Saab is using the world famous ICEHOTEL in Jukkasjärvi, Sweden to showcase its Move Your Mind experience which highlights Saab’s core values and heritage. The main attraction is a version of Saab’s Aero X concept sculpted completely from 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 Jukkasjärvi, 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.

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Saab Aero X Concept on Ice