First, yes – there is a town in Switzerland named Flims (to be fair, another in Germany is called Worms). It was referred to by The Telegraph as one of skiing’s best kept secrets – though its relatively low elevation means that sister town Laax is still where some go to do their fashionable whooshing.
But now Flims has its own genuine destination lodging in the Hide Hotel, a stylish but cozy bolthole, and the latest member of the venerable Design Hotels group. It’s part of the boldly contemporary new Stenna Flims complex, which includes retail, a cinema, and the elegant Lieto Italian bar-cafe.
Smartly designed Baumschlager Eberle, they pretty much did away with all the chalet clichés, instead infusing the the space with a sort of regal-rustic, industrial elegance. So we get lots of bold greens, plush burgundy velvet, warm woods and au courant globe lamps and chandeliers. Understatedly chic rooms come with terraces, to take in those glorious, UNESCO-sanctioned views.
It should be noted that the Hide has direct ski-in / ski-out access to the surrounding slopes. But there are also plenty of reasons to stay indoors – including Middle Eastern influenced Swiss eats at The Deli; as well as The Dinner, for a more luxurious setting and cuisine; and a classy lobby bar with a faux-old-fashioned vibe. A 1000 square meter wellness center with a steam room, ice grotto and panoramic Finnish spa is coming in May.
And come spring, you can also hit the on-site bike shop and make for the 250km of nearby hiking and biking trails.
So, yes, tailor made for those not disposed towards all that schmoozy glamour over in St. Moritz.