Saab is known for playing around with ice. Just last year they froze a new 9-3 Convertible for its Saab Ice Experience event at Sweden”s world famous Icehotel in Jukkasjarvi, Sweden. Well now the Swedish auto maker is back at the Icehotel with their latest creation called ‘Move Your Mind.’
Designed by Simon Padian, chief designer for Saab and Tjasa Gusfors, a leading designer at the Icehotel, the sculpture displays the new award-winning Saab Aero X concept car.
Simon Padian: “The Move Your Mind room is designed to be a journey, a flow, a pulse which aims to disrupt and challenge the visitors perceptions of what is normal or expected.”
Click through for more images.
Saab’s Move Your Mind Experience Gallery:
Saab creates a Move Your Mind experience at the ICEHOTEL
The Swedish premium car brand, Saab, has created a truly all-encompassing brand experience that will open its doors to the public on the 11th February 2008.
Housed within the ICEHOTEL in JukkasjÃ¤rvi, Sweden, the Saab Move Your Mind room will allow 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 Simon Padian, chief designer for Saab and TjÃ¥sa Gusfors ““ a leading designer at the ICEHOTEL, specializing in ice and snow sculpture, the installation has been inspired by Saab”s core brand pillars – progressive design, responsible performance and sporty driver focus. By 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.
Simon Padian: “The Move Your Mind room is designed to be a journey, a flow, a pulse which aims 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 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 key Saab brand messages and showcasing Saab”s design heritage. Highlights include an ice sculpted Saab Aero X and impressive light and sound sequences.
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