Jukkasjärvi, Sweden – The Swedish premium car brand Saab has created a truly unique experience that opens its doors to the public today. Housed within the one and only Ice Hotel in Jukkasjärvi, 120 miles north of the Arctic Circle in Sweden, the Saab Move Your Mind room allows the public to experience the Saab brand – in a display made wholly from ice.
This rather ‘cool” concept was created by Simon Padian, chief designer for Saab and Tjåsa Gusfors – a leading designer at the Ice Hotel, specializing in ice and snow sculpture.
They said that,”the installation was inspired by Saab’s core brand pillars - progressive design, responsible performance and sporty driver focus. “
By drawing inspiration from these core aspects and from the Saab Aero X concept car, the installation attempts to showcase Saab’s heritage in design innovation and independent thinking. While it’s not the first company to put a car on display at a hotel it’s clearly the first to put a car on display at the Ice Hotel.
Simon Padian: “The Saab Move Your Mind room is designed to be a journey, a flow, a pulse which aims to disrupt and challenge visitors’ perceptions of what is normal or expected. The installation is designed to create an audiovisual experience that defies the visitor’s senses. We hope that the public will find it thought-provoking, and leave feeling more engaged with the Saab brand.”
Visitors will be encouraged to walk through an ice suite featuring Saab brand messages and Saab’s design heritage. Highlights include an ice sculpted Saab Aero X and impressive light and sound sequences.
We weren’t able to determine if the air conditioner was functional on the ice mobile but we bet they made sure the heater wasn’t working.
For more information on the Ice Hotel display and about SAAB’s closer to home: Visit
www.saabusa.com
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