New Saab 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 Jukkasjärvi, 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 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.

Discover the World, the UK's leading specialist tour opeartor to Swedish Lapland, features a range of 3 and 4 night holidays to the ICEHOTEL with the option of booking a unique Saab Ice Driving excursion.

For more information and to book please call 01737 218800 or visit www.discover-the-world.co.uk