St. Moritz opens temporary summer ambassador in Zurich with Maison Metzger
With Casa St. Moritz, a Swiss vacation destination is opening its first-ever temporary pop-up space in the heart of Zurich. From April 17 to June 6, 2026, a curated space dedicated to Alpine summer culture will be created at Fraumünsterstrasse 2. Maison Metzger is responsible for the concept and visual design.
Climate-related changes are increasingly shaping European tourism: in the south, summer is becoming too hot for many guests, travel times are shifting and Alpine destinations are becoming more attractive. St. Moritz has had the most successful winter in its history - and is now consciously looking ahead.
Premiere in destination marketing
«We had an exceptionally strong winter - and at the same time we are seeing how much more important summer is becoming,» explains Marijana Jakic, CEO of St. Moritz Tourismus. «St. Moritz is also a top destination in the warmer months. We are therefore specifically promoting the summer. With Casa St. Moritz, we are creating our own physical presence in the heart of Zurich for the first time - as a temporary platform for inspiration, exchange and concrete experiences relating to summer in St. Moritz.»
From April 17 to June 6, 2026, a mixture of café, gallery, store and guest information center will be created at Fraumünsterstrasse 2 in Zurich. In collaboration with partners from the St. Moritz hotel industry, gastronomy, culture and sport, the destination is developing a varied program with exhibitions, concerts, talks, culinary formats and selected sporting activities. This is complemented by a carefully selected range of products from the Engadin.
From St. Summer to physical presence
«After setting an example for the Alpine summer with St. Summer® for St. Moritz in 2025, this attitude can now be experienced physically for the first time with Casa St. Moritz,» says Silvan Metzger, CEO of Maison Metzger. «With Casa St. Moritz, we are bringing a piece of St. Moritz to Zurich - and creating a place where you can not only talk about summer, but also experience it.»
As one of the strongest brands in tourism with a large and loyal fan base, St. Moritz is thus moving even closer to existing and future guests. Casa St. Moritz sees itself as a meeting place - a curated space that offers insights into what makes summer in St. Moritz so special. For a limited time, an alpine living environment is created between the lake and the mountains, combining nature, culture and history.
Casa St. Moritz is open Tuesdays to Fridays from 10 am to 6.30 pm and Saturdays from 9 am to 6.30 pm. Further information can be found at www.stmoritz.com/casa-st-moritz.
Responsible at St. Moritz Tourism: Marijana Jakic (CEO), Luigi Lenatti (Project Lead), Tanja Wüthrich (Guest Relations and Host), Carmen Baumann and Nina Lussi (Marketing and Communication), Sara Da Silva (PR). Responsible at Maison Metzger: Silvan Metzger (CEO), Frederick Rossmann, Cyrill Wirz and Conny Eiwanger (creation), Anina Kenel (consulting), Brogle Works (production).
