Arne Bergh and Jens Thoms Ivarsson have both had the role of "creative directors" at the ice hotel in Jukkasjärvi.
Arne Bergh is still a partner in Icehotel AB, but otherwise they have no contacts with their old employer.
New artwork - pike from Poikkijärvi
On Friday night, they inaugurated their new project called Poikki pike, which means Poikkijärvigädda.
The art project is located across the Torne River and opposite the ice hotel.
The new project is close to the old employer
It is actually a kind of framework that they have built and pulled out a bit on the ice where you should be able to have art exhibitions or perform performances.
- What we create here is completely free.
We do not want any frames, says Jens Thoms Ivarsson.
In the video above, you can see how close the new art project really is to their old employer.
And get an answer to the given question: Isn't this about trying to attract over the ice hotel's guests?