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Saab Creates Living Brand Experience at the ICEHOTEL


Jukkasjärvi, SWEDEN — The Swedish premium car brand, Saab, has created a truly all-encompassing brand experience that opens its doors to the public today.

Housed within the one and only hotel made of ice, the ICEHOTEL in Jukkasjärvi, Sweden, the ‘Saab Move Your Mind Room’ allows the public to experience Saab – the brand, its spirit, tonality and core values through innovative design installations made wholly from ice.

Designed and created by Saab chief designer Simon Padian and leading ICEHOTEL designer Tjåsa Gusfors, the installation was inspired by Saab’s core brand pillars - progressive design, responsible performance and sporty driver focus. Drawing inspiration from these core brand values and from the award-winning Saab Aero X concept car, the installation showcases Saab’s heritage in design innovation and independent thinking.

“The Saab Move Your Mind Room is designed to be a journey, a flow, a pulse which aims to disrupt and challenge visitor perceptions of what is normal or expected,” Padian explains. “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 feel more engaged with the Saab brand.”

Visitors are encouraged to walk through an ice suite featuring Saab brand values and showcasing Saab’s design heritage. Highlights include an ice sculpted Saab Aero X and impressive light and sound sequences.


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