Remember when Han Solo was frozen in Star Wars: The Empire Strikes Back so that his body could be preserved before being transported to Jabba The Hut in Tatooine? Well, Saab has decided to do the same by putting their heritage on ice. Teaming up with the ICEHOTEL located in Jukkasjärvi, Sweden, Saab had a room made from ice created for them to be able to pull this off.
Called the “Saab Move Your Mind Room”, the suite allows its visitors to view the different designs of Saab and get a feel and understanding of the company’s values. The suite was designed by Saab’s chief designer Simon Padian and by ICEHOTEL’s designer Tjåsa Gusfors. For the suite’s design, the duo got their inspiration from the core brand pillars of Saab: progressive design, responsible performance and sporty driver focus. Padian and Gusfors also got their design inspiration from the popular Saab Aero X concept car. Upon entry, visitors will be able to understand Saab’s brand values and see their design heritage. Aside from being educated on Saab’s values and design, visitors will be able to see a Saab Aero X sculpted from ice, complete with light and sound sequences.
According to Padian, “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. 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.”
So if ever you’re in Sweden and you want something new to move you, then visit ICEHOTEL and check out the “Saab Move Your Mind Room.”
Source: Winding Road For Drivers
