Along with our partner The Luxury Report, the Lexden Luxe team received the invite to The I.C.E. St. Moritz 2026.
Designing a seamless UHNW client experience
In St. Moritz, the experience begins before arrival. For many guests attending The I.C.E., the journey starts in the air with curated itineraries and discreet coordination. From landing in Samedan to stepping onto the frozen lake, there is no visible friction. With a fully designed client experience, every touchpoint aligns to serve a single objective: continuity.
Experience begins with place
The first layer of the experience is indeed the destination. The I.C.E. was shaped in collaboration with St. Moritz from its earliest stages. This co-creation ensured that the event reflects the identity of the destination rather than competing with it. For the client, this creates something subtle yet powerful, since there is no disconnect between the event and its surroundings.
The environment itself becomes part of the narrative. From a CX perspective, this highlights a critical principle. Experiences gain value when they are contextually anchored. Without this, even the most exclusive events risk feeling interchangeable.
Personalisation through invisible orchestration
Behind the scenes, the experience is built on a model of invisible coordination. Private aviation partner VistaJet approaches the journey as a continuous flow designed around individual preferences rather than a series of transactions.
What defines success here is precision because guests feel that everything works. At the Drivers’ Lounge, hospitality becomes part of the experience narrative. Campari’s presence, for example, designed an immersive environment to reinterpret aperitivo culture within an alpine setting, serving cocktails with figure skaters.
Consistency across the ecosystem
From a CX standpoint, this illustrates an important shift. All touchpoints must contribute to the overall story and carry meaning. Hotels, partners, organisers, and local stakeholders align to deliver a consistent level of quality across the entire destination.
As the cars leave the lake, the experience continues beyond the car event. Private dinners, invitation-only gatherings, and informal moments across the town extend the narrative into the evening.
These interactions are not structured as part of the official programme, yet they are essential to the overall journey.
For UHNW clients, the consistency of everything that surrounds them builds loyalty.
The Lexden Luxe perspective
The I.C.E. St. Moritz offers a clear blueprint for client experience in the UHNW segment.
First, experiences must be rooted in place.
Second, participation must replace observation.
Third, orchestration must remain invisible.
Finally, every touchpoint must connect to a coherent narrative.
