THE I.C.E. St. Moritz 2026: The Evolution Of Winter Luxury

For generations, the town has hosted royalty, entrepreneurs, artists and global taste-makers who see the Alps not as an escape, but as a stage. In this rarefied landscape, where the everyday world falls away and life becomes a curated experience of snow-dusted elegance, one event captures the essence of St. Moritz more deeply than any other: The I.C.E. (International Concours of Elegance).

In January 2026, the frozen lake will again become a theatre of extraordinary machines: pre-war racers, endurance legends, design one-offs, ultra-modern hypercars, and the latest icons of performance engineering. Here, on a surface both fragile and powerful, the world’s most significant vehicles are not simply displayed; they are performed. The I.C.E. has reimagined what a concours can be, transforming motion into art and engineering into poetry. It is within this extraordinary environment that LLC returns, building upon its striking 2025 debut to redefine its presence, its services, and its relationship with one of the world’s most evocative motoring spectacles.

LLC’s identity at The I.C.E. centres not on chauffeuring, though that remains an integral but secondary service within its broader portfolio. Instead, LLC stands foremost as a purveyor of luxury supercar hire and tailored rental experiences, granting clients access to some of the most remarkable vehicles of the modern era. In St. Moritz, where automotive passion blends with cultural prestige, LLC brings its fleet into a setting where the world’s elite gather not merely to observe but to participate. The company’s evolution in 2026 is shaped by its understanding that The I.C.E. is not an event; it is an ecosystem of heritage, innovation, cultural currency and high-altitude glamour. And within that ecosystem, the demand for supercar hire is not only strong, but deeply intertwined with the aspirations of those who attend.

The story of The I.C.E. begins long before its official inauguration in 2019. The lake of St. Moritz has been an arena of winter spectacle for over a century. It hosted its first horse race in 1907, long before the idea of driving priceless cars across its surface seemed feasible. Local culture has always embraced the lake as a versatile winter platform, hosting polo, cricket, and even small-scale motoring gatherings. These early displays were informal, the sort of spontaneous exhibitions that attract enthusiasts rather than institutions. But they planted a seed, suggesting that the frozen lake held untapped potential as a motoring stage.

It was Marco Makaus who turned scattered passion into a structured vision. His idea was simple yet revolutionary: a concours where cars are not shown, but experienced. Instead of roping off vehicles on immaculate lawns, The I.C.E. would place them on ice, literally, in a choreography of motion that reveals character rather than just design. Makaus understood that automotive beauty reaches its height not when a car is static, but when it moves. And so The I.C.E. was born, combining heritage with environment, precision with unpredictability, luxury with authenticity.

By 2025, the event had evolved into one of the most influential gatherings in the global automotive calendar. With around fifty curated vehicles participating annually, the selection process is rigorous, focusing not on price tags but on narrative significance. A Ferrari 250 SWB may share the track with a pre-war Alfa Romeo Grand Prix car; a Jaguar XKSS might glide past a Bugatti Chiron; and between them all, the ice reflects their motion like a shifting mirror. If traditional concours are museums, The I.C.E. is performance art.

It was into this rarefied atmosphere that LLC introduced its Lamborghini Revuelto in 2025. The car’s arrival immediately attracted attention, not merely because it was new, but because it represented the direction the automotive world is heading. The Revuelto is Lamborghini’s first V12 plug-in hybrid HPEV, a vehicle that marries old-school thunder with electrically-enhanced precision. Its design language is unmistakably Lamborghini, yet undeniably futuristic, with razor-sharp geometry and Y-shaped motifs that glow like molten light against the snows of the Engadin. In St. Moritz, where the juxtaposition of vintage and contemporary is celebrated rather than resisted, the Revuelto was the perfect ambassador for LLC’s modern supercar hire offering.

The car did more than impress; it sparked conversations. Collectors approached LLC to inquire about Alpine test drives, private rentals, long-term winter hire packages, and even potential future collaborations involving limited-run cars. Technology entrepreneurs discussed the electrified system with fascination. Seasoned motorsport figures commented on its balance. Lifestyle influencers filmed it against the lake’s surreal backdrop. Meanwhile, members of global family offices, hedge funds, and private investment groups engaged LLC’s team in discussions about multi-vehicle hire for European events, discreet logistics solutions, and premium seasonal access to next-generation supercars.

These interactions revealed something fundamental: the clientele attending The I.C.E. are not simply enthusiasts. They are individuals whose lives move across cities, industries and time zones with uncommon fluidity. They require services that match the sophistication of their lifestyles, services grounded not in opulence but in orchestration. Through these encounters, LLC refined its understanding of what winter luxury mobility should mean in the Alps. It should be seamless, discreet, anticipatory, and highly personalised. It should cater to the person who wants to arrive in a Revuelto at dawn for a private photoshoot, then transition into a chauffeured Rolls-Royce for an elegant evening engagement. It should offer the flexibility to alternate between self-drive exhilaration and curated comfort.

And so, LLC’s 2026 presence reflects a new maturity. The company has expanded not only its fleet but its philosophy. This year, its emphasis remains firmly on supercar hire and rental excellence. The Revuelto returns as the crown jewel of the offering, prepared meticulously for Alpine use with specialist tyres, temperature-adjusted calibration, and an attention to detail that reflects the demands of winter elevation. But LLC’s commitment does not end at the car itself. Surrounding the vehicle is a framework of services that allow clients to experience it with elegance rather than anxiety.

To begin with, the journey of bringing a supercar to St. Moritz is itself a feat of planning. Vehicles like the Revuelto cannot simply be driven through winter passes without preparation. LLC uses enclosed, climate-controlled transport trailers, monitored throughout their route, ensuring that each car arrives in flawless condition. The introduction of an Alpine Logistics Director, an internal specialist responsible for supervising transportation, weather analysis, route coordination and on-site vehicle readiness, has refined this process into an exact science. Clients renting a supercar for The I.C.E. receive the assurance that their vehicle will be delivered to their chalet, hotel or private residence without a single compromise to its performance integrity.

Arrival is only the beginning. Clients who rent a supercar from LLC are offered pre-event acclimatisation sessions, private driving experiences on curated Alpine routes designed to introduce them to the unique physics of mountain driving in winter conditions. These sessions are not thrill-seeking excursions but refined introductions to the harmony between car and landscape. A Revuelto navigating an early-morning mountain road near Silvaplana becomes not a spectacle, but a meditation on engineering, grip, noise and silence. Each turn becomes a sculpted moment, framed by snow-covered pines and the faint glow of alpine dawn.

The rental experience is reinforced by a concierge service that quietly handles the administrative and logistical burden. For clients flying into Zurich or Milan by private jet, LLC coordinates seamless transfers, whether by chauffeured luxury vehicle or direct supercar drop-off. Schedules are matched to flight itineraries, luggage allowances, event timings and personal preferences. A client may request that their supercar be warmed and waiting outside their chalet at a specific hour; another may ask for a discreet vehicle swap mid-event; a third might require secure overnight storage. All such details are handled with the same effortlessness that defines true luxury.

And so, LLC’s 2026 presence reflects a new maturity. The company has expanded not only its fleet but its philosophy. This year, its emphasis remains firmly on supercar hire and rental excellence. The Revuelto returns as the crown jewel of the offering, prepared meticulously for Alpine use with specialist tyres, temperature-adjusted calibration, and an attention to detail that reflects the demands of winter elevation. But LLC’s commitment does not end at the car itself. Surrounding the vehicle is a framework of services that allow clients to experience it with elegance rather than anxiety.

To begin with, the journey of bringing a supercar to St. Moritz is itself a feat of planning. Vehicles like the Revuelto cannot simply be driven through winter passes without preparation. LLC uses enclosed, climate-controlled transport trailers, monitored throughout their route, ensuring that each car arrives in flawless condition. The introduction of an Alpine Logistics Director, an internal specialist responsible for supervising transportation, weather analysis, route coordination and on-site vehicle readiness, has refined this process into an exact science. Clients renting a supercar for The I.C.E. receive the assurance that their vehicle will be delivered to their chalet, hotel or private residence without a single compromise to its performance integrity.

Arrival is only the beginning. Clients who rent a supercar from LLC are offered pre-event acclimatisation sessions, private driving experiences on curated Alpine routes designed to introduce them to the unique physics of mountain driving in winter conditions. These sessions are not thrill-seeking excursions but refined introductions to the harmony between car and landscape. A Revuelto navigating an early-morning mountain road near Silvaplana becomes not a spectacle, but a meditation on engineering, grip, noise and silence. Each turn becomes a sculpted moment, framed by snow-covered pines and the faint glow of alpine dawn.

The rental experience is reinforced by a concierge service that quietly handles the administrative and logistical burden. For clients flying into Zurich or Milan by private jet, LLC coordinates seamless transfers, whether by chauffeured luxury vehicle or direct supercar drop-off. Schedules are matched to flight itineraries, luggage allowances, event timings and personal preferences. A client may request that their supercar be warmed and waiting outside their chalet at a specific hour; another may ask for a discreet vehicle swap mid-event; a third might require secure overnight storage. All such details are handled with the same effortlessness that defines true luxury.

Yet, for all the logistical brilliance that surrounds the rental service, it is the emotional dimension that clients remember most. Driving a supercar on snow, especially one like the Revuelto, whose hybrid system provides extraordinary torque modulation, is an experience that transcends typical automotive thrill. The ice does not provide the grip of tarmac; instead, it creates a poetic interplay between traction and glide. A controlled slide becomes a painterly stroke across the frozen canvas. The mountains amplify the sound of the V12, absorbing and reflecting it so that the car’s voice becomes a part of the valley’s winter symphony. This is the essence of The I.C.E.: an event where cars come alive in a way they cannot anywhere else.

At The I.C.E. 2025, LLC witnessed first-hand how the Revuelto captivated attendees. The car’s hybrid-electric responsiveness on ice surprised even seasoned collectors who had driven Lamborghini’s earlier V12s. The inner strengthening provided by the electric motors allowed for a smoother power distribution, giving the driver a sense of harmony with the ice rather than conflict against it. Observers praised not only the engineering but the symbolism, an electrified future expressed through a format steeped in tradition. For LLC, this realisation was pivotal: clients increasingly seek supercars that represent the next chapter of performance, vehicles that speak to innovation without losing the emotional resonance of their predecessors.

This insight shaped LLC’s decision to return for 2026 with a narrative centred around progress, legacy, and personalised rental excellence. While the Revuelto remains the star, the story encompasses far more: the expansion of the fleet, the refinement of rental processes, the cultivation of elite client relationships, and the recognition that St. Moritz is not simply a backdrop for supercars but a crucible where the meaning of luxury is redefined.

And in 2026, LLC will once again stand on the ice, not as a chauffeur-led brand, but as an elevated supercar hire specialist with a growing network of clients who value independence, exhilaration and access to extraordinary machines, paired, when required, with the quiet dignity of chauffeur services that complement rather than overshadow the primary offering.

The Cultural Magnetism of St. Moritz and the Spirit of The I.C.E.

To understand why The I.C.E. has risen to global prominence so quickly, one must first understand the cultural magnetism of St. Moritz itself. Unlike other luxury destinations, St. Moritz has never relied solely on extravagance or spectacle. Its charm lies in the seamless blending of refined simplicity and natural majesty. Its architecture reflects a quiet confidence, its food culture balances Alpine earthiness with Swiss precision, and its social scene is characterised not by fanfare but by exclusivity, an exclusivity born from history, not from affectation.

For more than 150 years, St. Moritz has been a sanctuary for those who appreciate winter not merely as climate but as texture. The quality of the snow is almost legendary, light, powder-fine, shaped by the high-altitude dryness that defines the Engadin. The light itself feels different: sharper, clearer, enriched by the valley’s unique orientation. Here, winter crafts an atmosphere that encourages intimacy and contemplation, even among the world’s most powerful individuals.

The I.C.E. fits into this environment as though it were always meant to exist. Its presence on the lake does not disrupt the town’s rhythm; it enriches it. During the event, the lake becomes an open gallery, its frozen surface reflecting the shapes and colours of moving artworks. Pedestrians wander across the ice wearing everything from fur-lined jackets to tailored wool coats, stopping to admire a 1950s endurance racer or a hand-built coachwork masterpiece. There is no separation between car and audience; the dividing line is the cold air itself.

Against this backdrop, LLC’s presence is not merely commercial but cultural. By offering clients the ability to hire and drive extraordinary vehicles in an extraordinary environment, LLC aligns itself with the spirit of participation that The I.C.E. encourages. This is not an event for passive observation. It is a celebration of movement, presence and personal connection to machines that represent decades or centuries of innovation.

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The Global Elite: A Community Defined by Mobility and Meaning

Understanding the Attendees Who Shape the Event

The individuals drawn to The I.C.E. belong to a global tribe characterised not by wealth alone, but by curiosity, influence and a deep appreciation for craftsmanship. They are collectors whose garages resemble private museums. They are leaders of industries who see engineering as an extension of human ingenuity. They are artists, designers, philanthropists and innovators who value objects not simply for their function but for the stories they tell.

These attendees move across the world with an ease that most people cannot imagine. They might spend a morning skiing in Zermatt, an afternoon at an art auction in Geneva and an evening in Paris for a private dinner. Their schedules are not hectic; they are fluid. They require a form of mobility that reflects the nuance of their lifestyle, mobility grounded in respect for time, environment and personal taste.

It was within this environment in 2025 that LLC discovered the true nature of its fit within the luxury mobility landscape. Clients who approached the company at the event were not seeking transportation; they were seeking access. Access to experiences, to emotions, to vehicles that sparked something within them. A collector who already owned multiple Ferraris might desire the Revuelto for a specific weekend, not because he needed another supercar, but because he wanted to feel its hybridised V12 echo across the ice. A global entrepreneur might want to rent a high-performance vehicle as a way of disconnecting from habitual routines. A philanthropist might choose a Bentley or Rolls-Royce chauffeur service for the elegance of a formal evening, while reserving a supercar for mountain drives in the quiet mornings before the event begins.

LLC’s strength lies in recognising the duality of these desires. Some clients want independence, the freedom of self-drive supercar hire. Others want the serenity of being driven, chauffeured in a luxury saloon to private gatherings and late-evening engagements. Many want both. And at The I.C.E., where the environment itself encourages exploration, LLC’s dual offering becomes a perfect reflection of client behaviour.

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The Revuelto Effect: How LLC’s Flagship Became a Symbol of the Event

The Resonance of a Hybrid V12 on a Frozen Lake

When LLC brought the Lamborghini Revuelto to The I.C.E. in 2025, it did more than display a supercar. It set the tone for a new era. Enthusiasts who had grown up hearing the thunderous roars of Lamborghini V12 engines were fascinated by the way the hybrid system changed the soundscape. The Revuelto’s electric motors added a distinctive layer to its power delivery, sharp, immediate and strangely elegant. It felt like hearing the future of high performance.

On the ice, the Revuelto moved with refined assurance. Where older supercars might struggle with the unpredictable surface, the Revuelto’s electronic torque vectoring, combined with its electric bursts of precision power, allowed it to maintain a fluid rhythm. Observers noted how easily the Revuelto responded to delicate steering inputs, its balance benefiting from the hybrid system’s ability to adjust power output almost instantaneously.

Journalists who observed it described it as a choreography of engineering, a machine that understood the ice intuitively. Photographers captured its angular silhouette reflected in the lake, its LED signatures glowing against the snow. Spectators watched in admiration as it glided, as though defying the tension between power and restraint that defines most performance cars on slippery terrain.

For LLC, the Revuelto was not simply an asset; it was a narrative tool. It communicated the company’s commitment to offering the most advanced vehicles in the world. It demonstrated the possibilities of self-drive hire in environments that many would assume unsuitable for supercars. It showed that LLC was not content to provide standard luxury; it was committed to offering vehicles that embody the evolution of automotive culture.

The impact was immediate. Inquiries surged. Clients wanted to know whether the Revuelto could be hired for longer winter stays. Others asked whether LLC could deliver it, or cars of similar calibre to Courchevel, Zermatt, Verbier, Megève or Kitzbühel. The I.C.E. revealed an appetite for high-altitude supercar hire that had previously been underestimated. LLC left St. Moritz not only with admiration but with a deeper understanding of the demand that defines its most visionary clients.

The Evolution of Alpine Supercar Hire: Meeting the Demands of the Environment

Engineering, Preparation and the Art of Winter Performance

Hiring a supercar in a winter landscape is unlike any other rental experience. It requires a level of preparation, foresight and technical expertise that few companies can provide. LLC recognised this early on and devoted significant resources to perfecting it. For 2026, every supercar entering the Alps under LLC’s care undergoes a transformation designed to honour the environment while preserving the essence of the machine.

Each vehicle is fitted with winter performance tyres selected not simply for grip, but for compatibility with high-torque output. The tyres must maintain flexibility in sub-zero temperatures, provide predictable traction on snow and ice, and complement the vehicle’s electronic systems. The Revuelto, for example, benefits from tyres with specialised compounds that allow the hybrid system to distribute power intelligently without overwhelming the surface.

Beyond tyres, vehicles undergo temperature calibration. Cold weather can affect battery efficiency, fuel combustion, fluid viscosity and sensor performance. LLC’s technician team adjusts each vehicle accordingly, ensuring that every element, from the hybrid system to the stability control, is optimised for St. Moritz’s climate. Engines are warmed before delivery. Batteries are pre-conditioned. Performance systems are monitored.

Clients often never see these preparations, and that is the intention. The magic of supercar hire lies in the seamlessness of the experience. The car must feel flawless from the moment the client touches the door handle. The complexities of engineering dissolve into a single impression: elegance meeting power.

To support this, LLC’s Alpine Logistics Director oversees the entire operation. This role extends far beyond transport management. The director assesses weather patterns across multiple passes, coordinates arrival times according to changing conditions, and ensures that vehicles are deployed from LLC’s secure Alpine holding facilities in pristine condition. For clients, this translates to absolute reliability, whether the vehicle is being delivered to an ultra-modern hotel in St. Moritz Bad or a remote hillside chalet reached by private mountain road.

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The Dual Identity of LLC: Supercar Hire as the Core, Chauffeuring as the Complement

Why Both Services Matter at The I.C.E.

While LLC’s presence at The I.C.E. is centred on supercar hire, the company’s chauffeured services, offered more subtly, play a complementary role. Many clients attend The I.C.E. for multi-day experiences that blend social gatherings, private dining, business meetings and afternoon drives. Supercars are perfect for certain moments: the exhilarating journey to the lake, the early-morning mountain drive, the private photoshoot, the approach to the ice circuit. But the Alps also invite slower, quieter experiences that benefit from being driven in comfort and privacy.

LLC’s chauffeuring is not about formality; it is about fluency. A client might wish to enjoy a late-evening engagement without navigating icy roads themselves. Another might prefer to arrive at a black-tie dinner in a luxury saloon rather than a high-performance supercar. Chauffeured travel is an elegant counterpoint to the dynamism of supercar hire, an acknowledgment that luxury is not singular but situational.

The key is balance. LLC never dilutes its identity by presenting itself primarily as a chauffeur brand at The I.C.E. Instead, chauffeuring becomes part of a larger tapestry of mobility. A tapestry that allows clients to shift seamlessly between modes of travel according to mood, timing and environment.

This dual identity is one of LLC’s greatest strengths. It mirrors the rhythm of St. Moritz itself, a place where mornings are for exploration, afternoons for indulgence and evenings for sophistication. Supercars and chauffeured vehicles become complementary expressions of the same philosophy: to enable the client to move through the world with elegance, confidence and freedom.

The Experience of Driving in St. Moritz: A Theatre of Motion and Landscape

Driving a supercar in St. Moritz is unlike driving anywhere else. The roads that wind through the Engadin valley are carved with precision, bordered by forests, punctuated by frozen lakes and framed by mountain silhouettes that tower like ancient guardians. Early morning is the most magical time. The air is sharper, the snow unmarked, the silence almost ceremonial. When a Revuelto or a similar machine ignites in such an environment, the moment feels orchestrated by nature itself.

The roads rise and fall with a rhythm that invites engagement. A gentle incline offers a chance to feel the hybrid system’s torque fill the gaps left by gravity. A sweeping corner becomes a conversation between grip and drift. Even the straight sections feel elevated by the setting, as though the valley itself encourages performance.

Clients often describe these drives not in terms of speed, but in terms of emotion. They speak of the serenity of the snow-covered trees, the sensation of carving a line through the landscape, the way the sound of the engine seems to dance across the ice. They talk about the clarity of thought that emerges when driving through the Alps, a clarity born from the combination of solitude, focus and natural beauty.

This is what makes supercar hire in St. Moritz so compelling. It is not simply a rental; it is an invitation to inhabit a moment. A moment that belongs not to the car, not to the driver, but to the valley itself.

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Behind the Scenes of The I.C.E.: The Visionaries Who Shape the Spectacle

The Creative Minds Who Curate Motion on Ice

While the frozen lake of St. Moritz steals the visual spotlight, the brilliance of The I.C.E. lies equally in the minds orchestrating it behind the scenes. Marco Makaus, whose leadership was instrumental in formalising the event in 2019, remains one of the central figures whose philosophy shapes the experience. His belief that cars should be seen in motion rather than isolation transformed the concours world. He envisioned a stage where the environment is as much a protagonist as the vehicles themselves, where engineering is not only admired but lived.

Yet Makaus is not alone in this pursuit. A network of organisers, event directors, historians, curators, local engineers, and ice specialists collaborate months in advance. Their efforts go far beyond scheduling and logistics. One group studies weather patterns and ice thickness, ensuring the lake can support the weight of dozens of vehicles and thousands of visitors. Another group liaises with car owners and collectors to curate a selection that balances heritage with modernity. Judges are handpicked for their breadth of knowledge and respect within the automotive world, individuals who can appreciate the nuances of coachwork, the lineage of Italian bodywork, the personality of British race cars, and the significance of modern hypercars.

These organisers treat the ice like an evolving canvas. They shape it, monitor it, repair it, and sculpt it into a circuit that honours each vehicle’s unique abilities. They understand that a 1930s Alfa Romeo P3 behaves differently on ice than a Pagani Huayra or a Lamborghini hybrid. The track must be democratic, yet expressive, challenging enough to reveal character, gentle enough to safeguard history.

For LLC, the deeper understanding of this behind-the-scenes framework has been essential. When bringing a supercar like the Revuelto into such a delicately balanced environment, respect for the organisers’ craft becomes a part of LLC’s identity. The company’s alignment with the event is not superficial; it is built on shared values of precision, authenticity and the celebration of motion.

Private Moments Among Global Influencers: LLC’s Encounters at The I.C.E.

Conversations That Redefined the Meaning of Luxury Access

Among the most memorable elements of LLC’s 2025 experience at The I.C.E. were the private, unexpected encounters with individuals whose influence spans continents. These were not formal introductions or orchestrated meetings; they were conversations sparked organically around the Revuelto as it stood proudly on the ice.

A Middle Eastern art patron with one of the world’s most significant private collections approached LLC’s team to discuss the logistics of transporting and hiring supercars for exhibitions and philanthropic events. A well-known tech disruptor from California, whose companies define digital culture for billions of people, expressed fascination with the hybridisation of the V12 and discussed the potential of electric performance vehicles in extreme climates. Members of discreet European family offices spoke with LLC about orchestrating multi-vehicle Alpine experiences for groups of investors or close friends, blending self-drive excitement with elegant evenings requiring chauffeured Rolls-Royce transport.

A former F1 driver, quiet, understated, yet unmistakable, offered insights on the Revuelto’s behaviour on ice, praising its torque vectoring and the harmony between its combustion power and electric motors. A globally recognised actor, largely unbothered by onlookers, admired the Revuelto’s design language and asked about LLC’s ability to deliver the car to Zurich for a private winter retreat.

These encounters did more than elevate the event; they revealed the gravity of The I.C.E. as a nexus of global culture. For LLC, they reinforced the realisation that supercar hire is not merely about cars but about access to experiences, experiences that enhance the lives, schedules and passions of people whose days are spent in the rarest of spaces.

The I.C.E. is a place where industry leaders converse without pretence, where collectors speak of their vehicles with emotional reverence, where innovators envision futures shaped by electrification, and where luxury serves not as ornamentation but as a means of enhancing the moments that matter. LLC found itself positioned at the centre of these dialogues, not because of marketing or promotion, but because the Revuelto, and the philosophy behind LLC’s services, resonated deeply with the audience’s aspirations.

Supercar Hire as Cultural Expression: The LLC Philosophy

Why Renting a Supercar Is Not Simply a Transaction

For many, hiring a supercar is misunderstood as a temporary indulgence. Yet within the world of The I.C.E., supercar hire is something far more meaningful. It becomes an expression of individuality, a reflection of one’s relationship with engineering and artistry, and a way of stepping into a narrative that transcends ownership.

LLC understands this intimately. A client who hires a Lamborghini in St. Moritz does not simply want a vehicle, they want a moment, an emotion, a memory etched into the landscape. They want to drive at dawn, when the valley glows in shades of pearl and silver, and feel the connection between the car and the environment. They want the exhilaration of hearing a V12 resonate across snow without the permanence of purchase. They want exclusivity without constraint.

In this way, rental becomes a form of luxury minimalism: access without burden, emotion without obligation, innovation without infrastructure. The car arrives ready, perfect, adapted for snow, its complexities already resolved. The client steps in, turns the key, or presses the ignition, and becomes part of a story that belongs to them alone.

LLC’s philosophy elevates this experience. Every hire is tailored. Some clients prefer multi-day immersions where the car remains at their disposal. Others want moment-driven experiences: a Revuelto for an afternoon ascent toward Silvaplana, a Bentley for an evening gala, or a Range Rover for a day navigating the valley’s winter terrain. Chauffeuring supports these choices, providing a softer, elegant counterbalance to self-drive intensity.

Luxury, after all, is not about definition but about options, and LLC’s greatest strength is its ability to offer those options with flawless execution.

The Social Fabric of The I.C.E.: Where Style and Engineering Converge

A Winter Gathering Unlike Any Other

The social atmosphere surrounding The I.C.E. is as captivating as the event itself. St. Moritz in January is a place that feels both intimate and expansive. The quiet hum of conversation drifts from hotel lounges. The soft glow of chalet windows contrasts with the crisp, endless white of the landscape. Elegant dinners unfold in private residences where guests discuss the performance of a 1930s Maserati or the heritage of a bespoke coachbuilder. Afterparties occur not in neon-lit clubs but in candlelit dining rooms where laughter mixes with the clinking of Swiss glassware.

The I.C.E. is a magnet for those who appreciate a particular style of living. The attire reflects the duality of the environment: cashmere woven with technical ski fabrics, tailored wool coats lined with discreet thermal layers, scarves that balance fashion with necessity. Even the way attendees move across the ice, carefully, gracefully, adds to the choreography of the event.

For LLC, this environment becomes an extension of its brand identity. The vehicles it introduces into this setting must not only command attention but function with confidence in extreme winter conditions. Alongside headline supercars, the Lamborghini Urus plays a pivotal role within LLC’s presence at The I.C.E. Combining supercar DNA with advanced all-wheel drive, elevated ground clearance and commanding presence, the Urus offers a uniquely appropriate expression of Lamborghini performance in St. Moritz. It is equally at home arriving on the frozen lake, navigating snow-covered alpine roads or delivering clients seamlessly to private chalets, hotels and evening engagements.

Within the same social landscape, vehicles such as the Bentley Continental GTC provide a refined counterpoint for formal occasions, while luxury performance SUVs like the Range Rover SV and Mercedes-Benz G-Class deliver authority, comfort and assurance in the most demanding winter conditions. Together, these vehicles reflect the reality of how The I.C.E. is experienced: dynamic by day, elegant by night, and uncompromising in between.

The I.C.E. is a place where engineering meets elegance, where motion meets culture, and where luxury is defined not by extravagance but by harmony. LLC’s presence within this tapestry strengthens the narrative that supercar hire is not merely a service but a lifestyle expression.

The Future of LLC at The I.C.E.: Innovation, Expansion and Vision

2026 and Beyond: A New Era of Supercar Hire Excellence

With The I.C.E. 2026, LLC enters a phase of deliberate expansion shaped by client demand and evolving definitions of luxury mobility. Experience, access and choice now matter more than singular hero vehicles. Clients expect a fleet that reflects both technological progress and the practical realities of alpine travel.

LLC’s future strategy is built around three key pillars:

1. Fleet Evolution

LLC will continue expanding its supercar and performance fleet with vehicles that represent the next generation of automotive engineering. New additions include the Lamborghini Temerario, joining the fleet as a 2026 model and marking the next chapter in Lamborghini's performance lineage. Alongside this, McLaren models such as the 720S strengthen the offering with a focus on lightweight construction, balance and precision-led driving engagement.

These sit alongside established vehicles including the Lamborghini Revuelto, Lamborghini Urus, Bentley Continental GTC, Range Rover SV and Mercede-Benz G-Class, creating a fleet that spans extreme performance, luxury grand touring and winter-capable authority. This breadth allows clients to select vehicles that suit both their personal driving ambitions and the varied demands of The I.C.E. environment.

‍2. Experience Design

Driving in the Alps is as much about storytelling as it is about performance. LLC continues to refine curated alpine routes, seasonal itineraries and bespoke winter driving experiences that deepen the connection between vehicle, landscape and driver..

3. Multi-Event European Access

Many I.C.E. attendees move fluidly between St. Moritz, Monaco, Lake Como, Goodwood and major cultural events across Europe. LLC is developing an integrated mobility network that allows clients to access supercars and luxury vehicles across multiple destinations with consistent standards and discreet execution.

At its core, LLC views supercar hire as an evolving cultural expression rather than a static service.

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Conclusion: The I.C.E. as a Mirror of LLC’s Identity

A Partnership Between Landscape, Machine and Emotion

As St. Moritz once again becomes a stage for some of the world’s most remarkable automobiles, LLC returns with a fleet that reflects the full spectrum of modern luxury performance. Its presence at The I.C.E. is defined not by a single vehicle, but by a carefully curated selection of supercars and high-performance luxury vehicles designed to thrive in one of the world’s most evocative winter environments.

From cutting-edge Lamborghini models including the Temerario and Urus, to the precision-driven McLaren 720S, to the assured elegance of the Bentley Continental GTC, Range Rover SV and Mercedes-Benz G-Class, LLC’s portfolio mirrors the varied rhythms of life in St. Moritz. Each vehicle serves a distinct purpose, whether that is exhilaration on alpine roads, confidence in winter conditions or refined arrival at private social engagements.

LLC’s role at The I.C.E. St. Moritz is more than participation. It is a contribution. It is the quiet orchestration of experiences where engineering, environment and emotion align. As the frozen lake once again fills with motion and conversation, LLC stands not as an observer, but as an enabler of moments that define modern winter luxury.