Saab Aero X Concept on Ice

If you going to see Saab�s newest concept car, you might want to put on a coat. The company is using the world famous ICEHOTEL in Jukkasj�rvi, Sweden to showcase its Move Your Mind experience which highlights Saab�s core values and heritage.

�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.�

The main attraction is a version of Saab�s Aero X concept sculpted completely from ice that features various light and sound effects.




Press Release

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 Jukkasj�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 Tj�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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Saab Aero X Concept