When friendship.is asked us to become part of D NA Semmering 2026, we didn’t have to think for long.

The idea behind the project was to look at Semmering differently — not by reinventing the place, but by bringing new energy to what’s already there. For our part, that meant taking Vibecaddy to the mountains and connecting golf, culture and people in two very different settings.

An old department store. A 100-year-old golf course. And our take on Sommerfrische.

We started at the iconic Südbahnhotel. A place that already feels like a movie set without doing much to it.

We took over the terrace for a few shots — including hitting golf balls straight from the hotel — before moving inside to produce content throughout its staircases, corridors and old rooms. Somewhere between grand hotel history and a Wes Anderson movie, there wasn’t much we had to add.

Sometimes the best production is just finding the right place and putting the right people in it.

The former Kaufhaus Louvre had been closed for 30 years before becoming part of D NA Semmering 2026. For one weekend, the landmark on the Hochstraße opened its doors again as a temporary Sommerfrische spot.

We used this unusual setting for a Vibecaddy shoot and brought a bit of golf inside — putting, small games, sandwiches and people hanging out in a place that had been quiet for decades.

The next day, we took things outside to the 100-year-old Golfclub Semmering. We created a show tournament around the historic course and used the iconic setting to produce a series of Vibecaddy shots throughout the day.

After the last putt, we fired up the grill and brought everyone together for food, drinks and music — turning the day into our own kind of On Course Session.