Modern luxury hotel brand Viceroy Hotels & Resorts has opened Viceroy Kopaonik Serbia, marking the brand’s European debut. Viceroy Kopaonik is a luxe mountain resort rich in culture, natural beauty and boundless adventure. The impressive 119-room retreat joins The Viceroy Icon Collection, adding a glamorous, West Coast vibe to Serbia’s largest ski resort.
Designed by world-renowned hospitality design firm, WATG and its interiors studio, Wimberly Interiors, Viceroy Kopaonik reflects the local “Suvo Rudiste” contemporary mountain style and complements the beauty of its surrounding landscape.
“Designing in a destination as rich as Kopaonik, we did not have to dig too deep nor look to far for inspiration,” said Rachel Johnson, studio director, Wimberly Interiors London. “Our design was very much influenced by the local ‘flavor’—we took into account the mountains, the colors, the seasons and Serbia’s rich craft history, weaving together a true story and narrative that is unique to the property but also perfectly aligned with the Viceroy Hotels and Resorts brand.”
Called “Mountain of the Sun,” Kopaonik is a biodiversity hotspot with close to 200 sunny days annually, ensuring beautiful year-round conditions and offering endless adrenaline-fueled activities.
“Being a ski resort but with all-season appeal, we had a very different way of approaching this property to, say, our beach or urban destinations. No matter where we are designing, though, we always start by immersing ourselves in the local context—its culture, history and location,” Johnson said.
With three dining venues, a luxurious full-service spa, indoor and outdoor pools and curated off-site guest experiences, Viceroy Kopaonik welcomes locals and guests alike to experience a new world of adventure and contemporary luxury.
“Every element is influenced by Kopaonik’s rich and unique culture and setting,” Johnson noted. “We sought to juxtapose natural, softer and harder materials with each other: timber, glass, furs and rich embroidery. Behind reception, the wood replicates the forest but upon closer inspection also reveals the mountains. Our custom-designed chandelier mimics the icicles during the cooler months. Patterns, textures and colors from the outdoors feature in the all-day dining, but in a very unusual and unexpected way.”
Showcasing the height of alpine living, the interiors celebrate local culture and craftsmanship with stone, glass, timber and textiles resulting in effortless elegance. Floor-to-ceiling glass walls and open-air spaces offer abundant natural light and a picture frame of stunning views.
“We fully immersed ourselves in understanding the Viceroy Hotels and Resorts brand and guest, staying true to the eclectic, high-end, high-octane residential thread that runs through their properties globally—and interweaving that story with the local vernacular,” Johnson said. “Being a ski resort, it’s a very active location— everyone is out during the day and then returns at night seeking that same energy. The Apres Ski was designed with this in mind, while also ensuring that guests feel completely at home in an elevated residential setting.”
The generously appointed guestrooms and suites, including a remarkable two-bedroom penthouse, offer a peaceful retreat to unwind with the thoughtful amenities guests come to expect at a five-star resort. Each stylish accommodation boasts a private balcony with breathtaking views of the mountain or ski village.
“Every detail speaks to the location through scale, perspective and distance,” Johnson said. “I think that’s something quite unique to this property: it is very personalized and very intimate—even the meeting spaces. The spa, which is very small and boutique, will be an untold secret in the lower level of the property.”
The property, Johnson said, tells a story entirely of its own—one that speaks directly to the location, the culture and the eclecticism of the Viceroy brand.
“For Wimberly Interiors, this was one of those remarkable ‘dream’ projects where everything came together organically,” Johnson said. “Working closely with WATG, our sister studio, on architecture and landscape architecture, allowed us to consider the experience holistically. Designing in destinations as unique as Kopaonik is a true privilege—and it’s wonderful when the location, culture, brand, experience and design all come together seamlessly.”
