We had never been to St. Moritz before, and this was our very first time, so we went big. We launched our pop-up concept, Samigo Fuel 7500, right in the heart of town. Inside, you’d find our restaurant Samici, our vibrant Bar/Club inspired by the iconic Savoy Bar interior, and of course, our famous Mini Market, all under one roof. The whole concept was built around the idea of a fake gas station, smack in the middle of St. Moritz, right next to the lake and directly at the train station. We were the first thing people saw when stepping off the train. It was wild.