Profile

Geography whizzes and billionaire ski-buffs know Gstaad as a posh Alpine village. (Dan Aykroyd's character in Trading Places had a watch that told the time there.) But for this mixed crowd of couples and singles, after-work drinkers and pre-clubbers, Gstaad is a cozy, chic lounge in the Flatiron District. Few of the cocktail quaffers who recline on seats referencing old ski lifts are watching the filmed downhill racers flickering on the large white wall. But hey, it’s a welcome alternative to televised sports. So too is the music, which reflects owner Anthony Pace's taste for Bjork and Fischerspooner before giving way to eclectic weekend DJs. The spacious room’s surfaces and giant columns are bare of the bric-a-brac you might expect from a theme bar, although toward the back, the walls slant as if you're walking among the Alps. The cozy couches in the private back cabin—where outdoorsy photos grace the '70s-ish wood paneling—can be reserved by anyone: No bottle service or deposit required. If you want real true Swiss exclusivity evidently, you’ll just have to get on a plane. — David Farley