Now everyone can visit Icehotel – via AR on Instagram

room at Icehotel with walls of ice and a dragon of ice and snow in the middle
Design Kestutis Musteikis & Vytautas Musteikis. Photo Asaf Kliger

Six new art suites in a virtual experience 


Press Release December 7, 2020

Finally, the ground is covered in snow and 19 art teams have created art suites and the Ceremony Hall during the autumn and early winter. Icehotel is open all year round, and on December 11th the doors to the winter hotel will open. And those who are unable to travel right now have the chance to step into Icehotel's fantastic world via an interactive AR experience on the mobile phone.

During a normal year people from around the world gather at Icehotel, but things are different this year. Icehotel is open and invites visitors to enjoy an experience of fabulous nature and gleaming ice art, but everyone can't travel this year. Therefore, Icehotel has also created an interactive experience so that those who are unable to travel can still visit Icehotel, via an Augmented Reality experience on Instagram.

We know how many people are longing to travel and we wanted to make the Icehotel experience accessible for those who may not be able to visit us right now. So, we came up with the idea to create a virtual trip with the help of AR technology,” says Malin Franck, CEO at Icehotel.


Via an Augmented Reality filter in Instagram you can step into the art suites and experience a world full of ice and snow art. Six new art suites in the permanent part of Icehotel have been completed to visit on site in Jukkasjärvi - and through the QR codes below. Another 12 art suites will be presented in mid-December when the winter hotel, Icehotel #31, opens its doors.



Arctic adventures and glittering ice art

Icehotel is open and we are complying with all the recommendations to create a safe and secure experience for guests and staff. Besides adventure activities such as snowmobiling and dogsledding, guests can look forward to award-winning cuisine, wintry drinks at Icebar by Icehotel and trying their hand at ice sculpting. In addition, visitors can step into the ceremonial room “Skogen”, meaning the forest, or one of the 18 different art suites. For example, one suite is filled with typographic art and another features toys made of ice and snow. In the suite "Sauna", guests are welcomed into an ice-cold sauna. If the temperature doesn't meet expectations there, cold can quickly be replaced by a hot sauna experience in a private relaxation room for all the deluxe suites.

On December 11th the doors open to the winter hotel, Icehotel 31, and 12 new art suites. These can be experienced until the spring, when they will melt and return to the Torne River. 18 art suites, 6 of them completely new, will then remain open in Icehotel 365 all year round. In mid-december we will issue a press release with official images of the art suites, but you can already preview some of the suites via an AR app on your mobile phone.



About Icehotel

Icehotel in Jukkasjärvi opened in 1989. In addition to being a hotel it is also an art exhibition, with original art in ice and snow, that changes from season to season. Each winter a new version of Icehotel is created entirely from ice from the Torne River, one of Sweden's National Heritage Rivers, which are protected from hydroelectric development. When the winter season’s hotel of ice and snow has melted and returned to the river in spring, part of the hotel remains – a place where visitors can enjoy experiences of ice and snow all year round.

Direct links to the room in AR on Instagram

AR filters on Instagram are a brand new technology, and require the latest version of Instagram. Open this link with your phone to enter into the beautiful art.

  • Icehotel 365 Dreaming in a dream. Kestutis Musteikis & Vytautas Musteikis
  • Icehotel 365 Hang Loose. Edith Van de Wetering & Wilfred Stijger
  • Icehotel 365 Kodex Maximus. Julia Gamborg Nielsen & Lotta Lampa
  • Icehotel 365 Sauna. Luca Roncoroni
  • Icehotel 365 Toybox. Wouter Biegelaar & Viktor Tsarski
  • Icehotel 365 You are here. Elisabeth Kristensen & Dave Ruane


You can also experience the art suites with a 360-experience online. Scroll down to read more.




New Art Including 360 & audio guide






For more information and interviews

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