To celebrate the release of SSX Blur, EA held an event at Quebec's Ice Hotel, which is a hotel made of ice. A hotel, where people sleep, where the walls are made of ice.
Journalists got a chance to play the new game and see new demos of Army of Two and a mysterious new property that is, unfortunately, under embargo. Junkie XL, who is responsible for Blur's soundtrack, provided a performance, presumably using non-ice-based instruments. The crowd was also treated to drinks at the ice bar (a bar made of ice), and, of course, warm chicken soup, which no doubt helped everyone keep warm. Ice, as you may have heard, is cold, and the event took place in a building made entirely of ice.
We don't know whether to be jealous of the people who were invited to this unusual locale, or happy that we spent the day in an environment habitable by humans. Luckily Blur is out in stores and we can enjoy it in our nice, temperate homes.