‘Snow beach’ comes to Aspen Mountain
The Aspen Skiing Co. will rent private cabanas on a “snowy beach” atop Aspen Mountain starting on President’s Day weekend, as part of an experience launched by its luxury brand ASPENX and designed by the photographer Gray Malin.
The ‘beach’ will be open for six weekends, popping up on a stretch of snow adjacent to the Sundeck, which was not previously used for winter events, with beach-themed decor and service by the Little Nell with amenities like food and bottle service.
Malin, the Los Angeles-based fine art photographer whose 2019 “Gray Malin in Aspen” photo series showcased a vintage fantasy take on local ski culture in 29 locally shot and meticulously staged images, l described as an “experiential wonderland”. Prior to the Aspen Photo Series, he was best known for his aerial photographs of beach scenes. This project combines his work related to skiing and the beach.
Malin said he pitched the “snow beach” project to the ASPENX team and its founder Paula Crown, the artist and family member who owns the Skico, and they’re committed to bringing it to life. .
“My goal was to create an immersive experience inspired by my work and pay homage to the chic après-ski culture that Aspen has honed,” Malin said this week via email, repeating what he had. says in Skico’s “snow beach” ad. . “I want Snow Beach guests to step into a whimsical Gray Malin photography where they can take their own photos and create their own unique memories of Aspen.”
The “snow beach” offers experiences ranging from $300 to $4,800. The entry level includes an uncovered outdoor lounger and paired entree menus with champagne, wine, caviar, charcuterie, individual black truffle pizzas, and popcorn. Cabins for two people cost between $600 and $1,600 per person. A six-person cabana costs from $1,800 to $4,800 per person and includes a DJ and bottle service. Sessions start at 1 p.m.
The “snow beach” experience is part of a series of recent announcements and product launches from ASPENX, the new luxury brand operated by Aspen Skiing Co.
Still in its infancy, the brand is aggressively targeting Aspen’s highest-spending customers. In addition to the “snow beach” experience, which offers even more private exclusivity than the Skico members-only Aspen Mountain Club, AspenX has collaborated with Prada on a limited-edition apparel line selling a ski jacket at $5,100 and a sweatshirt at $1,970. (the first ASPENX commercial space recently opened its doors on the gondola square). Among the first branded ASPENX events is a wine dinner with Napa’s Harlan Estate at the Aspen Mountain Club that costs over $3,300 per plate.
Malin designed the cabanas, beach chairs, and lookout posts that will make up Aspen Mountain’s “beach.” During a visit to Miami last fall, Malin walked the entire stretch of South Beach, he said, studying the clubs there in order to sketch and conceptualize what the beach might look like. snow of his dreams.
“Referring to my own aerial photography archive, I was inspired to incorporate a vintage aesthetic into playful details such as the striped design of the ‘beach’ cabanas and lookout posts,” he said. . “Snow Beach is truly an artistic vision, one that I hope will inspire all who see it.”
Before launching the “snow beach” experience, Malin released his new “Dogs of Aspen” this month. photo series, featuring dogs posing in winter scenes on Aspen Mountain and at Little Nell.