When she talks about her work, Jessica Covi's eyes sparkle and she can't help but throw in a few English words. Despite having travelled around the world, the young woman from the Gschnitztal Valley has never lost that special link to her home region of Tirol. "My husband comes from America. He is often shocked, in a good way, about the level of luxury we have here in Tirol. The warm welcome, the cleanliness, the security."

Having worked for renowned companies in New York, the industry designer is now employed with a large automobile manufacturer in Munich. "I have a really interesting job where I am always outside my comfort zone," explains the young woman from the village of Trins. Her parents still run the Trinserhof hotel in the Gschnitztal Valley, where she has helped create many of the design elements.

As if that wasn't enough to be getting on with, Jessica also runs the design line "Grete Kraft Atelier". This label brings together many artisanal craftsmen from the Tirol region who make stylish everyday objects such as stools, cutting boards and knives. The company's credo is clear: simple, practical, stylish. Indeed, Jessica even goes as far as to announce the "end of kitsch". Last but not least, she is also involved in the culture initiative "Holding Heimat". But that's a story for another time...

Jessica Covi, industry designer

The Gschnitztal Valley, a side valley branching off the Wipptal Valley running north-south between Innsbruck and the Italian border, is known as a place of peace and quiet. Far from the madding crowds of tourists, the Covi family has run the Trinserhof hotel in Trins for three generations. The hotel is a fascinating mixture of traditional Tirolean design and Italian flair. Indeed, so rich is the history of this hotel that it even has its own biography named "Zeitreise".