This is the world famous Ice Hotel in Jukkasjärvi way up in the north of Sweden. The guests are journalists from all over Europe, with particular interest in writing about exciting recreational activities, outdoor life and sports. They have been invited here by Ispo which is the world’s biggest sport, recreation and leisure Trade Fair in Germany. Here in Jukkasjärvi, quite some distance north of the Arctic Circle, the idea is for them to be able to experience a new and somewhat different side of winter life here in the north of Sweden. SYNK + SYNK Test driving on ice is a new and exciting experience for most of these journalists. Here they are taught how new safety systems work. SYNK/ For Volvo Cars, who collaborate with Ispo, this is a great way to show a new side of the company.