Did you know the Nobel Peace Prize was conceived over lunch at one of the best hotels in Europe?
In this GIC on location interview, Jeremy Mason McGraw (GIC’s Creative Director and Photographer of the Baur Au Lac) sits down with the hotel’s General Manager, Wilhelm Luxem.
He explains a little bit about the history of the hotel and its role in the rise of the European Hotel Industry, The Nobel Peace Prize and a family Tradition of Excellence in world leading service. This 5 star Luxury Hotel is just as much a part of history as it is a part of the present standard for hospitality.

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