“I started working with hotels when I was 20 years old, and ever since, the hospitality industry has been, and still is, a huge part of my life,” says Jarle Moen, an industry veteran and currently, managing director of Sommerro, the trendy new five-star luxury hotel in Oslo’s upscale Frogner neighbourhood.
Taking on the task of launching such a high-profile property was a monumental task, but Moen, who also played a key role in the success of boutique hotel The Thief (reviewed by Luxury Lifestyle Magazine in 2020), was certainly up for the challenge.
“Sommerro is a monument to Oslo’s legacy,” he explains. “With everything our house has to offer, we aim to give our guests something extra, something they haven’t experienced before, whether it’s the food they eat, the drinks in our bars, the view from our rooftop terrace, or the history and art our house represents, and we aim to do that with warmth and a beating heart for guests and hospitality.”
A member of Preferred Hotels and Resorts, Sommerro is the capital’s first Art Deco hotel, with 231 rooms and suites, four restaurants, three bars, and a rooftop terrace to boot, where guests will discover a strong focus on both design and wellness. Late last year, the hotel opened Vestkantbadet, an underground luxury wellness space that further solidifies Sommerro’s position as a true urban retreat.
In April 2023, another new launch will grace the Sommerro family with the opening of Villa Inkognito, a 19th-century villa located next to the hotel and accessed via a hidden entrance. Guests can book the villa as a private accommodation, ensuring full seclusion whilst still enjoying the perks of its next-door neighbour. “There are not many places like this in Norway, if anything, where you can get full privacy but yet have access to everything Sommerro has to offer,” says Moen.
Luxury Lifestyle Magazine writer Ina Yulo Stuve speaks with Moen about the challenges he faced in opening Sommerro and his favourite things about living in Oslo.
If we asked your ten-year-old self what you would be doing now in terms of your career, what would he say?
I knew early on that I wanted to become a leader. I’ve always been passionate about people, and most importantly, creating teams that push for memorable results. Looking back, I think my ten-year-old self would say I’m right where I should be in terms of my career.
The idea of luxury has often been a taboo subject in Scandinavia. How do you think this has changed in recent years?
I think people, especially after the pandemic, invest more money, research and time when they are travelling. And for some, that means checking in at luxury resorts, or experiences that can offer something different. Earlier we had mostly international guests visiting the luxury hotels, but now we truly see a change and are welcoming more Scandinavians and locals who are either planning a vacation in their own country or a staycation. Scandinavia now has various possibilities with the opportunity to tailor the experience at your request.
What were some of the biggest challenges you faced when opening Sommerro?
Sommerro is one of the biggest projects I’ve ever worked on, but it is also a once-in-a-lifetime opportunity. And of course we faced some challenges on our way like restoring a building from the 1930s, a pandemic – I could go on, but the truth is, it has been a really great experience. We have a fantastic team working at Sommerro, and opening this hotel has truly been an excellent example of hard and dedicated teamwork, and now we are here welcoming guests and visitors every day.
What do you love the most about living in Oslo?
Everything Oslo has to offer. If you love art, we have great museums and attractions, we’ve got restaurants and bars, all the various properties you can book for a staycation, and, best of all, the fantastic nature within walking distance or just a short subway or boat ride away. As a local, you can experience something new every day and that is quite unique.
What are your favourite cocktails and dishes on the current menus at the hotel’s restaurants and bars?
At Sommerro we have various possibilities: from traditional a la carte, to tapas, to sushi with a Nordic twist. It is hard for me to choose a favourite, but the Chef’s Choice menu at TAK is definitely one for the books, as is having a drink at our bar in Ekspedisjonshallen.
In Ekspedisjonshallen you can have a drink while enjoying artwork from the famous Norwegian artist Per Krohg. You’ll have a live jazz band setting the vibe and a menu with endless options. My personal favourite from the menu? Section 7, a fresh, spicy, and sharp combination of Michter’s Rye Whiskey, De Luze Cognac, St. Germain Elderflower liquer, balanced off with cucumber, chili, and lemon.
You’ll be opening Villa Inkognito in mid-April, a first for Oslo’s hotel industry. Could you tell me more about it and the gap in the market you were looking to fill?
Villa Inkognito is a part of Sommerro, and formerly a private residence built in 1870 by architect Thøger Binneballe. This magnificent villa served as office space for the Oslo Lysverker electrical company before housing the Algerian embassy from 1980.
It is now being reopened as a private villa with 11 rooms and suites, several opulent living rooms, an open kitchen, an intimate bar and a fitness room in the basement. You can either book the whole villa or separate rooms of your choice. The interior design is the work of award-winning firm GrecoDeco, with magnificent details and vibes. Villa Inkognito is your home away from home, once you move in, you’ll never want to leave.
In your opinion, what is the most difficult part about being a leader in the hospitality industry?
The world is definitely changing, and that means we also have to adjust and develop new opportunities and experiences. You have to bring your A-game every day and, yes, it can be challenging sometimes, but most of all, we all look forward to going to work every day. It is a privilege to have a job where you can work with so many skilled and passionate colleagues.
If you had to plan a full-day itinerary for guests visiting the hotel, what are the places around Oslo you would recommend they visit?
I would, of course, recommend they start with a breakfast at Sommerro, then city sightseeing visiting our fantastic Munch Museum and our new library, Deichmanske, both located in a new area in Oslo, Bjørvika. For lunch, I would recommend Atlas Brasserie at Amerikalinjen – great food, vibe, and perfect for people watching. A hidden gem at Fredensborg, Nektar, is perfect for a glass of wine.
Within walking distance from Nektar, you have the Norwegian Parliament and the city hall, finishing up with a walk through Slottsparken and the Norwegian Castle. After a long day sightseeing in Oslo, it is perfect to end the day at Vestkantbadet, with a swim, sauna, or even some spa treatments of your choice, before dinner and live jazz music in Ekspedisjonshallen.
Factbox
Sommerro, a member of Preferred Hotels and Resorts.
Address: Sommerrogata 1, 0255 Oslo, Norway
Phone: +47 21 40 49 00
Website: sommerrohouse.com
Instagram: instagram.com/sommerrohouse, instagram.com/jarlemoen
Photography courtesy of Francisco Nogueira
