Saab press release - February 11, 2008
Saab Creates a Unique Experience at the Ice Hotel
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 Ice Hotel in Jukkasjärvi, 120 miles north of the Arctic Circle in 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 Tjåsa Gusfors – a leading designer at the Ice Hotel, 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 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 key Saab brand messages and showcasing Saab’s design heritage. Highlights include an ice sculpted Saab Aero X and impressive light and sound sequences.
Saab is a division of General Motors Corp. Saab Automobile USA is the importer and/or distributor of Saab 9-3, 9-5 and 9-7X automobiles for Saab Automobile AB, Sweden. For the 2008 model year, Saab offers XM Satellite Radio and OnStar standard in its entire line-up. Additionally, all new Saabs have no-charge scheduled maintenance, and the Saab 100,000-mile Powertrain Limited Warranty. Visit www.saabusa.com for more information.
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http://media.saab.com
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