For most rock and ice addicted, battle hardened mountaineers and climbers out there, a mere visit to an outdoor store doesn’t perhaps sound like an achievement worth mentioning and something to write about. However, for some of us, adventure loving folk from NW outskirts of the Balkan Peninsula, who rarely have the chance to visit such colossal wonders of modern outdoor architecture, it is a rare opportunity to celebrate the marvel of mountain sports right at its core. Especially if a store is located at the Salewa Bolzano HQ.
Writing. How far from the original idea?
Every time I sit behind a computer and grab my little notebook to write about particular subject, in the end, it turns out miles from the first idea and sketch. That is exactly where the thrill of it dwells and to paraphrase one of Croatian greatest literary masters, Miroslav Krleža, writing breathes life of its own on that piece of paper, taking you places, taking away your means of directing, becoming rather a master conductor itself. So, instead of a straight up writing on the wall, what you have here is a strange plot full of side quests, unexpected adventures and lore of all kinds.
Well aware that sidestepping can drive the reader away, still I’m gonna let my mind lead the way wherever it pleases, to odd, far away lands and thoughts, drawn towards even stranger winds, drawn towards chasing the great Spirit of Freedom. Meditation it is called by some, prayer by others, I’m gonna call it the good grace of this world. Alas, it came to be that this is not a story about Salewa, as much as it is with Salewa, inspired, as always, of life and wherever it may lead, from one admirer of mountain sports and mountain culture, to another.
It happened fast, and it happened by chance, as usual. We were sitting at the comfort of our home for too long, leaving some very hard months behind us, talking, tossing impressions and ideas throughout the place, until our eyes met, grinning; it’s on. And it was just a matter of time. “Let’s go!” Somewhere in the back of my head I knew Salewa is in Bolzano but I’ve let it somehow slip under the radar and for the trip we have chosen Messner’s Firmian Mountain Museum, the one among wonders and a source of immense inspiration when we dare to speak about mountain culture of South Tirol. Luckily, as we were walking and wondering at a thousand stories artefacts spoke of in their lore, all one had to do was to approach, stop and listen, for if you listen, they shall whisper. Of adventures most renown, and the ones unbeknownst to you, the ones of equal, if not greater importance.
Next thing you know, we were getting acquainted with Tom Collins workmanship nicely tucked away in our yellow Snow Monkey, going strong for that liberating, sparkling sensation in our tummies :), on top of the Firmian castle, Salewa headquarters is highlighted as an example of “healthy and sustainable development in the field of mountain sports, oriented to the future and powered by innovation1.” We didn’t have a clue that such a social impact the brand has had over the years, with its approach to the outdoor way of thinking, but then again, I was not surprised. Selling Salewa’s gear for years back in the day while I was working in fabulous Kibuba outdoor store (also an amazing story worth telling in time) and being a client of the brand myself, I knew Salewa for what it was. Now the pieces of the puzzle just came together.
For someone like me, whose humble origins go shoulder to shoulder with scarcity of opportunities to visit and witness monumental pillars of development of outdoor culture, I believe Salewa is a company distinguished by pioneering, humanistic approach, connecting business and life in a single, interdependent system. The one where you work and live, together, as friends, as family. This is something I’ve picked up from all great companies I admire by following their work; in business, you gotta stay on the right side of the equation, the fair side, the human side.
The Tale of Salewa
The tale of Salewa dates back to 1935 when Josef Liebhart registered a company for manufacturing saddler and leather goods in Munchen, naming it Sa (saddle), Le (leather), Wa (wares). After WWII, in the late forties, Salewa produces camera bags for renown Agfa company, as well as leather footballs, motorbike bags and ski poles made from hazelnut tree, which became a major sales item back in the day. In the 50’s, Andes backpack was made, supporting Hermann Huber, a man whose innovative approach revolutionised mountaineering, known as Mr. Salewa, for he became the managing director of the company. From today’s standard design of ice crampons to tubular ice screws, the company under Huber’s guidance made history day after day, thanks to creativity leading to technical innovations2.
1979 is the year of the Eagle, a logo created to symbolise strength in quality and performance of Salewa products, bringing the company ever further into the core of sports and culture, giving birth to collaboration with the grandfather of mountaineering, the one and only, Mr. Reinhold Messner as well with the legend of Kurt Albert. After the huge rise in popularity of mountain sports, in the 90’s Salewa moved to Bolzano and further development of the equipment was made, side by side with other iconic brands of our great sport. The rest is history.
From the Top of the Firmian
The great road of adventure called life led us eventually to South Tirol. Little did I know that from the top of the Messner Mountain Museum, a place of legend and lore, shall I gaze upon another one of those modern wonders, where one can feel the spirit of mountain sports embedded into the hardest of cores of every single person I’ve met here. The Salewa Bolzano HQ Store. And what an HQ it was, in the truest of sense, a mountain constructed by hands, surrounded by mountains structured by design of Nature herself.
It felt surreal. A cradle of the gear producing giant right there, manifesting itself before my very own eyes in a building so big and wholesome that the very fabric of mountain culture presented itself in crystalline mirrors, naturally reflecting the surrounding area, mountains, fields and roads leading us anywhere we want. It is like a living organism, ready to meet the best local ideas made through the deeds and creative sparks of ordinary folk like you and me, for we are indeed the motor that keeps this great outdoor machine up and running, always ready to meet and transform them into global standards invented and reinvented according to trends and demands of our best players out there. This glassy, mirrory, 17.000 square meters techno giant stood in front of us since 2011, and now, 12 years later, we have arrived to see it in person. Entirely by chance. It was a big deal for me, to stand here, to savour the moment, digest the process, enjoy the walk before reaching the top, if you love and live for the great outdoors, I’m sure you know what I mean.
I remember a guy passing near me when I was trying to find my way into the store, asking him where should I enter, lost in first impressions of the monumental glass architecture. I don’t quite remember his response, but what I remember were his eyes, mountain in his iris, climbing in the core of his being, I just knew I was at the right place, at the right time, where all my senses can be freed while browsing through the latest design, as well as through some classics of the brand, since they have recycled and refurbished gear corner in the store.
When, at last, we had stepped inside, visual effects of the giant interactive wall, introducing and connecting us with everything Salewa stands for, leaves me speechless and, more importantly, thoroughly impressed by the approach of store experts. Their communicative, easygoing, relaxed attitude, completely took by surprise my crude Slav manners, taking me away on a journey through the alpine way of life of the youth, full of unburdened expression and elevated spirit of which the first shall become heavier in time, while the other would persist to shine forever, from father to grandfather, mother to grandmother, generation to generation. In the end, I even found modesty in their expertise and remained forever fascinated by this rare jewel in a broad palette of contemporary human traits these days.
Functionality side by side with carefully selected aesthetic detail, that is Salewa in the flesh, a song of colours of mountain sports, drawing nature and people ever closer together, inspiring creativity, technical and ethical improvement both inward and outward. Harbouring lesser environmental impact and greater one on the soul. Encouraging emitting and consumption of greener, lighter energy aimed to fulfilling multiple objectives, one of them being leaving our lesser impact on this Earth, the other, intertwined with the former being developing higher cultural and moral consciousness.
The Cube
Studying the space with my own eyes, discovering detail, after detail and scrambling through additional literature from expert read about the Salewa HQ, I stand surprised and corrected by how very little we have actually seen. Now, when I think about it, it is quite logical for such an achievement to harbour splendid details like nursery, roof garden and gaming arena, incorporated in working space and I wish I could say more about architectural and technical details, however, there are people who know about this more than me so I recommend this excellent article from Infobuildenergia, where the space is broken down into precise details.
Of the Cube, I can, on the other hand, say one or two. Amongst finest climbing halls I’ve seen. Impressive. Colourful. Playful. Elegant. A modest climber’s dream is to work and climb in the same space, it is personal, it is intimate and perhaps, one who enjoys doing it, feels grateful. I surely would. Primary test ground for Salewa products before they embark on terrain trials, a true “bridge between the city and the mountains”, set and reset from experts in climbing, mountain guides and mountain rescue for everyone to enjoy and find a piece of that route for her/himself. Together with the Bivouac bistro, a circle of harmonious, dignified way of life, workmanship incorporated, is complete.
Everything from the inside out feels out of this world every time I return to this hive of South Tirolean mountain culture where creative minds tirelessly buzz here and there, producing high quality equipment so we can enjoy our little adventures and return from our grand expeditions and rescue operations safe and sound to the comfort of our homes. Everything here reminds me of commitment to go, as Captain Picard of the USS Enterprise so courageously put, where no man has gone before. And indeed, technical and architectural features of this achievement are far beyond my humble reckoning of what is what but with certainty I can exclaim, alas! many of the procedures incorporated here were revolutionary in Italy and perhaps in Europe, which make this building even more important.
Why?
Therefore, I ask myself for how many times now, why? Perhaps we are kind of possessed to climb, to go further, to test our limits until we reach the utmost of capacities of our senses, until we reach the highest points of our connection with something higher than ourselves, dare I say, until we reach God. For we have put so much effort in her, so much of ourselves and it returned to us in form of belonging amongst the mountains, under the clouds, under the rays of sun lightening our tomorrows. That is why I shall not talk so much about the gear today, it is not necessary. Who amongst us had the special opportunity to wear and test mountaineering and climbing equipment, knows of Salewa. Knows of quality, elegance and technical perfection. Who, amongst us, walked in those shoes and boots, wore Alpine Wool and Hemp, who has had exposed those hardshell jackets and backpacks to the hardest of the weather cores and sharpest of alpine rocks, knows what Salewa is. I shall just raise a hand and salute, lost somewhere high in the mountains and remain at ease, for being lost and yet safe, that is half the reason and half the answer to why we go there in the first place.
In the end of this, in the beginning little article, now apparently with its own evolution ideas to grow ever bigger afore the end, let it be said that this is not a paid advert. Nor is it motivated by any outer source except by a desire to spread the good word and exchange experience through this architectural, mountaineering and nature preservation oriented masterpiece, as well as to motivate fellow explorers to pay a visit, I surely shall, again and again return to admire and learn from these great people and experts, always finding new inspiration to create. For I have come to understand that we have more in common than I would expect and hope at the beginning of writing my story. I hope that this first shall not be the last of the writings about the tales and brand lore and that I shall be fortunate enough to visit more and more protagonists of climbing and mountaineering gear creators who contribute to the quality of our adventures. And in the very end of ends, but not least important, this story shall forever hold a special place in my heart of hearts as one of two I was writing on the day my daughter was born. So blessed, so thankful. Peace out, bless you all.
Information resource:
- www.infobuildenergia.it, a Portal of Sustainable Architecture, Salewa and the new headquarters that represent Alpine spirit,
- https://www.salewa-cube.com/en/we-are-cube, official site of the Salewa Cube climbing hall,
- https://www.salewa.com/our-history, history of Salewa, official Salewa site
