In this compelling interview with Mr. Bernhard Schluga, one of the founders of I-AM-ESCAPE, we gain a deeper understanding of the ethos and evolution of this innovative retreat. Schluga, who transitioned from a life rooted in the countryside to a career in urban design, reflects on how his diverse experiences shaped the vision for I-AM-ESCAPE. He delves into the retreat's foundational values of rest, focus, and growth, emphasizing their connection to nature and the importance of fostering authentic, transformative experiences for guests. Schluga also shares how the integration of local and international perspectives enriches the retreat, creating a unique environment where individuals can build lasting connections and meaningful memories. This interview provides a thoughtful exploration of how I-AM-ESCAPE merges creativity with tranquility to offer a distinctive and enriching escape from everyday life.
J: What inspired you to create I-AM-ESCAPE, and why did you choose Austria’s forest as the location?
BS: In the beginning, it was just a dream to take our creative team from Berlin to the countryside, allowing us to focus on a specific project. While the big city is a significant source of inspiration, I realized that a remote environment could greatly enhance our workflow, particularly the creative process. That was the initial idea. About eight years ago, I inherited this farm from my grandfather, who always dreamed of me returning and doing something meaningful with the land. I promised him that I wouldn’t sell the farm and would take care of it, but I also made it clear that I wouldn’t be a farmer in the traditional sense. Instead, I shared my vision of creating a retreat for our team and clients, and he was thrilled with the idea. He saw the first plans before he passed away six years ago.
The main catalyst for starting this project was the onset of the COVID-19 pandemic. After returning from a job in the Philippines, we were heading back to Berlin but decided at the airport in Vienna that the countryside would be a much better place to spend the lockdown. That’s when everything began to take shape. Initially, the focus was on creating something for our team and clients, but as we started building, we realized there was a significant demand for intimate, remote offsite locations. Unlike conference hotels or similar venues, people were seeking a private, secluded space where they could focus entirely on their group and project without distractions.
J: What is your vision behind I-AM-ESCAPE, and how does it shape the experience you offer?
BS: At the outset, we sought to identify our core values, ultimately centering on three pillars: rest, focus, and growth. These became the foundation of our entire project. Rest represents the moment when you step away from your daily routine, centering yourself and reconnecting with nature. Focus is about entering a work mode where you can concentrate entirely on a specific topic without any distractions from your surroundings. Growth ties together local and international elements, reflecting the natural cycle of life on the farm—where everything revolves around growth. However, this growth also extends to a personal level, drawing on lessons from rural life and farming to inform our work in the creative industry and with the companies we collaborate with. This blend helps us ground ourselves and provides a compass to navigate our path. This, I would say, is the overarching vision behind I-am-escape.
J: How do you define 'life work' in the context of your space, and what key elements contribute to a fulfilling life in your perspective?
BS: When we began this project, I often recalled my grandfather’s words. I remember one weekend when I was visiting from Berlin, we were working in the forest together. He noticed me constantly checking my phone and, in his calm and gentle way, mentioned how grateful he was not to be constantly connected. He appreciated the freedom of not always being reachable, relying only on his landline, where people knew roughly when he’d be home. This made me reflect on how much stress comes from being available 24/7. It inspired the idea of creating a space where you can consciously choose between being connected or disconnected.
In the initial construction plans, we even included a “red button.” Press it once, and you’re connected to the world with high-speed internet, voice calls, everything you need. Press it again, and you’re entirely offline, with only a fireplace, a library, and other analog pleasures. It’s not that we’re against digitalization; we simply believe that making a conscious choice about when to be connected is crucial.
One of the things that inspires me most here is seeing the beauty of connecting locals with people from abroad. Each person brings a unique perspective, sparking interesting conversations. When it comes to living a fulfilling life, I believe it’s about being conscious of where you are, understanding what drives you, and finding your own path—without adhering to any rigid dogma.
J: What role does nature play ?
BS: I believe all three of our pillars—rest, growth, and focus—are deeply rooted in nature. After spending 20 years in a big city, we realized how disconnected we had become from the natural world, the changing seasons, and even the weather. City life often reduces these experiences to mere complaints about rain or fleeting joy in sunshine. But living on a farm offers a completely different perspective. We recognized the importance of being conscious of the seasons we’re in. For example, we have a harvest season, a season when young animals are born, and times when we close the retreat. The rhythm of when I-am-escape is open or closed for events is directly tied to nature.
When we met the woman who hunts on our property, we learned even more about reconnecting with nature, which has become a driving force for us. Our latest artist-in-residence program also reflects this connection. It’s similar to our stance on digitalization—we’re not against urban living. In fact, we believe cities offer many opportunities for society to explore new ways of life. However, it’s about finding balance.
For instance, artist Fabian Knecht created an installation on the farm by draping a surgical cloth over a section of nature. This simple act invited people to focus on their surroundings in a new way, allowing them to rest within the art and see nature as they never had before. I brought my 90-year-old grandmother to see it, and it took her a few minutes to realize that the rocks and landscape hadn’t been moved or altered. The installation simply highlighted their beauty. She told me it took her 90 years to truly see how beautiful that rock was, recalling how she had played under it as a child. This experience perfectly illustrates what I meant about different perspectives—everyone brings something unique to the table, revealing things others might not have noticed. Fabian’s conversation with my grandmother sparked many interesting discussions, and it’s this kind of interaction, deeply connected to the region and nature, that truly interests me.
J: What have been some of the biggest challenges in the project so far, any particular situations that you still keep thinking about?
BS: We were fortunate in many ways. When we arrived, we started with a few small building projects, which allowed us to meet and connect with local builders. We were especially lucky to work with Gerhard Maurer, a constructor from Fresach, who became our consultant throughout the process. His guidance helped us navigate the project smoothly, avoiding major issues during the building phase.
One of the biggest challenges for me was managing all the complexities at once. For instance, using heavy equipment like a caterpillar meant planning multiple steps ahead to avoid unnecessary disruption to the meadow. My main concern was ensuring that the farm’s character remained authentic. I wanted to make sure that any changes we made didn’t alter the farm’s timeless feel or make it obvious that it had undergone a design process.
In the end, I believe we succeeded. When you visit the farm, it feels as though it has been here for centuries. The subtle details blend seamlessly into the environment, offering a sense of enduring presence without any overt attempts to impress.
J: How has I-AM-ESCAPE influenced your own lives?
BS: Few things have influenced my life as profoundly as this experience. I spent my entire childhood here, but at 14, I left for Graz, then Vienna, and spent most of my life in big cities. Deciding to move from urban life to the countryside wasn’t a decision we made consciously; it happened gradually. We started with a few days here, then extended our stay, began building, and eventually realized that we had seamlessly transitioned into country life.
What I truly enjoy about I-am-escape, and I believe my wife Kathrin would agree, is the opportunity to be hosts. My daily routine as a designer involves sitting at a computer and interacting with clients, but it lacks the personal touch of hosting. I love creating experiences and making people feel welcome, whether through design or a memorable evening. I-am-escape has allowed us to engage with fascinating people and have meaningful conversations, which I find one of life’s greatest pleasures.
While we often set goals and have dreams, things don’t always turn out exactly as we envisioned. However, with I-AM-ESCAPE, I’ve been continually amazed at how the events and projects have exceeded my expectations, often turning out even better than I had dreamed. Overall, I can say that I-am-escape has made me a happier person.
J: You mentioned that you have a very personal connection to Fabian Knecht’s upcoming first art installation at I-AM-ESCAPE. Could you share a bit more about that with us?
BS: To understand this fascination, I need to revisit my childhood and my time studying design at the University of the Arts in Berlin. I became captivated by the idea of removing objects from their context and placing them in a stark, white space. I would collect photos of intriguing items, cut them out, and place them in these white cubes with meticulously drawn shadows. I didn’t fully grasp why this fascinated me until a friend gave me a children’s book called Where the Wild Things Are. I remembered having this book as a child, and when I saw a particular illustration—a forest growing in a boy’s bedroom—I understood my fascination with placing things in unfamiliar contexts.
Years later, while working on a project for Red Bull, a friend recommended I visit an exhibition by artist Fabian Knecht at the Libby Gallery. Seeing Fabian’s work rekindled that childhood fascination, as his art presented a similar sense of wonder and displacement within an adult art context. I began collecting Fabian’s pieces and discovered we had studied at the same university and shared mutual friends, which made our connection even more meaningful.
When we launched I-AM-ESCAPE, I knew I wanted to have an artist-in-residence program. Fabian was the first artist I reached out to, and he agreed to create an installation here. The residency fulfilled all my dreams. Fabian not only connected with local farmers and hunters but also collaborated with them, preparing a deer with the hunter and enjoying many shared dinners. The experience was everything I had hoped for and more.
J: What do you hope guests take away after their experience at I-AM-ESCAPE?
BS: I hope that guests leave with lasting, meaningful memories from their time here. While their focus might be on specific activities—like a yoga retreat, business workshop, or networking event—I would love for them to gain something that extends beyond these activities and resonates personally. It’s important to me that they encounter diverse perspectives through our international guests and local community connections, as this can offer new insights into their experiences.
Additionally, we aim to make guests feel more than just visitors; we want them to feel truly integrated into I-AM-ESCAPE. We strive to foster a sense of belonging, rather than merely providing a rental space. This approach helps build long-term relationships with both the location and the people here, creating a more meaningful connection that lasts well beyond their stay.
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You can find more about I-AM-ESCAPE here .