St. Moritz in winter has a particular way of sorting priorities. The air is thin, the light is sharp, and suddenly the idea of doing anything that does not involve ice, engines and beautiful objects feels like a compromise. For Hedley Studios, the British creator of scaled, driveable automotive sculptures, that reality now crystallises in its new Ice Driving Experience in St. Moritz, offered as an exclusive treat to new clients who decide to start the year with a Bugatti Baby II or a Ferrari Testa Rossa J in their garage.
Hedley Studios on ice
The premise is disarmingly simple: take Hedley Studios’ electric interpretations of legendary racing cars and place them on a frozen Swiss lake, in one of the most rarefied winter destinations on the planet. The Ice Driving Experience is positioned as “winter driving at its most exhilarating”, a focused programme where guests learn to handle these machines on snow and ice, working with grip and slide instead of fighting them, in the frozen amphitheatre of St. Moritz.
Access is not open to the passing curious. Participation is reserved for new Hedley Studios clients, tying the experience directly to the acquisition of one of the brand’s small-scale icons. It is a neat distillation of the company’s philosophy: art you can drive, enjoyed in an environment that flatters both the object and the owner.
The cars: Bugatti blue and Rosso Corsa memories
For those who have somehow ignored these creations, the Bugatti Baby II and Ferrari Testa Rossa J are not toys in the conventional sense. The Bugatti Baby II is a fully engineered, electric reinterpretation of the Bugatti Type 35, scaled for both children and adults, developed by Hedley Studios under official partnership with the Molsheim marque and offered in a range of configurations that echo the mythology of pre-war Grand Prix racing.
The Ferrari Testa Rossa J, on the other hand, is a 75% scale homage to the 250 Testa Rossa, one of the most recognisable racing Ferraris ever built, reproduced under licence with input from Ferrari Classiche and Centro Stile. An electric motor with up to 12 kW delivers about 80 km/h and offers several driving modes from Novice to Race, suggesting that on a frozen lake in Engadine, there will be real work for both steering and right foot.
The offer: ownership with a frozen chapter
The email announcement frames this as a New Year invitation: purchase a Bugatti Baby II or Ferrari Testa Rossa J before the end of January and Hedley Studios adds complimentary access to the Ice Driving Experience in St. Moritz, as well as a dedicated set of ice driving tyres: places are limited, terms and conditions apply, and the brand expects interested clients to move quickly and coordinate directly with its team to “secure your vehicle and claim your place on the ice”.
From a lifestyle perspective, the structure of the offer says as much as the content. It connects ownership of a highly specific object with a defined, time-bound ritual in a very particular place: receive the car, then go to the lake where its character is meant to be explored, in a setting where collectors, designers and enthusiasts tend to cross paths almost naturally.
St. Moritz as stage
The choice of St. Moritz is not accidental; the frozen lake has become a key stage for The I.C.E. St. Moritz, the concours where historically important cars drift and slide under Engadine sunlight while their owners calibrate the fine line between speed and spectacle. Bringing Hedley Studios’ electric fleet into that context extends the narrative: classic-inspired silhouettes, silent drivetrains and a surface that punishes sloppy inputs and rewards finesse.
For watch lovers, it is not difficult to see the appeal. The same urge that sends collectors hunting for a well-preserved calendar chronograph or a hand-finished independent piece will recognise the charm in an officially sanctioned, small-series, electrically powered interpretation of a racing Ferrari or Bugatti, exercised properly on ice rather than left static in a glass box. It is lifestyle as a sequence of deliberate choices: a machine with a story, a trip to the mountains, a day on the lake, and the quiet satisfaction of knowing that some winters are better remembered from behind a small, perfectly proportioned steering wheel.
