Loro Piana at The International Concours of Elegance St. Moritz

Every year, in the Engadin, a miracle of water and ice occurs. When winter reaches its peak, Lake St. Moritz transforms into the sparkling white stage of the world’s coolest concours of elegance on wheels: the I.C.E. St. Moritz. Here, collectors and enthusiasts witness a unique blend of speed, sophistication, and savoir-vivre, set against the breathtaking alpine landscape.

The I.C.E. has its origins in the mid-1980s, inspired by the timeless magic of St. Moritz and its frozen lake.

 In January 1985, a group of British drivers, led by Keith Schellenberg, drove their vintage Bentleys across the ice to celebrate the centenary of the Cresta Run skeleton race.

Witnessing the contrast between the colorful cars and the pristine white lake sparked the imagination of auto-brand manager Marco Makaus, planting the seed for what would eventually become the I.C.E. St. Moritz.

After decades of planning, support from local authorities and sponsors, and a test edition in 2019, the first official event took place in February 2022. Its success proved that even ice can burn when fueled by passion.

From 30th to 31st January, Loro Piana returned for the third year in a row, bringing its signature elegance to the frozen lake.

 The Maison’s presence highlighted its historic bond with the world of classic cars, adding a new chapter to its legacy of refinement and style.