Today, September, 25th Sportswear of Sweden (SOS) opens their brand new shop on one of Sweden’s mostvisited shopping streets - Norrlandsgatan in Stockholm. Spread out on a 200 square meter area, SOSpresents Showroom in ICE, where visitors to the shop are given the opportunity to test the collection of08-09 in an authentic winter environment.
It is ICEHOTEL in Jukkasjärvi that thought of the concept. Project leader Tjåsa Gusfors has along with hercolleague Jens Thoms Ivarsson designed and built Showroom in ICE. Both are distinguished ICEHOTEL artists.
Built from Torne river ice this unique showroom radiates elegance, timelessness and contemporaneousness. The material is so subtle that the collection is brought to the centre of attention. There is an honesty in thismaterial that makes it just as honest a material for communication. ICEHOTEL has found an excellent partner for brand exposure in SOS. The companies also share a common passion for innovative design and adventure.
The shopfront, facing Norrlandsgatan 21, reveals a world of ice for shoppers passing by. This has been madepossible 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.ICEHOTEL in Jukkasjärvi has become known as one of the most creative places in Sweden and the crystalclear ice from the river Torne is spoken of worldwide.
Inspired by the river Torne the people behind ICEHOTEL are on a constant mission to find new ways ofdeveloping the scope of use of natural ice. We can continue to gather up what nature provides us with onlyfor as long as the river Torne is left clean and intact. That is why ICEHOTEL actively contributes to ahealthier climate. Showroom in ICE is an example of how natural design can allow the visitor to experience abrand to its full breadth.
Tjåsa Gusfors
Project leader ICEHOTEL
Tel: +46 70-320 70 37
E-mail: tjasa@ice-art.se
Camilla Bondareva
Press Officer ICEHOTEL
Tel: +46 980-668 40
E-mail: camilla@icehotel.com
SPORTSWEAR OF SWEDEN
Sportswear of Sweden, SOS, is a leading supplier of ski wear and sports fashion. The company was founded in 1982 “forskiers by skiers” and has since then become renowned worldwide. The SOS collections consist of technically advanced products and are created for knowledgeable skiers as well as for functional street and sportswear year round. The company is based in Stockholm, Sweden and has resellers in 14 countries. The SOS shop at Norrlandsgatan is the first in a series of new shops which are to be opened around the world. Next in lineare Australia and Japan where already existing selling points will be enhanced with the concept Showroom in ICE.
ICEHOTEL
ICEHOTEL is one of northern Europe’s most well-known landmarks. Situated 200 km above the Arctic Circle inJukkasjärvi, the company has become famous for its innovative art in ice and snow. People from all over the globe visit Jukkasjärvi to see the crystal clear ice that is being used so successfully as material for art and construction – both inSweden and internationally.
TJÅSA GUSFORS, PROJECT LEADER AND ICE ARTIST AT ICEHOTEL
For nine years Tjåsa Gusfors has been working with ICEHOTEL in Jukkasjärvi. Here she has created the main hall, suitesand the ice church. She has been appointed Artist coach and in 2008/2009 she has been invited to create the hotel’s oneand only deluxe suite. Tjåsa is also working with ice events and live sculpturing around the world.
JENS THOMS IVARSSON, ICE ARTIST AT ICEHOTEL
Jens Thoms Ivarsson is an associate of the design firm Thoms & Nilsson and is originator of numerous world-widerespected projects and exhibitions. He is a returning artist to ICEHOTEL and has been noticed for ice projects such as ABSOLUT ICEBAR LONDON, TOKYO and COPENHAGEN.