Inside Viceroy Kopaonik Serbia, the brand’s debut hotel in Europe

Kopaonik , which translates to “Mountain of the Sun”  is a biodiversity hotspot with close to 200 sunny days annually, ensuring beautiful year-round conditions and offering endless fuelled activities. For a hotel brand that is known for its sunny destinations – think Viceroy L’Ermitage Bevery Hills and Viceroy Los Cabos – it’s therefore not such a surprise why the hotel group chose this location to make its debut in Europe.

“We’re extraordinarily proud to open our first European resort in the beautiful, culturally rich destination of Kopaonik, Serbia,” said Bill Walshe, CEO at Viceroy Hotels & Resorts. “Through inspiring experiences, engaging service and genuine connections, we are bringing an elevated offering that will stand out from its competitors across Europe.”

Image credit: Viceroy Hotels & Resorts

Designed by world-renowned hospitality design firm, WATG and its interiors studio, Wimberly Interiors, the hotel reflects the local “Suvo Rudiste” contemporary mountain style and complements the beauty of its surrounding landscape. Showcasing the height of alpine living, the interiors celebrate local culture and craftsmanship with stone, glass, timber and textiles resulting in effortless elegance.

Image credit: Viceroy Hotels & Resorts

Floor-to-ceiling glass walls and open-air spaces offer abundant natural light and a picture frame of stunning views. 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.

Helmed by celebrated Executive Chef Andrew Jones, guests can enjoy elevated dining rooted in international and Serbian cuisines and inspired by the local terrain and culinary scene. Pique Ski Bar, overlooking the ski centre, offers inventive light bites and drinks, live performances, and a jaw-dropping view of Pancic’s peak. The beating heart of Viceroy Kopaonik, The Mountain Kitchen, welcomes guests for breakfast, lunch and dinner featuring hearty yet healthy dishes that honour the region’s rich heritage.

Image credit: Viceroy Hotels & Resorts

The Library, located in the lobby, serves as a quiet haven where guests can sip artisan coffee and teas or other specialty beverages while perusing a curated selection of books. And, coming soon, an intimate Asian-inspired restaurant highlighting specialities from duck to sushi. The Spa by Viceroy, the only full-service luxury spa in Kopaonik, boasts six-treatment rooms, a beauty lab, an indoor vitality pool, and a hammam/scrub room offering holistic wellness experiences using native mountain ingredients.

As the largest ski-in, ski-out resort in Serbia, Kopaonik is known for its pristine runs beloved by novice and highly skilled skiers alike. The resort offers 55km of runs for alpine skiing, 12km for cross country, and a specially-prepared Karaman Greben central course, lit for night skiers. Additionally, Kopaonik Village offers an abundance of excursions including bars, restaurants, museums and more.

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.

While the brand has makes its first footprints on the European hospitality soil, elsewhere in the world, Viceroy Santa Monica is in the process of a sweeping $21 million renovation, which started in January last year that will include a complete design overhaul and Hotel Zena opened in October as a bold new cultural hub celebrating the accomplishments of women and recognising their enduring struggle for gender equality. To us, the brand is hitting all the right notes as it authentically expands into new territories. And Viceroy Kopaonik is no exception.

Main image credit: Viceroy Hotels & Resorts