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The new design refers to the impressive mountain world of the surrounding area and combines this with the casual elegance and international urbanity of Innsbruck.

STAGE 12 is a city hotel in the heart of Innsbruck, located directly in the famous Maria-Theresien-Strasse shopping district. Behind the renovated, heritage-protected façade is a new wing, which houses 120 rooms and is connected with the courtyard. BWM Architekten created the design concept for the hotel’s rooms and general areas. While boasting a decidedly cosmopolitan feel, the new design also conveys a sense of regionality.

Casual comfort at the highest level

The interior team of the Vienna-based architecture firm BWM Architekten developed a tailor-made design concept that combines casual comfort with the highest design standards. BWM were responsible for designing all of the interior areas of STAGE 12, the hotel rooms as well as the general areas including the hotel bar, breakfast room and fitness area on the top floor.

Erich Bernard
Three aspects merge into a synthesis in the interior design: firstly, the local reference to Innsbruck with the concise location and the view; secondly, the urban international flair of the Tyrolean capital between Munich and Milan and thirdly, the glamorous past of the Breinössl stage.
Erich Bernard

View of the Nordkette

Erich Bernard outlines the underlying design concept: “The interior design consists of a synthesis of three aspects: First, the hotel’s local connection to Innsbruck, thanks to its prominent location and view of the magnificent surrounding mountains; second, the urban, international flair of Tyrol’s capital located between the two metropolitan cities of Munich and Milan; and third, the glamorous past of the Breinösslbühne, the iconic theatre that used to inhabit this building.” Surprising, unexpected elements react to the location’s particularities and special challenges. The design is contemporary with some mid-century touches and many textile elements in warm basic tones with luminous elements. Soft velvet curtains and poufs create a cosy atmosphere, and playful, elegant brass details add glamour to the lobby and rooms. Although the design and colour scheme are consistent throughout all of the rooms, they have different floor plans and thus very individual qualities. The design references the magnificent mountains surrounding Innsbruck in combination with the city’s casual elegance and international urban character. All floors offer spectacular panoramic views of the mountains of the North Chain, which also serve as a framing element.

Natural flair

The hotel is accessed via the almost stage-like main entrance in the courtyard. Stage-like elements repeatedly break the elegant design and call to mind Innsbruck’s special location. The brown leather-covered reception desk stands in front of a backlit floor-to-ceiling installation featuring a nature motif, creating the impression of a small atrium with a magical forest paradise captured in a kind of stage set. The floor tiles in the lobby correspond to the framed pattern on the ceiling. Dramatic black marble covers the floor in the entrance area, and an installation made of small brass plates points to the hotel’s glamorous past as a theatre. A swing suspended on shimmering blue cords is an attractive feature for guests arriving and departing. The quality of the guests’ experience is always at the centre of the design interventions.

Soft, elegant and urban

The furnishings are adapted to the various room layouts. The basic amenities include: a wardrobe, coat rack, chair, pouf, round coffee table, bedside table and matching table lamps and suspended lamps. In addition, all rooms have a 43-inch flat-screen TV, a kettle with tea and coffee, a fridge and a telephone.The rooms are characterised by a soft, elegant, urban design. The walls are painted a matte white and friendly grey. Brass makes a reappearance in the details: as a border framing the round coffee table or in the form of protective slats on the wall above the luggage stool. Cosy, velvet-covered armchairs and a pouf provide seating and emphasise the cosy character of the room.

Central meeting point

The hotel bar, which is open to the public, is STAGE 12’s most urban spot. In addition to the 45 seats inside the hotel, the terrace in the inner courtyard – surrounded by the striking RathausGalerien shopping centre designed by Dominique Perrault – offers around 20 seats. The main feature of the bar is an elongated counter with a classic brass surface. Behind it is an illuminated wall consisting of mirrored elements, brass and dark walnut. Velvet-covered sofas and lounge chairs offer comfortable seating – perfect for unwinding at the end of the day. The breakfast room is flooded with natural light, thanks to the floor-to-ceiling glazed outer wall. Another attraction here is the illusionistic “cloud ceiling”, which consists of countless spherical lamps of various sizes.

Splendid panorama

The sauna and the fitness room on the top floor have their own very special ambience: The training area features a panorama window with a breath-taking view, while the dark, stone-like materials and the subdued lighting of area create a private atmosphere suited to the intimacy of the place. This results in a variety of areas with particular spatial qualities.

Interior design of 120 rooms and the common areas such as lobby, bar, rooftop fitness area

Completion 12/2017

The Penz Hotel GmbH

3 Sterne


BWM Team
Erich Bernard, Ingrid Schmid, Hubert Meyer, Gabriele Bruner, Alexandra Spitzer, Sara Rois

Image credit
Günther Egger


Building construction
Baumschlager Hutter Partners


20 September 2018

Deutsche Bauzeitung_Hotel



25 June 2018

hotel style

Innsbrucks neue Bühne