Lynx in full effect at Ice Hotel party

To launch Axe Below-0 from Lever Fabergé, Cake Media found a location with a difference. Jeremy King reports from the chilled-out event

Determined to push the boundaries of creative events to a new level, Cake produced a spectacular party for client Lever Fabergé to help launch its latest Lynx toiletries range, Axe Below-0. After an eight-month search, Cake found the perfect location in Kiruna, Sweden. The purpose-built venue within this small Arctic village was labelled Base Below Zero for the 24-hour event. Cake event director Will McHugh explains:"Our brief was to find a location in Europe where the temperature would be below zero with snow in November. Kiruna was ideal. The Ice Hotel also had the right experience and infrastructure to help assemble the large ice productions nearby."

Cake designed an inflatable igloo-shaped temporary structure, connected to a purpose-built concert stage by two three-metre-high walls made of snow and ice. Juxtaposed to this were five Lap huts, which resembled giant teepees.

Lever Fabergé flew 300 competition winners into Kiruna and took them by husky-led sleighs to the venue. They then spent the day enjoying a range of activities such as reindeer racing, husky riding, ice fishing, snow biking, relaxing in a spa and finally heading to the party to enjoy music by bands such as Faithless and The Thrills, before being flown home.

It took a week for the venue to be completed, with Cake using British and Swedish companies including stage and lighting experts Siyan, Arctic KB Events, the Ice Hotel, television production company Done and Dusted and freelance production expert Mike Bowles.

"Due to the location and the fact that the venue was 1,000 miles from Stockholm we could only use one arctic truck to bring in equipment," explains McHugh. "We also had to liaise with local companies on health and safety issues due to the extreme cold and the logistics of looking after 300 guests. There were a lot of potential pitfalls but thankfully it all went to plan."

The end result was that Cake managed to successfully pull off its biggest event to date and arguably one of the most innovative.


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