The Saab Aero-X was one hot concept in Geneva back in 2006, and it looks just as impressive as a full-scale block of ice. Top Saab designer Simon Padian teamed up with ICEHOTEL designer Tjåsa Gusfors to create a sweet sculpture of the Aero-X at the ICEHOTEL in Jukkasjärvi, Sweden. The sculptures were created for Saab's Move Your Mind Room design exercise, which challenges viewers conceptions of what is expected or normal, and to help you feel more connected to the Saab brand. We haven't seen the display in person and we're not hip to the PR marketing psychobabble, but we can attest to the fact that it sure looks cool in pictures. The Aero-X coming out of a block of ice is very Die Another Day, which is a nice touch. Hit the jump to view Saab's press conference, and click the gallery below to see some stunningly beautiful high res shots of the frozen Aero-X.
Jukkasjärvi, SWEDEN - The Swedish premium car brand, Saab, has created a truly all-encompassing brand experience that opens its doors to the public today.
Housed within the one and only hotel made of ice, the ICEHOTEL in Jukkasjärvi, Sweden, the 'Saab Move Your Mind Room' allows 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 Saab chief designer Simon Padian and leading ICEHOTEL designer Tjåsa Gusfors, the installation was inspired by Saab's core brand pillars - progressive design, responsible performance and sporty driver focus. 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.
"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," Padian explains. "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."
Visitors are encouraged to walk through an ice suite featuring Saab brand values and showcasing Saab's design heritage. Highlights include an ice sculpted Saab Aero X and impressive light and sound sequences.
Saab is a division of General Motors Corp. Saab Automobile USA is the importer and/or distributor of Saab 9-3, 9-5 and 9-7X automobiles for Saab Automobile AB, Sweden. For the 2008 model year, XM Satellite Radio and OnStar standard on the entire Saab line-up. Additionally, all new Saabs have no-charge scheduled maintenance, and the Saab 100,000-mile Powertrain Limited Warranty. Visit www.saabusa.com for more information.