Does St Moritz’s branding promise more than it delivers?

Is St Moritz all it's cracked up to be? Architects argue the town has changed. (SRF/swissinfo.ch) 

Architect Christoph Sauter and cultural scientist Cordula Sege have written a book on the alpine town in which they suggest that the battle to build with the best view for the rich and beautiful has partly ruined the charm of the place. They believe the town has been hyped up by the branding and thereby lost its soul.

Like no other place in the Alpine region, St Moritz stands for the industrialisation of the mountains by tourist development. After starting out as a cowshed mountain village, St Moritz became a hotel town and second home stronghold.

Sauter and Seger argue that its seemingly chaotic appearance calls for a new urban strategy. The duo propose the construction of a promenade wall, which would make the resort feel more connected and perhaps unify its diverse buildings. They want St Moritz to invest more in its public spaces.