The opening of the first “Saab City” marked the launch of a new marketing strategy. Saab had decided that in future it would emphasise the exclusivity of its vehicles. And so the 3-day opening event was to be an extravagant affair. NewDimensions was commissioned to come up with a suitable conception and to implement this. While the creative brains of NewDimensions were working in cooperation with Saab Sweden on the details of the special design, our organisation team was busy obtaining all the authorisations needed to create a spectacular ice bar in the pedestrian zone in front of the Saab City.
