Against the breathtaking backdrop of the frozen lake of St. Moritz, Maserati takes center stage at The I.C.E. St. Moritz 2026, one of the world’s most exclusive automotive and lifestyle events. Taking place on January 30 and 31, 2026, the event marks a defining moment in the brand’s history: the Year of the Trident, celebrating 100 years of Maserati’s iconic emblem and a century of motorsport heritage.
Most notably, Maserati unveils a world premiere from its Fuoriserie customization program, showcasing uncompromising Italian luxury, bespoke craftsmanship, and cutting-edge innovation. This one-of-a-kind creation perfectly reflects Maserati’s DNA: performance, elegance, and character — all tailored to the individual.
In addition, Maserati presents an exceptional lineup at the I.C.E. Village, including the MCPURA Coupé, MCPURA Cielo, GT2 Stradale, and the exclusive GranTurismo and GranCabrio Meccanica Lirica One-Offs. Furthermore, selected models come alive during dynamic driving experiences on the frozen Engadin lake, transforming luxury into a visceral, immersive spectacle.
Heritage also plays a central role. As part of the International Concours of Elegance, two legendary classics — the Maserati 300S and Maserati 4CLT — honor the brand’s deep racing roots and timeless design language.
Unlike traditional concours events, The I.C.E. St. Moritz blends elegance with action. Cars are not only displayed but driven, experienced, and celebrated in extreme alpine conditions, creating a unique cultural and lifestyle showcase.
One hundred years after the Trident first appeared on a racing car, Maserati continues to leave its mark — on the road, on the ice, and at the pinnacle of Italian luxury.