Two years ago, the starting point was not a building plan, but a human insight: “The world feels too cold these days.” - Amelie Posch. From this insight, we further developed LaPosch into a 65,000 square metre resort that brings land, product, architecture, and hosting into relation.
LaPosch - Living Lands. A place where care is celebrated. Not merely as a gesture, but as a structural principle - embedded in the concept and made tangible through countless details, shaping the central experience. A place that reconnects heart, nature, and people, and in doing so offers what everyday life often lacks: space. Calm. Connection.
LaPosch preserves what already exists: its origin, the hosting family, and the brand’s substance.
Living Lands sharpens what lies ahead: living land as the foundation of the entire place. Rooted in what is there. Developed further for what lies ahead.
LaPosch – Living Lands defines hosting through care.
To oneself.
To one another.
To nature.
In a world that is moving ever faster and increasingly feels colder, LaPosch remains a place of deceleration and deep connection. A place of shelter, offering space to step away from the world.
The existing ensemble will be complemented by new logen rather than additional chalets, designed with greater spatial openness, more deeply embedded in nature through biophilic architecture, and precisely aligned with the overall vision of the place. New experiences extend the setting - allowing the place to be experienced beyond the standard hotel experience.
At the heart of this development, 35,000 square metres of living gardens were consciously preserved: as a biodiverse foundation, as an edible landscape, as an atmospheric space, and as a source for cuisine, spa, and the stay as a whole. This gives rise to a place that nourishes, brings order, and connects.
“The garden is the last luxury of our time, because it demands what has become most precious in our society: time, care, and space.” - Dieter Kienast
In this way, a resort takes shape that does not simply add on, but concentrates meaning and follows a clear, tangible thread. A perceptible logic that runs through content, atmosphere, and brand alike.
Endless open land across 65,000 square metres - A generous landscape that creates tangible distance, openness, and a sense of expanse.
Garden experiences - 30,000 square metres of edible landscape shaped by lived seasonality.
Regenerative architecture - Green roofs and stream‑like structures that integrate water, vegetation, and terrain.
50-metre pool - Long lanes set between meadows, designed for rhythm, endurance, and clear thought.
Gartenbad bathhouse - Embedded within mature green spaces.
10 new units - Biophilic design inside and out, created for a more tactile, intimate experience.
2 restaurants - Two distinct culinary signatures, both rooted in the garden.
1 bar - With a botanical soul.
From concept to built form. This is how architecture translates brand into space - creating clarity, quiet impact, and an identity that can be felt long after arrival.
Along the Loisach, a place is emerging in dialogue with water, flora, and the passage of time. Architecture that absorbs nature creates spaces of shelter and belonging. Everything flows. Everything lives on.
A communication architecture defines how a place speaks to the outward - clearly structured, developed from positioning and product logic. A system, not a random toolkit - everything derived from a single core. It makes tangible what LaPosch – Living Lands stands for: in colours, forms, images, and words. Everything interlocks. Everything tells the same core story, guided by a clear common thread.
The visual expression
When colours, shapes, typography and imagery come together seamlessly, they create brand recognition – and a brand that stays present because its story is told consistently.
From typography and colour palette to the logo, every element carries the same idea. Everything conveys the brand’s core values and gives form to what LaPosch – Living Lands stands for: an invitation to connect with nature, others and oneself.
The logo reflects this logic as well:
The mountain heart continues a defining element of the previous identity.
The bird represents hospitality and is internationally legible.
The sun introduces life, warmth, and rhythm.
Red clover references healthy soil and biodiversity, while also pointing to a core aspect of the spa and regeneration concept.
In this way, name and symbol form a system - rooted in what already exists, and further developed for the future.
Brand world & visual language. Everything that defines LaPosch – Living Lands in its essence is distilled through this universal symbol of care, hope, peace, and nature.
The linguistic expression
Language is an essential part of a brand’s identity, yet it is so often underestimated as merely a question of tone - sometimes more formal, sometimes more regional. For LaPosch – Living Lands, a tone of voice was developed over a three-month period that creates a sense of approachability in practice and conveys a certain attitude to life: calm, warm, clear.
It speaks of simple things that bring joy - in quiet poetry, unpretentious and with the kind of open ease that defines the house. This is complemented by carefully selected product highlights that help the brand make a lasting impression.
The messages
Which core statements address the defined target groups, and through which channels? What is the single central message? And which supporting messages build upon it?
LaPosch – Living Lands. Led by heart. For me. For us. For nature.
Nestled in a wide, idyllic valley in the heart of the Alps, LaPosch – Living Lands is more than a place. It stands for what has become most valuable today. Time. Space. Care - toward oneself, toward others, toward nature. A world that connects and gently restores - like a quiet counterpoint to a world that is often too loud. LaPosch – Living Lands creates space for what truly matters and redefines luxury: timeless, mindful, and deeply fulfilling.
Twelve months before re-opening, communication began with PR and sales activities in strategically selected international markets. Six months ahead of the opening, the new website went live - making the future experience visible for the first time.
Our sales strategy is based on tourism data and clear business objectives. Target markets and distribution channels are defined accordingly - ensuring that the right audiences are reached through the right channels, with a sales approach that converts.
In partnership with Mosaic Tourism Consulting and the press agency Global Communication Experts, sales expertise is strengthened for market entry in the luxury segment - supported by a clear brand message, a focused sales structure, and a sustainable market presence.
The website connects what already exists with what is yet to come.
Guided by a clear logic of care, visitors are led through the experience in a way that feels personal and intuitive:
Led by heart. For me. For us. For nature.
The design is shaped by a certain French lightness, a touch of playful charm, and subtle poetry — inspired by the hosts’ surname and personal interests. A place to discover. And a place to gently get lost in. To support visibility, SEO priorities were strategically defined, carefully structured, and aligned with geo-specific content needs.
