Land in a Global 7500 at Samedan in the Swiss Alps, let the VistaJet Private World team take care of your itinerary to the Drivers’ Lounge on the frozen lake, drink a Fermented Garibaldi with Campari and orange at the Camparino Lounge, enjoy the alpine art of living at The I.C.E. St. Moritz. And repeat.
At its core, The I.C.E. St. Moritz is an automotive story. Yet the rare classic cars are simply one layer of a wider ecosystem that transforms the concours into a fully immersive luxury experience.
A vision shaped by passion and place
The origins of The I.C.E. St. Moritz are rooted in a moment of nostalgia, inseparable from the identity of St. Moritz. Founder Marco Makaus (below) drew inspiration from historic images of cars driving across the frozen lake in the 1980s, a vision that would eventually evolve into one of the most distinctive automotive gatherings in the world. As Marco notes, “The strength of the event lies in creating something truly unique, an experience shaped by St. Moritz itself and impossible to replicate elsewhere.”
From the beginning, the destination played an active role in shaping the concept. Marijana Jakic, CEO of St. Moritz Tourism, recalls how collaboration with the organisers defined the early stages of the project. “I think one success factor was that we really were included from day zero,” she explains. “We developed it together with the organiser, so it was never a completely standalone concept.”
This shared vision ensured that The I.C.E. St. Moritz evolved as a natural extension of the town’s identity. “St. Moritz has hosted iconic winter events for generations, yet The I.C.E. St. Moritz introduced a new energy that felt both nostalgic and contemporary,” Jakic adds.
Marijana remembers the early discussions vividly. “We said yes because it was aligned with our craziness somehow,” she says, reflecting on the boldness required to turn an idea into a winning reality.
Cars and community that span generations
Out on the frozen lake, the cars never feel like objects on display. Walking around, you hear conversations about details only collectors notice. You listen to owners leaning into stories behind each restoration, and you admire photographers chasing the light as it moves across polished bodywork. There is a quiet intensity to the way people engage with the collector’s pieces, as if every curve carries a memory.
As Marco Makaus emphasises, “Unique classic cars and the passion of their owners are the heart of The I.C.E. St. Moritz: the very reason for its existence.”
What makes the atmosphere different from a traditional concours is movement, because nothing feels static. Engines start, tyres trace lines across the ice and suddenly heritage becomes something alive rather than preserved. The experience is fully lived, reflecting a new way of enjoying luxury, one that is less about distance and more about presence. The past is powerfully experienced, activated and shared by a surprisingly diverse audience. Alongside collectors with decades of automotive expertise stand younger visitors documenting every moment through social media.
Marijana Jakic (below right) believes this layered demographic is central to the event’s success. “There are different niches and target groups,” she says. “You have the car collector, the car aficionado and then young car spotters who are fascinated by this world.” Rather than tailoring separate messages to each group, the organisers maintain a consistent narrative built around fascination with craftsmanship. The result is an atmosphere that feels inclusive without losing its exclusivity.
For St. Moritz itself, the impact extends beyond cultural relevance, as local partners report strong performance during the weekend, reinforcing the “economic significance of attracting the right audience to the destination”.
The UHNW experience
For many guests, the journey to The I.C.E. St. Moritz begins long before stepping onto the ice. Private aviation partner VistaJet plays a central role in shaping how visitors arrive and move through the weekend. Vista Global CMO Matteo Atti (above left) describes the concours as a natural fit for the brand’s philosophy. “It is an event where performance meets artistry, set against one of the world’s most iconic alpine landscapes,” he emphasises.
VistaJet’s Private World team focuses on invisible orchestration for members to benefit from curated itineraries, discreet hospitality and access designed around personal preferences. “Success for us goes beyond visibility. It’s all about meaningful engagement,” Atti observes. This approach reflects a wider shift among ultra-high-net-worth travellers. According to Matteo, there is a growing preference for experiences that feel quieter and more intentional. “Discretion has become paramount and flexibility is expected rather than appreciated,” he notes.
One-stop shopping strategies are also crafted by hospitality providers as a cultural stage. At the Drivers’ Lounge, Campari Switzerland’s Senior Brand Manager Agathe Vercelli (centre) approached the event as an immersive platform for guests. “Creating a VIP bar experience goes far beyond brand recognition,” she says. “It is about bringing our brands to life in a highly curated environment that reflects heritage and luxury cultural relevance.”
Agathe describes how within the Lallier and Campari Chalets, “Italian aperitivo culture meets alpine elegance.” Signature cocktails become part of the narrative, being served by figure skaters who turn delivering drinks into performance. For Agathe, the expectations of today’s luxury audience are evolving. “Luxury is defined less by scale and more by relevance and exclusivity,” she remarks, describing how guests increasingly value tailored, unique interactions.
Creating a story
It begins with listening. “Every complex request starts with understanding the intention behind it: not just what is being asked for, but why it matters to the person,” says Atti, highlighting the importance of understanding and translating UHNW preferences into meaningful experiences. Subtle shifts are being observed, says Vercelli, “Guests today are more intentional about how and why they consume, seeking experiences that feel sincere rather than just extravagant.”
Also for founder Marco Makaus, this is particularly noticeable as UHNW guests are drawn to the quiet precision and calm elegance that define the St. Moritz brand.
Behind the scenes, The I.C.E. St. Moritz operates as a coordinated ecosystem involving hoteliers, partners and local stakeholders. Maintaining a consistent level of quality across the town is essential to preserving
its fascinating identity. “We are known for quality of experience,” says Marijana Jakic of St. Moritz Tourism. “The customer journey throughout St. Moritz should always feel aligned.”
This cohesion extends from arrival logistics to culinary offerings, ensuring that guests encounter a seamless narrative throughout their stay. For Lexden Luxe, this orchestration highlights a key trend within luxury destinations. Experiences are shaped by how different touchpoints connect to create a coherent story.
For instance, VistaJet’s Private World team operates as a single point of coordination, working across trusted partners and local experts to ensure continuity and context, allowing decisions to be made quickly and discreetly. At the same time, partners such as Campari design their presence long before guests arrive, collaborating closely with organisers to create environments that feel naturally embedded within the custom-made VIP journey. Engagements are intentionally refined rather than expanded, with fewer touchpoints but greater relevance.
The quiet after the engines
As the sun begins to set over the frozen lake, Barchettas on the Lake, Open Wheels, Birth of the Hypercar, Icons on Wheels, and Legendary Liveries (the five distinct car categories taking part in the 2026 event) return to the Serletta parking and other garages. The relevance of The I.C.E. St. Moritz moves into private lounges, intimate dinners, after-parties and invitation-only gatherings that continue long after the engines fall silent. Behind the scenes, a partner network built on shared standards of discretion, service and data responsibility ensures that every moment feels perfect. Preferences, understood through observation and long-term relationships, allow experiences to unfold naturally rather than feeling staged.
In this way, The I.C.E. St. Moritz represents a unique chapter of the UHNW yearly agenda that stirs automotive heritage and contemporary luxury lifestyle, poured with a sense of alpine belonging.
For founder Marco Makaus, the essence of The I.C.E. St. Moritz remains rooted in a passion for engines, sports cars and vintage pieces. For the CEO of St. Moritz Tourism, Marijana Jakic, it reflects the identity of a destination that continues to evolve. For VistaJet CMO Matteo Atti, it offers a platform for perfectly executed bespoke engagement, while for Campari Switzerland’s Agathe Vercelli, it becomes a stage that elevates the wider guest journey.
As guests leave the lake and gather once again across the resort town, the rhythm of the Engadine weekend continues. The engines may quieten, but the circles tighten fully intending to enjoy the art of alpine living at The I.C.E. St. Moritz. And repeat, next year.
About the author
Rebecca Gabbi is Vice President of Lexden Luxe, CX advisory boutique to UHNW brands.
Images
Main: Mattia Tagliavini © The I.C.E. St. Moritz
Marco Makaus: Andrea Klainguti © The I.C.E. St. Moritz
Other images: Mattia Tagliavini / Davide Bianchet © The I.C.E. St. Moritz
Also: Vista Global. Campari
