It is hard to imagine a better backdrop for a winter event than the Swiss alps. The resort town of St. Moritz looks out over a valley and lake of the same name. The town earned its winter playground credentials by hosting the Winter Olympics in 1928 and 1948. St. Moritz lake accumulates a thick layer of ice each winter. While many head for the ski runs in the surrounding mountains, fun-seekers have recently opted to head for the frozen lake for winter fun.
After decades of germination, a preliminary idea of an automotive event emerged in the winter of 2019. The International Concours of Elegance of St. Moritz, better known as The I.C.E., formally kicked off in 2022 and gained momentum in 2023. It combined a day of static display with a dynamic day of driving on a course laid out on the frozen lake. Those accustomed to concours with finely fettled spotless cars wheeled across manicured lawns found a very different experience, but shapely cars and colors on a stark white winter stage makes for a striking contrast.
An enthusiasm for ice driving combined with a distinctive location produced immediate support and a line-up of remarkable automobiles. The I.C.E. quickly found favor with cars not typically associated with sideways winter antics. Exotics from Lamborghini, classics from Bentley and Jaguar, and fillies from Ferrari came from all around Europe for the weekend.
With a little glamour and style, scarves and gloves warded off the cold. Smiles behind the sunglasses showed the sheer fun of drifting cars on the frozen lake for style points, spraying snow and ice from the studded tires. It was a photographer’s dream.
Participation by application allows curation of interesting and compelling hardware. With owners (and potential owners) in town, marques like Ferrari and Pagani have followed their customer base and embraced The I.C.E. Seeing Pagani’s brand new Utopia and now-classic Zonda on the snow gives an unusual and unique branding and customer-engagement opportunity.
Taking advantage of the work involved to prepare the surface, Ferrari Classiche offers its own driving event outside of the concours that spans three days. Guests taste a selection of historic Ferraris that range from a 308 GTB and GTS, Mondial, and 550 Maranello. If that was not enough, the Ferrari Pilota Classiche St. Moritz driving experience is the only place in the world to drift a 365GTB4 Daytona in the snow – and not have to worry about hitting anything.
The benefit of the venue also comes with uncontrollable variables. Organizers selected the location but cannot control the weather. Participants converged on St. Moritz for the 2024 edition and got a glimpse of good weather just before a snowstorm intervened to cancel the outdoor concours and driving events. The concours show continued in the form of a hotel garage party.
The 1979 Aston Martin Bulldog took a concept car award and a 1963 Ferrari 275P earned an award in the racing legends class. The 1938 Delage D8-120S won best of show. While a formal dynamic driving day was not viable, the rolling parade of hardware through the streets of St. Moritz still put on a show.
While 2024 did not turn out as planned, organizers will be back with The I.C.E. once again in 2025.
