Against the blinding white of a frozen lake and the rarefied air of the Engadine valley, Maserati returns to St. Moritz not simply to be seen, but to be felt. At The I.C.E. St. Moritz 2026, one of the most exclusive gatherings on the international automotive calendar, the Trident brand takes centre stage in a setting that mirrors its own duality: elegance sharpened by performance, beauty tested by extremes.
Set for Friday, January 30 and Saturday, January 31, The I.C.E. unfolds across the ice of Lake St. Moritz, where winter spectacle meets automotive culture. For Maserati, this year’s appearance carries added weight. The 2026 edition coincides with the Year of the Trident, marking one hundred years since the birth of one of motoring’s most recognisable symbols, inspired by Bologna’s Neptune Fountain and synonymous with Italian audacity and refinement.
That centenary reaches deeper still. It has been a century since Maserati first entered the world of motorsport, when the Tipo 26, the first car to wear the Trident on its bonnet, competed in the legendary Targa Florio and claimed a class victory on debut. That moment set the tone for a brand whose identity has always been shaped by competition, craftsmanship and character.
At St. Moritz, Maserati’s past, present and future converge. The frozen lake becomes a dramatic stage for the Trident’s performance credentials, highlighted by a world premiere from the Maserati Fuoriserie customisation programme. More than a one-off creation, this debut represents an uncompromising vision of bespoke luxury, where innovation and individuality are shaped by hand, guided by heritage and finished with unmistakable Italian flair.
The I.C.E. Village will host a curated display of Maserati’s most prestigious and high-performance models, each chosen to reflect a different facet of the brand’s personality. The MCPURA Coupé and MCPURA Cielo bring a focused, contemporary interpretation of Maserati performance, while the GT2 Stradale underscores the brand’s direct link between racing and the road. Alongside them, the GranTurismo Meccanica Lirica One-Off and GranCabrio Meccanica Lirica One-Off showcase the expressive potential of Fuoriserie craftsmanship, where mechanical purity meets lyrical design.
True to the spirit of The I.C.E., these cars are not confined to static display. Selected Maserati models will take to the ice itself, delivering dynamic experiences on one of the most famous frozen lakes in the world. It is here, in low-grip conditions and extreme cold, that engineering integrity and chassis balance are laid bare, reinforcing Maserati’s reputation for performance that engages rather than intimidates.
Heritage takes pride of place within the Concours of Elegance, where two iconic Maserati classics stand as living chapters of the brand’s racing story. The Maserati 300S and Maserati 4CLT, both steeped in competition history, embody a time when courage, mechanical ingenuity and elegance were inseparable. Their presence is more than nostalgic; it is a reminder that Maserati’s modern identity is inseparable from its motorsport DNA.
The meaning of The I.C.E. itself reflects this dual narrative. It speaks both to the winter magic of snow and ice and to the International Concours of Elegance, where history is celebrated not behind ropes, but in motion. Founded in the mid-1980s, the event has evolved into a cultural and lifestyle showcase with an unconventional format that sets it apart from traditional concours. Here, cars are driven, not merely admired, and the alpine environment becomes an active participant in the experience.
Within this context, Maserati demonstrates its ability to reinterpret its own heritage for a contemporary audience. Personalisation plays a central role, with the brand highlighting its approach to bespoke creation through experiences that feel intimate, expressive and deeply connected to place. This philosophy has recently been articulated through the BOTTEGAFUORISERIE programme, unveiled to the media as a modern atelier concept where clients co-create vehicles that reflect their identity as much as the Trident’s legacy.
One hundred years after the Trident first appeared on a racing car, Maserati continues to assert its presence with confidence. At St. Moritz, the brand leaves its mark not only on the road, but on the ice itself, guided by the same vision that has defined it for a century: performance with purpose, luxury with soul, and Italian design shaped by emotion as much as engineering.
The programme for The I.C.E. St. Moritz 2026 unfolds across two days of spectacle and ceremony. On Friday, January 30, the I.C.E. Village opens at 9.00, followed by the village parade at 14.30, with activities concluding at 16.30. Saturday, January 31 begins with the parade from 9.30 to 12.30, leading into the award ceremony at 16.00, before the event draws to a close at 16.30.
In the stillness of a frozen lake, surrounded by mountains and history, Maserati’s centenary story continues to evolve. The setting may be icy, but the spirit of the Trident burns as fiercely as ever.
