Saab "Move Your Mind Room" opens in Sweden

ICE HOTELLooking for a unique way to chill out this February? Think the Caribbean is so 2007? Book yourself a flight to Jukkasjärvi, Sweden and check out Saab's ice suite in the ICE HOTEL.

The hotel sits a mere 100 miles inside the Arctic Circle where daytime temperatures plummet below 0F on a regular basis. Not a snow bunny? Temperatures inside the hotel rarely fall below 23F...

The ICE HOTEL isn't all about cold though. It's the ICE HOTELplace where the chic and stylish come to see and be seen, a playground for wealthy trendsetters who want to adventure in luxurious style.

The Saab room, which opened yesterday, invites hotel guests to experience the Saab brand, its spirit and core values wholly through ice designs.

"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," explains Saab chief designer, Simon Padian. "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."

Still not convinced it's worth a trip to Lapland? Northern Lights - do you need another reason?

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