Each year in Jukkasjärvi, Sweden, a team of designers creates an incredible art-filled hotel made entirely out of ice. Not surprisingly, the cool spectacle draws many visitors. But with COVID-19 restrictions in place, many travelers will miss out on the opportunity. So, the team decided to create a virtual experience for people to enjoy across the globe.
Icehotel 31 is the latest iteration of the annual ice hotel and features 12 suites complete with one-of-a-kind art from 35 artists. That’s in addition to six new art suites added to the permanent ice hotel called Icehotel 365 and an ice hall for intimate celebrations. Expect to see a toy-filled suite, one with an oversized brain, a frozen forest, and a cheeky sauna suite. Each piece comes with a QR code, so visitors can scan, and here an audio guide giving a more in-depth background on each piece.
But for those unable to see the hotel in person, Icehotel created an Augmented Reality. The experience on Instagram allows people from all over the world to walk through the space from the comfort of home. This is accomplished using new AR filters on the social media platform that work on your phone. Simply click on the link to a specific room and watch as your living room or bedroom is transformed into the Icehotel 31.
“We know that many people are longing to travel, and we wanted to make the Icehotel experience accessible for those who may not be able to visit us right now,” Malin Franck, CEO at Icehotel, said in a statement. “So, we came up with the idea to create a virtual trip with the help of AR technology.”
The website also mentions an online 360-experience, and a walkthrough video was also added to the company’s Instagram account to add another digital, experiential element. And for those who can visit in person, Icehotel 31 will be on display until April 11.