Taking in the views from the top

Welcome to Switzerland’s original alpine resort. St. Moritz has been attracting well-heeled skiers and sun-worshippers up into the mountains since 1864. Never a destination to rest on its laurels, the challenge posed to us by the St. Moritz-Engadin tourism board was to create a platform from which to reach the next generation of visitors.

View from the top

The answer was St. Moritz, a new magazine that covers all the news, views and stories from the top of the world. Now two issues in, it’s helping revitalise the St. Moritz brand so it can reach new global audiences. The magazine takes a fresh look at the kind of elevated lifestyle, culture, sports and natural beauty that can only be found in this miniature metropolis in the mountains.

Drawing inspiration from local vintage tourism posters, our bold letterforms, stacked logotype and large-print format echo the town’s grand mountain topography. Woven throughout both issues are kernels of knowledge that will both delight regulars and entice newcomers to explore St. Moritz with a renewed sense of curiosity, appreciation and wonder.

Launched at a series of events in Zürich, London and Los Angeles, the magazine has a circulation of 55,000 and is distributed internationally via select retailers and across the Monocle network. The magazine is aimed at an affluent, international audience living and working in major global cities in Europe, North America and Asia.

Issue 1

The first issue gave readers an in-depth,  behind-the-scenes look at what makes St. Moritz extraordinary. From revealing interviews with high-profile residents to sharp fashion features, it presented an elevated, enlightening take on the lifestyle, people and culture that can only be found in St. Moritz. This issue includes a feature on the Snow Polo World Cup, a revealing interview with PR maven Karla Otto, and all the fashion essentials you need to stay chic and cosy at 1,856 metres above sea level.

Issue 2

Where Issue 1 of St. Moritz announced itself to the world with an extraordinary view from the top, Issue 2 took readers on a deeper dive into what makes this iconic town tick. It dished out local expertise, captured quirky personalities and explored the St. Moritz mythos, all with an eye for the unexpected and a discerning point of view.

It went behind-the-scenes at three major annual events to give readers a taste of what to watch out for. It celebrated St. Moritz’s natural splendour in offbeat stories that helped readers connect with the landscape in a more intimate way. And it turned heads with a story on how to make a fashion statement from the neck up, and demonstrated how even hiking can be done lavishly.