A brand new James Bond visitor attraction, nestled snugly inside a mountain peak in Sölden, Austria, opened this July. We talked to the operator and architect
By Alice Davis | Published in Attractions Management 2018 issue 3
Daniel Craig has portrayed James Bond in four films
A state-of-the-art James Bond-inspired facility, called 007 ELEMENTS, has opened in Sölden, Austria, designed to immerse visitors in an environment that will make them feel like secret agents themselves.
Described as a cinematic installation, the new attraction is housed in a purpose-built structure designed by local architect Johann Obermoser and his team.
Obermoser’s building, located more than 3,000 metres above sea level at the summit of the Gaislachkogl mountaintop, is inset into the rock face, with just the entry and exit, a pair of large projected windows – offering breathtaking panoramic views – and a viewing plaza visible from the exterior.
The museum sits by the Gaislachkoglbahn cable car and ice Q restaurant, which were also designed by Obermoser and were the original inspiration for scenes from the 2015 movie Spectre.
With a minimalist design, Obermoser aims to blend the gallery with its stunning surroundings as well as referencing the sophisticated style that’s synonymous with the Bond brand.
The experience takes visitors through five different zones, entering through The Barrel of the Gun and out onto the Plaza, where they can soak up the views of the Tyrol mountainscape.
In the Lobby, a film narrated by director Sam Mendes introduces guests to the Bond film franchise. The visitors then proceed through different zones (Lair, Briefing Room, Tech Lab, Action Hall, Screening Room, Legacy Hall) where they are immersed in the world of 007 and learn about various aspects of the iconic character and franchise.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2018 issue 3
People profile: Anton Vidal
Anton Vidal is director general of Poble Espanyol which has completed a 10-year, €10m improvement plan
Interview: Coen Bertens
Fairytale theme park Efteling has
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during its 65-year history, enchanting
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This year’s Euro Attractions Show promises to
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a brand new schedule of seminars to match
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Promotional feature: nWave - The big picture
With more than two decades
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Analysis: TEA/AECOM Theme Index 2017
The TEA/AECOM Report 2017 shows major theme park
operators had an outstanding year, while stabilised global
economies and strong investment planning bodes well
for the global attractions industry going forward
Analysis: EMEA Focus
Margreet Papamichael, founder of CLEAR Associates about what The TEA/AECOM Report 2017 means for the EMEA region
Review: MuseumNext
Intellectuals from across the
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Theme parks: Playing the Looney Tune
As new and exciting leisure opportunities
increase in the Middle East, Yas
Island welcomes the US$1bn Warner
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behind the landmark project
Museums: License to Thrill
A brand new James Bond visitor attraction,
nestled snugly inside a mountain peak
in Sölden, Austria, opened this July. We
talked to the operator and architect
Our aim in creating 007 ELEMENTS is to tell the story of the making of the 007 films in an ultra-modern and engaging way.
We want to use this incredible location in Austria to place our guests into Bond’s environment, and bring the stories to life in a unique and unforgettable way
Jakob Falkner
CEO / Cable Car (Bergbahnen) Company Sölden
Jakob Falkner
What’s your background and how did that bring you to the idea for 007 ELEMENTS? I’m the CEO of the Bergbahnen Sölden and have been working for the company for over three decades.
It’s my goal to promote and advance Bergbahnen Sölden and the Sölden brand through innovation, excellence, and state-of-the-art technology. As one of the Alps’ leading ski lift companies, Bergbahnen Sölden takes pride in its great architectural masterpieces, including the ‘big three’. This refers to three vista platforms on three different 3,000-metre high mountains in the Sölden ski area. We also have the cutting-edge Gaislachkoglbahn, one of Europe’s most modern gondola lifts; and the spectacular ice Q restaurant on the summit of Gaislachkogl.
I’m also president of the tourism think tank Future Mountain and Chairman of the Ötztal Tourism Board.
After EON Productions chose Sölden as one of the filming locations for the 24th James Bond film, Spectre, I was inspired to create a unique visitor experience in the heart of the Tyrol region to showcase the filmmaking that took place in and around Sölden.
Are you a Bond fan? I’m a Bond fan. I think Bond is universally popular with people of all ages around the world.
Why did you decide to go ahead with this project and what were the first steps? EON Productions and MGM jointly own the rights to the James Bond franchise, so the first steps were to approach EON with the idea being to create a permanent James Bond visitor experience here in Sölden. It was important to me that this is an official project approved by EON and MGM.
How did that relationship develop and what are the terms of the partnership? Bergbahnen Sölden owns the building. The installation is a partnership between EON Productions and MGM, who own the rights to the Bond films, and Bergbahnen Sölden.
Why did you want to work with Johann Obermoser? Johann Obermoser is a fantastic architect and a good friend, and we have worked together many times before. Using his vast experience of building at altitude,
I asked him to conceive a space suitable for a James Bond installation.
How much was the investment and how is it funded? Bergbahnen Sölden funded the project, and the investment is substantial and representative of a state-of-the-art bespoke experience of this kind.
Can you describe what the visitor experience is like? The interior concept was designed and developed by James Bond art director Neal Callow, who’s worked on all the Daniel Craig Bond films, and Tino Schaedler who is the head of design at Optimist Inc – a leading worldwide creative agency based in Los Angeles, California.
The galleries within the building explore the legacy of the making of 007 movies with a special focus on Spectre.
It is a purpose-built, next-generation experience that places visitors inside the world of 007 while also revealing how that world is created.
Visitors are taken on a multi-sensory journey, with emotive soundscapes, dramatic programmed lighting, and high-quality visual projections.
Both an immersive and informative experience, 007 ELEMENTS extracts the experiential fundamentals of a Bond film and brings them to life using innovative technology, theatrical presentation, and interactive installations.
Do you intend that visitors go to the ice Q restaurant too? What else can they do? Sölden is a year-round destination for sports and entertainment with something for everyone. In addition to 007 ELEMENTS and the ice Q restaurant visitors to the area can experience the extensive ski area in winter.
We have luxury hotels and the Aqua Dome in Längenfeld, Tirol’s first and only thermal spa. In summer we have hiking, an outdoor adventure park at the entrance to Ötztal, and Bike Republic for mountain bikers.
"007 ELEMENTS extracts the experiential fundamentals of a Bond film and brings them to life using innovative technology, theatrical presentation and interactive installations"
Jakob Falkner was inspired to create the experience after Bond hit Spectre was filmed in the region
Fast facts
Sölden was chosen as the location for the winter action sequence in the 24th James Bond movie, Spectre, directed by Sam Mendes.
Production designer Dennis Gassner chose the ice Q restaurant in Sölden for the Hoffler Klinik
Key scenes set inside the Klinik were filmed at Pinewood Studios in England, the traditional home of the James Bond films
James Bond production designer Sir Ken Adam oversaw the vision for the attraction
Neal Callow, who has worked on all the Daniel Craig Bond films, is 007 ELEMENTS creative director
Territory Studio worked with IP-owners EON Entertainment and creative agency Optimist to create the multimedia, including a cinematic soundscape for all the galleries
Johann Obermoser
Founder / Obermoser Architektur
Johan Obermoser has previous previous experience working in high altitude locations
What was your reaction to this project when you were first approached? I was excited to work once more with Jakob Falkner on such an interesting and challenging project.
What were the most important architectural elements you wanted to include? I wanted to realise a building with imposing architecture, able to fit in the natural surroundings and to harmonise with the architectural ensemble on the peak.
From the beginning, establishing visual connections to the locations used in Spectre was essential to the design process: the Gletscherstraße road, the ice Q restaurant and the cable car.
The building had to represent the Bond brand, so we looked for inspiration in the work of production designer Ken Adam, and we designed a Bond environment able to immerse visitors in the world of 007.
Besides focusing on the spatial development, significant consideration was given to the choice of materials, as they needed embody Bond’s iconic film sets. The decision to avoid heating and air conditioning was taken early on, in order to experience the extreme climate conditions of high altitudes in the inner spaces.
How did you work with the natural surroundings? The permanently frozen ground at 3,040-metres elevation, geological fault lines and the exposed location on the peak ridge created huge challenges, but I’m used to designing and building in extreme locations like this.
We designed and constructed the building within the summit of the Gaislachkogl mountaintop, and the architecture complements the mountain panorama. The building is stabilised at 1ºC, so it does not affect the permafrost.
How did you work to incorporate the design alongside the existing building? The geological situation inspired different alternatives. Early studies featuring spectacular approaches near the cable-car station turned out to be unsuitable for the existing structures at the summit.
Eventually, the themes “inside the mountain” and “iceberg principle” were selected to inspire the final design.
We finally designed seven free-shaped architectural concrete elements, connected by ramps and embedded into the mountain.
What were the unique challenges of designing this visitor experience? The unique thing about designing 007 ELEMENTS has been the close cooperation process with Neal Callow and Tino Schaedler who created the interior experience; the architectural outcome and the exhibition contents are the result of a tailor-made collaboration.
The location, altitude, the ever-changing weather conditions, with early snow in September 2017 were truly challenging.
"I’m used to designing and building in extreme locations like this"
James Bond visitor attraction, nestled snugly inside a mountain
Visitors are immersed in the world of James Bond
Visitors are immersed in the world of James Bond
The state-of-the-art attraction opened its doors to the public on 12 July
Tino Schaedler is an award-winning art director, production designer and trained architect. He has worked on films such as Charlie and the Chocolate Factory, V for Vendetta and Harry Potter
007 ELEMENTS creates a captivating experience with a dramatic cinematic soundscape
Each gallery distills the signature elements that define a James Bond film
The experience offers spectacular views of the Tyrolean valleys
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A brand new James Bond visitor attraction, nestled snugly inside a mountain peak in Sölden, Austria, opened this July. We talked to the operator and architect
By Alice Davis | Published in Attractions Management 2018 issue 3
Daniel Craig has portrayed James Bond in four films
A state-of-the-art James Bond-inspired facility, called 007 ELEMENTS, has opened in Sölden, Austria, designed to immerse visitors in an environment that will make them feel like secret agents themselves.
Described as a cinematic installation, the new attraction is housed in a purpose-built structure designed by local architect Johann Obermoser and his team.
Obermoser’s building, located more than 3,000 metres above sea level at the summit of the Gaislachkogl mountaintop, is inset into the rock face, with just the entry and exit, a pair of large projected windows – offering breathtaking panoramic views – and a viewing plaza visible from the exterior.
The museum sits by the Gaislachkoglbahn cable car and ice Q restaurant, which were also designed by Obermoser and were the original inspiration for scenes from the 2015 movie Spectre.
With a minimalist design, Obermoser aims to blend the gallery with its stunning surroundings as well as referencing the sophisticated style that’s synonymous with the Bond brand.
The experience takes visitors through five different zones, entering through The Barrel of the Gun and out onto the Plaza, where they can soak up the views of the Tyrol mountainscape.
In the Lobby, a film narrated by director Sam Mendes introduces guests to the Bond film franchise. The visitors then proceed through different zones (Lair, Briefing Room, Tech Lab, Action Hall, Screening Room, Legacy Hall) where they are immersed in the world of 007 and learn about various aspects of the iconic character and franchise.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2018 issue 3
People profile: Anton Vidal
Anton Vidal is director general of Poble Espanyol which has completed a 10-year, €10m improvement plan
Interview: Coen Bertens
Fairytale theme park Efteling has
gone from strength to strength
during its 65-year history, enchanting
more visitors last year than
ever before. We talk to COO Coen
Bertens about its success
Promotional feature: EAS - Learning curves
This year’s Euro Attractions Show promises to
be the biggest in the history of the event, with
a brand new schedule of seminars to match
Aquariums: High Waters
We visited the brand new Aquatis
Aquarium-Vivarium in Switzerland
for a journey through our planet’s
freshwater environments
Promotional feature: nWave - The big picture
With more than two decades
of experience creating high quality
original content, nWave looks
ahead as it continues to produce
its own industry-leading creations
Analysis: TEA/AECOM Theme Index 2017
The TEA/AECOM Report 2017 shows major theme park
operators had an outstanding year, while stabilised global
economies and strong investment planning bodes well
for the global attractions industry going forward
Analysis: EMEA Focus
Margreet Papamichael, founder of CLEAR Associates about what The TEA/AECOM Report 2017 means for the EMEA region
Review: MuseumNext
Intellectuals from across the
museums sector gathered recently for
the European edition of MuseumNext
Theme parks: Playing the Looney Tune
As new and exciting leisure opportunities
increase in the Middle East, Yas
Island welcomes the US$1bn Warner
Bros World Abu Dhabi. We speak to
the two key members of the team
behind the landmark project
Museums: License to Thrill
A brand new James Bond visitor attraction,
nestled snugly inside a mountain peak
in Sölden, Austria, opened this July. We
talked to the operator and architect
Our aim in creating 007 ELEMENTS is to tell the story of the making of the 007 films in an ultra-modern and engaging way.
We want to use this incredible location in Austria to place our guests into Bond’s environment, and bring the stories to life in a unique and unforgettable way
Jakob Falkner
CEO / Cable Car (Bergbahnen) Company Sölden
Jakob Falkner
What’s your background and how did that bring you to the idea for 007 ELEMENTS? I’m the CEO of the Bergbahnen Sölden and have been working for the company for over three decades.
It’s my goal to promote and advance Bergbahnen Sölden and the Sölden brand through innovation, excellence, and state-of-the-art technology. As one of the Alps’ leading ski lift companies, Bergbahnen Sölden takes pride in its great architectural masterpieces, including the ‘big three’. This refers to three vista platforms on three different 3,000-metre high mountains in the Sölden ski area. We also have the cutting-edge Gaislachkoglbahn, one of Europe’s most modern gondola lifts; and the spectacular ice Q restaurant on the summit of Gaislachkogl.
I’m also president of the tourism think tank Future Mountain and Chairman of the Ötztal Tourism Board.
After EON Productions chose Sölden as one of the filming locations for the 24th James Bond film, Spectre, I was inspired to create a unique visitor experience in the heart of the Tyrol region to showcase the filmmaking that took place in and around Sölden.
Are you a Bond fan? I’m a Bond fan. I think Bond is universally popular with people of all ages around the world.
Why did you decide to go ahead with this project and what were the first steps? EON Productions and MGM jointly own the rights to the James Bond franchise, so the first steps were to approach EON with the idea being to create a permanent James Bond visitor experience here in Sölden. It was important to me that this is an official project approved by EON and MGM.
How did that relationship develop and what are the terms of the partnership? Bergbahnen Sölden owns the building. The installation is a partnership between EON Productions and MGM, who own the rights to the Bond films, and Bergbahnen Sölden.
Why did you want to work with Johann Obermoser? Johann Obermoser is a fantastic architect and a good friend, and we have worked together many times before. Using his vast experience of building at altitude,
I asked him to conceive a space suitable for a James Bond installation.
How much was the investment and how is it funded? Bergbahnen Sölden funded the project, and the investment is substantial and representative of a state-of-the-art bespoke experience of this kind.
Can you describe what the visitor experience is like? The interior concept was designed and developed by James Bond art director Neal Callow, who’s worked on all the Daniel Craig Bond films, and Tino Schaedler who is the head of design at Optimist Inc – a leading worldwide creative agency based in Los Angeles, California.
The galleries within the building explore the legacy of the making of 007 movies with a special focus on Spectre.
It is a purpose-built, next-generation experience that places visitors inside the world of 007 while also revealing how that world is created.
Visitors are taken on a multi-sensory journey, with emotive soundscapes, dramatic programmed lighting, and high-quality visual projections.
Both an immersive and informative experience, 007 ELEMENTS extracts the experiential fundamentals of a Bond film and brings them to life using innovative technology, theatrical presentation, and interactive installations.
Do you intend that visitors go to the ice Q restaurant too? What else can they do? Sölden is a year-round destination for sports and entertainment with something for everyone. In addition to 007 ELEMENTS and the ice Q restaurant visitors to the area can experience the extensive ski area in winter.
We have luxury hotels and the Aqua Dome in Längenfeld, Tirol’s first and only thermal spa. In summer we have hiking, an outdoor adventure park at the entrance to Ötztal, and Bike Republic for mountain bikers.
"007 ELEMENTS extracts the experiential fundamentals of a Bond film and brings them to life using innovative technology, theatrical presentation and interactive installations"
Jakob Falkner was inspired to create the experience after Bond hit Spectre was filmed in the region
Fast facts
Sölden was chosen as the location for the winter action sequence in the 24th James Bond movie, Spectre, directed by Sam Mendes.
Production designer Dennis Gassner chose the ice Q restaurant in Sölden for the Hoffler Klinik
Key scenes set inside the Klinik were filmed at Pinewood Studios in England, the traditional home of the James Bond films
James Bond production designer Sir Ken Adam oversaw the vision for the attraction
Neal Callow, who has worked on all the Daniel Craig Bond films, is 007 ELEMENTS creative director
Territory Studio worked with IP-owners EON Entertainment and creative agency Optimist to create the multimedia, including a cinematic soundscape for all the galleries
Johann Obermoser
Founder / Obermoser Architektur
Johan Obermoser has previous previous experience working in high altitude locations
What was your reaction to this project when you were first approached? I was excited to work once more with Jakob Falkner on such an interesting and challenging project.
What were the most important architectural elements you wanted to include? I wanted to realise a building with imposing architecture, able to fit in the natural surroundings and to harmonise with the architectural ensemble on the peak.
From the beginning, establishing visual connections to the locations used in Spectre was essential to the design process: the Gletscherstraße road, the ice Q restaurant and the cable car.
The building had to represent the Bond brand, so we looked for inspiration in the work of production designer Ken Adam, and we designed a Bond environment able to immerse visitors in the world of 007.
Besides focusing on the spatial development, significant consideration was given to the choice of materials, as they needed embody Bond’s iconic film sets. The decision to avoid heating and air conditioning was taken early on, in order to experience the extreme climate conditions of high altitudes in the inner spaces.
How did you work with the natural surroundings? The permanently frozen ground at 3,040-metres elevation, geological fault lines and the exposed location on the peak ridge created huge challenges, but I’m used to designing and building in extreme locations like this.
We designed and constructed the building within the summit of the Gaislachkogl mountaintop, and the architecture complements the mountain panorama. The building is stabilised at 1ºC, so it does not affect the permafrost.
How did you work to incorporate the design alongside the existing building? The geological situation inspired different alternatives. Early studies featuring spectacular approaches near the cable-car station turned out to be unsuitable for the existing structures at the summit.
Eventually, the themes “inside the mountain” and “iceberg principle” were selected to inspire the final design.
We finally designed seven free-shaped architectural concrete elements, connected by ramps and embedded into the mountain.
What were the unique challenges of designing this visitor experience? The unique thing about designing 007 ELEMENTS has been the close cooperation process with Neal Callow and Tino Schaedler who created the interior experience; the architectural outcome and the exhibition contents are the result of a tailor-made collaboration.
The location, altitude, the ever-changing weather conditions, with early snow in September 2017 were truly challenging.
"I’m used to designing and building in extreme locations like this"
James Bond visitor attraction, nestled snugly inside a mountain
Visitors are immersed in the world of James Bond
Visitors are immersed in the world of James Bond
The state-of-the-art attraction opened its doors to the public on 12 July
Tino Schaedler is an award-winning art director, production designer and trained architect. He has worked on films such as Charlie and the Chocolate Factory, V for Vendetta and Harry Potter
007 ELEMENTS creates a captivating experience with a dramatic cinematic soundscape
Each gallery distills the signature elements that define a James Bond film
The experience offers spectacular views of the Tyrolean valleys
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