BEST FOR... SCENESTERS ST MORITZ

Among Europe’s upmarket shopping streets – Avenue Montaigne, Monte Napoleone, Bond Street – Switzerland’s Via Serlas may not be the best known, but it has the most beautiful setting. Surrounded by rugged peaks of over 3km, cable cars carry skiers up from grand hotels. While below, on a frozen lake, fur-coated spectators take passing interest in polo or cricket matches. A street that curves uphill with a parade of boutiques (among them Gucci, Vuitton and Armani), Via Serlas could be described as an icy Avenue de Monte-carlo – except the pavement has underfloor heating, of course.

GO OFF-PISTE Match cool architecture with your wardrobe – book a suite designed by Pierre-yves Rochon at the Kulm, and dine at Norman Foster’s Eispavillon. kulm.com