ASPENX, the new premium retail and experiential company conceptualized by Aspen Skiing Company and Aspen-based artist and entrepreneur Paula Crown has announced a partnership with renowned fine art photographer Gray Malin. With Gray’s direction and ideation, Snow Beach will offer the ultimate slopeside experience starting President’s Day Weekend. Located in Aspen, one of winter’s most chic destinations, Snow Beach is a one-of-a-kind “club” on top of Aspen Mountain in a setting previously reserved for summer and fall activations. This is the first time this area will be brought to life in winter with a pop-up experience available for a limited six-weekend run starting on Friday, February 18, and ending on Sunday, March 27.
Meticulously executed by the team behind Aspen’s only Five-Star, Five-Diamond hotel, The Little Nell, the experience offers a new take on après-ski during Aspen Snowmass’ 75th Anniversary ski season. The outdoor setting features beach-themed décor in an alpine environment with bottle service and multi-course food pairings. Snow Beach ASPENX Gray Malin will be one of the best ways to experience Aspen’s famous hospitality and natural beauty with a playful twist, immersing yourself in a Gray Malin photograph.
A longtime Aspen enthusiast, Gray Malin collaborated with ASPENX to bring his photography to life for the one-of-a-kind activation on top of Aspen Mountain’s unexpected and awe-inspiring location. Gray designed each of the snow beach cabanas, complete with chaise-lounges and chairs, to allow guests to step into one of his photographs and experience an entire world of Gray Malin. With inspiration drawing from his iconic aerial beach and ski images, along with vintage style signature shots from decades past, Snow Beach celebrates the culture of après-ski and vintage glamour that Aspen Snowmass has cultivated and perfected throughout its 75-year history.
“I am thrilled to partner with ASPENX to bring my artistic vision of Snow Beach to life,” said Gray Malin. “Last fall, I walked the entire stretch of South Beach, Miami studying the various beach clubs to begin sketching the layout, furnishings and even the construction. Referencing 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 the lifeguard stands. My goal was to create an immersive experience inspired by my work and pay homage to the chic après-ski culture that Aspen has perfected. I want guests of Snow Beach to step into a whimsical Gray Malin photograph where they can take their own pictures and create their own unique memories of Aspen.”
Snow Beach will feature sun-filled sweeping views of the Elk Mountains including Highland Bowl along with a live DJ performance and food and beverage service for guests to enjoy. The menu features champagne or rosé served with paired courses every thirty minutes during the reservation period, including caviar selections, sliced Jamón Ibérico, individual black truffle pizza slices, house-made kettle corn, and much more. Reservation options include single lounge chairs with the purchase of half a bottle of champagne or rosé, a cabana for two with a bottle of champagne or rosé, or a cabana for six with three bottles of champagne or rosé. Package and reservation prices range from $300 to $4,800 depending on bottle selection and group size.
Malin’s vision guided the Snow Beach concept and design, from the custom cabanas and chairs, to the lifeguard stand and snow games, allowing guests to feel as though they are literally stepping into one of his extraordinary prints. ASPENX hopes that the unique design elements will help to create an unforgettable experience that captures the Aspen spirit through a whimsical lens. Visitors to Snow Beach are encouraged to take their own pictures and use #SNOWBEACH to create personal ‘Gray Malin’ moments to share on social media as they enjoy the unique mountain top scenery.
“Aspen has always inspired world-class artists, and Gray Malin is no exception; the way his exceptional eye can encapsulate the beauty, glamour, and playfulness that is winter on the mountain is both fun and inspiring, and serves as the perfect backdrop for Snow Beach,” says Paula Crown. “We are continually pushing ourselves to innovate and think differently at ASPENX, and this unique seaside-meets-slopeside inspired design is a great way to elevate the après-ski experience and have our visitors benefit from something Aspen has always been known for—our mountainside hospitality.”
Snow Beach ASPENX Gray Malin is the latest announcement from the ASPENX brand, which launched at the top of ski season in December 2021 and joins a roster of exciting collaborations and experiential programs in the works. This season alone, ASPENX has leveraged the expertise of Aspen Skiing Company’s world-class ski professionals to develop its first line of ski wear and clothing with equal emphasis on performance and style. Recent launches for ASPENX also include ski apparel, gear, accessories, and limited-edition custom collaborations with leading brands such as Prada. The brand’s brick-and-mortar store located within Aspen’s iconic Gondola Plaza serves as a new location for guests to shop premium performance wear and immerse themselves in Aspen’s innovative spirit. Visitors can enjoy a selection of grab-and-go food and beverage options, such as signature breakfast pastries, brain bread, and a variety of espresso drinks serviced by The Little Nell.
Tickets for Snow Beach can be purchased on https://aspenx.com.