The Fife Arms
Client at Text&Aktion since 2020
Scope of work: Full service PR in Germany, Austria and Switzerland
Built in the 19th century by the Duke of Fife, The Fife Arms Hotel is a large and highly distinctive part of the streetscape in Scotland’s Braemar within the Cairngorms National Park. In 2018 this Victorian coaching inn has been redesigned and rewoven for the 21st century.
The transformation of The Fife Arms was inspired by the landscape and rich cultural connections of Braemar, resulting in a hotel with 46 bedrooms and suites, a restaurant overlooking the River Clunie, a library, garden and a much-loved village bar. History, art and community lie at the heart of the Fife Arms. Through the power of art, it connects Scotland’s past with its present. Every bedroom and suite at The Fife Arms offers its own one-of-a-kind furnishings and décor, each one a homage to a place, person, event or activity integral to the life and legacy of Braemar. Furthermore more than 14,000 antique and contemporary works of art and objects are integrated – including a self-portrait by Picasso and a drawing created by Queen Victoria. The community of Braemer is supported by activities like fishing and foraging which are offered in the impressive nature surrounding the hotel. An annual highlight are the Braemer Gatherings, the part of the Highland Games, which is attended by the British Royal Family.
The hotel belongs to the hospitality project artfarm of gallery owners Iwan and Manuela Wirth that combines love for art, culture, and food with a dedication to building community and fostering environmental sustainability.