The project, dubbed Lina Peak, would rise 260 metres above the valley floor and cost an estimated €500 million.

Julen, a 61-year-old hotelier, designer and artist known for his daring and sometimes controversial creations, presented the proposal to a packed audience in November. His track record includes experimental designs such as a pressurised hotel atop the Klein Matterhorn and a rotating-bed hotel with a rooftop jacuzzi.

While some of his past ventures failed to convince Alpine traditionalists, others briefly captured the imagination before being adapted to more conventional standards.

The new tower would be built on four plots of farmland at around 1,500 metres altitude, roughly 800 metres from Zermatt’s entrance. Plans include a 40 x 40 metre base with 1,000 parking spaces, a 2,500-seat concert hall, shops, restaurants, a sports centre, daycare facilities, and a public swimming pool.

The lower 32 floors would provide affordable housing for locals and seasonal workers, while the upper levels would feature luxury apartments aimed at wealthy international buyers. A roof terrace with panoramic views of the Matterhorn would crown the structure.

Julen argues that the project is essential to address Zermatt’s housing crisis. With a permanent population of 5,800 swelling to 40,000 in peak winter season, property prices have soared to among the highest in Europe, leaving many residents and workers struggling to find accommodation. “The housing shortage is a serious issue. Many residents are forced to relocate due to a lack of affordable spaces,” he told Swiss broadcaster SRF.

Yet opposition is strong. Critics fear the skyscraper would scar Zermatt’s celebrated landscape, worsen over-tourism, and undermine the very beauty that draws visitors. Online reactions have been scathing, with one commentator joking: “Why not carve into the Matterhorn, build apartments inside, and install an elevator to the summit?”