Urban Cool Showroom In Ice in Stockholm
Today, September, 25th Sportswear of Sweden (SOS) opens their brand new shop on one of Sweden’s most visited shopping streets – Norrlandsgatan in Stockholm. Spread out on a 200 square meter area, SOS presents Showroom in ICE, where visitors to the shop are given the opportunity to test the collection of 08-09 in an authentic winter environment.
It is Icehotel in Jukkasjärvi that thought of the concept. Project leader Tjåsa Gusfors has along with her colleague Jens Thoms Ivarsson designed and built Showroom in ice. Both are distinguished Icehotel artists.
Built from Torne river ice this unique contemporary showroom radiates elegance and timelessness.
The material is so subtle that the collection is brought to the centre of attention. The shop front, reveals a world of ice for shoppers passing by. This has been made possible by using a new type of sun protection filter that with help of nano technique reduces solar heat.
During the 19 years that Icehotel has existed, ice and snow has been played and experimented with.
The hotel located up north in Jukkasjärvi has become known as one of the most creative places in Sweden and the crystal clear ice from the river Torne is spoken of worldwide.
Inspired by the river Torne the people behind the Icehotel are on a constant mission to find new ways of developing the scope of use of natural ice. We can continue to gather up what nature provides us with only for as long as the river Torne is left clean and intact.