Cube's name is expressive. The building is a glass cube, unashamedly modernist amongst the traditional Tyrolean valley chalet style architecture. The ‘shock of the new’ is added to by the building being floodlit after dark, and the floodlighting changing colour every couple of minutes.

The floodlighting is computer controlled and can be used for sponsor messages for events, corporate logos etc.That this is acceptable in a remote country community may seem, to English eyes at least, totally unexpected. To a rural community that relies to a large extent on year round tourism then the development is a welcome sign of jobs and prosperity.

The Cube fosters that all year round tourism, driven through the winter months by the snow sports and the rest of the year by the enormous fan base for mountain biking. The hotel has clearly been defined to meet the needs of these sporting communities, with unique provision for their needs. It also offers hang-gliding, walking, child-centred trail experiences using large wheeled scooters and trikes all as a 'base to stay' in the mountains.

The third of the Cube hotels to be developed, the Biberwier-Lermoos site meets the location mantra of Mr Hilton perfectly.It is located in a beautifully scenic valley, located at the centre of 100 different cycle tours covering 4,330 kilometres of the Tyrol, and located within 200 metres of the ski-lift system. Location, location, location.

In the summer the ski-lift will even take cyclists to the top of the mountains for the intrepid to use their mountain bikes on the ski trails, downhill only of course.There is also a concrete summer bobsleigh (run on rollers) run of over 1,300 metres, the longest in the Tyrol and enjoyable for children of all ages, even those over 60!

The company has looked hard at the requirements of the tourist in this area, and young or old, rambler, cyclist or skier, they have planned the hotel around those needs.