Automotive Journal
The I.C.E
The I.C.E. a true car show classic or an Instagram dream?
After the fiasco of the 2024 I.C.E being cancelled due to heavy snow it seemed the weather conditions aligned perfectly for this years addition of a truly unique car event.
Freezing temperatures with bright sunshine set the event up perfectly not just from a spectacle sense but also for function. In 2022 the event was hampered by warmer seasonal weather, ultimately leading to a few slushy corners and a slight uncertainty to weather I was about to witness a mass sinking of multiple millions of pounds..or CHF.
I attended this year as punter with a camera, on a some what redemption trip after the previous years failed attempt to photograph something incredibly rare sliding on the ice.
I attended this year as punter with a camera, on a some what redemption trip after the previous years failed attempt to photograph something incredibly rare sliding on the ice.
The roads into the event truly wet your appetite, with the hairpins and scenic views of the Julia Pass. Stopping for a break, the excitement is heightened by the occasional sounds of high revving Koenigsegg’s coming up through the valley en-route.
The lake itself sits like a frozen Amphiphetre, with tall trees and surrounding mountains overlooking the town of St Mortiz itself. The lake is gorgeous, there’s no getting away from that. For a car enthusiast I do struggle to think of a better venue for a concourse event such as this.
The level of curated cars are incredibly special, from Horatio Pagani’s personal Ferrari 275 GTB to Le Mans racers and the 1988 Monaco Grand Prix Lamborghini Countach safety car.
With the I.C.E you do however see where the lines blur between a concourse event, car show for car people and an event to be seen at. Over the years I have visited many events long standing car cultures such as Goodwood and Pebble beach, yet I felt this did miss on some key qualities.
The event itself seemed to have the most vague itinerary of any event, seeming very out of character for our swiss setting. The gaps between processions were long with no indication of what was due to head out and no timings relating to this.
Halfway between walking back to the centre of the event with no warning two Pagani’s hit this ice. One driven by Horatio himself and the other a new Hyra. Laps of drifting insued past our vantage point, perhaps the highlight of the event. Had it not for faffing with changing len’s I might have missed this.
The photogenic backdrop mixed with the high value vehicles in the renowned town of St Moritz is of course going to be a hive for fur coats, cigars and an abundance of Rolex watches glinting the low sun, blinding anyone within six feet. Clearly the worst dressed for miles I did question myself for being here at times..
It does beg the question, is this a car event or an event to be seen at, as part of a bigger movement in for the elite? Does the influx of influencers make this event function? I have to admit, I am a product of the social media hype, having never heard of the event prior to 2022, so it clearly works.
My issue comes from the thought that cars almost seem like the afterthought, while the cars on show are spectacular, more attention has been put on photo opportunities, probably to be accompanied by an inspirational or motivational quote.
While photographing some very handsome dogs, I got chatting with the owner who informed me that “I am here for you.” He had been paid to attend with his dogs for photo opportunities to help grow social activities. Who else had been invited, paid to showcase the event? Not for the love of cars but to push an ideology. A master stroke from the marketing department for sure and this is the new form of marketing outreach but competent event like Goodwood have grown off the success of the spectacle and cars involved. The influencers will come over time there should be no need to hire in “talent.”
