Saab have their very own icecapade underway at the famous Icehotel in Jukkasj?rvi, Sweden. The Swedish manufacturer is using an elaborate ice carving of its Aero X concept as the centre piece for what it has dubbed ?The Move Your Mind? room.
Saab want the public to experience the brands spirit, tonality and core values through innovative design installations made wholly of ice?
?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,? said Simon Padian, chief designer for Saab.
Simon said it better than I ever could. Saab are hoping that people will come away from the unique ice-sculpture experience feeling more engaged with the brand, but one could be forgiven for thinking that it would leave many feeling just a little cold?