Saab event at ICEHOTEL

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Photo Hans-Olof Utsi

A brand experience in ice

Together with ICEHOTEL, Swedish car brand Saab, has created a truly
all-encompassing brand experience that open its doors to the public on the
11th February 2008. Housed within ICEHOTEL, the Move Your Mind room will
allow the public to experience the brand, its spirit, tonality and core
values through innovative design installations made wholly from ice.

Photo Hans-Olof Utsi

Thought-provoking

Saab chief designer Simon Padian said the icy version of the Aero X and its accompanying sound-and-light show is intended "to disrupt and challenge the visitors' perceptions of what is normal or expected." The installation is "designed to create an audiovisual experience that defies the senses," he adds.

The installation is designed and created by Saab chief designer Simon Padian and ICEHOTEL designer Tjåsa Gusfors.


Guests who enjoyed a warm sauna in the heated section of ICEHOTEL this year, were offered the possibility to cool off in a ice sauna. The sauna, made by Tylö, awoke some amusement and thougths regarding the contrast as well as the relationship between cold and warm. It there is cold, there is also a need to keep warm. Read more (swedish)	Food, drinks and entertainment in a frozen environment. In March 2007 TeliaSonera chose ICEHOTEL as an event partner.	December 2007 the Linnaeus 300 year celebration was rounded of with a cool crescendo at ICEHOTEL with His Majesty King Carl XVI Gustaf and Her Majesty Queen Silvia of Sweden as guests.

Experience the
art in ICEHOTEL

Every winter a unique setting is created with unique suites and art work. ICEHOTEL artists as well as invited artists from all over the world participate in this creative process. An encounter with ICEHOTEL is an encounter with Art and Design of highest.

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