To be totally transparent, we had never heard of Laax before. And yet, this remote Swiss region southwest of Zurich, just between Lichtenstein and northern Italy, is home to one of the trendiest ski resorts. Trampoline, skateboard ramp, air-bag jump, repair shop and snowboard factory, we had never seen a luxury hotel provide all these facilities. That being said, if it intelligently cultivates its coolness, it does not neglect the fundamentals: vintage decoration mixed with recycled materials, cuisine with a very short circuit, natural wines and vegan dishes, yoga classes, a state-of-the-art gym…With advertising images featuring young women brushing their teeth in pyjamas, they have definitely challenged the archetypal notion of luxury, epistomised by the forty-something white male, wrapped in five-thread cashmere, sipping champagne by the fire. This picture of tomorrow’s luxury is completed with, of course, a basement club and a concert every Friday.