Reykjavík Grapevine - 16.07.2010, Blaðsíða 2

Turninn Höfðatorgi
105 Reykjavik
Tel: 575 7575
Opening hours:
Sun-Wed. 11.00–22.00
Thu-Sat. 11.00–24.00
fabrikkan@fabrikkan.is
www.fabrikkan.is
The Icelandic Hamburger
Factory is a new restaurant
overlooking the famous
Höfði, where Ronald Reagan
and Michail Gorbachev
almost ended the Cold War.
But that's history. Try our
unique Hamburgers and the
first Icelandic Lamburger.
Great prices on food, beer
and wine. Come and feel the
Factory buzz. It's worth it.
Lamburger: Now
World peace: Soon
2
The Reykjavík Grapevine
Issue 10 — 2010
Editorial | Haukur S Magnússon
VIKINGS
'Corporate' vs. 'regular':
which marauder is
YOUR favourite?
ELVES
Icelanders
don't really
believe in them.
BJÖRK
Not a fan
of the Magma
deal.
NORTHERN LIGHTS
You can't see them
during summer, so
you'll need to come back.
TRAVEL
Climb a glacier,
float in a lagoon,
have some fun.
IN THE ISSUE
+ COMPLETE CITY LISTINGS - INSIDE!
THE ESSENTIAL GUIDE TO LIFE, TRAVEL & ENTERTAINMENT IN ICELANDYOUR FREE COPY
Issue 10 – July 16 - July 29 – 2010
A number of start-up companies (as well as some more established ones) in the 'creative sectors' are doing their best to
pull up Iceland's still-sinking economy by the bootstraps. But what sort of environment are we creating for these would-be
saviours, and what sort of environment do they need to thrive. Sveinn Birkir Björnsson investigates. Page 20.
www.grapevine.is
The Reykjavík Grapevine
Hafnarstræti 15, 101 Reykjavík
www.grapevine.is
grapevine@grapevine.is
Published by Fröken ehf.
www.froken.is
Member of the Icelandic Travel Industry Association
www.saf.is
Printed by Landsprent ehf. in 25.000 copies.
Editorial:
+354 540 3600 / editor@grapevine.is
Advertising:
+354 540 3605 / ads@grapevine.is
Publisher:
+354 540 3601 / publisher@grapevine.is
Publisher:
Hilmar Steinn Grétarsson / hilmar@grapevine.is
Editor:
Haukur S Magnússon / haukur@grapevine.is
Journalist:
Rebecca Louder / rebecca@grapevine.is
Contributing Writers:
Valur Gunnarsson
Anna Andersen
Dr. Gunni
Paola Cardenas
Sindri Eldon
Stephanie Orford
Magnús Sveinn Helgason
James Ashworth
Marc Vincenz
Florian Zühlke
Eiríkur Örn Norðdahl
Katarzyna Growiec
Sveinn Birkir Björnsson
Frímann Frímannsson
Bob Cluness
Íris Erlingsdóttir
Editorial Interns:
Alexandra Young / alexandra@grapevine.is
Allison Savage / allison@grapevine.is
Emily Burton / emily@grapevine.is
On-line News Editor
Paul Nikolov / paulnikolov@grapevine.is
Food Editor:
Catharine Fulton
Art Director:
Hörður Kristbjörnsson / hoddi@grapevine.is
Design:
Páll Hilmarsson / pallih@kaninka.net
Design Consultant:
Jóhannes Kjartansson / www.joi.is
Photographer:
Julia Staples / juliastaples.com
Sales Director:
Aðalsteinn Jörundsson / adalsteinn@grapevine.is
Guðmundur Rúnar Svansson / grs@grapevine.is
Distribution:
distribution@grapevine.is
Proofreader:
Jim Rice
Press releases:
listings@grapevine.is
Submissions inquiries:
editor@grapevine.is
Subscription inquiries:
+354 540 3605 / subscribe@grapevine.is
General inquiries: grapevine@grapevine.is
Founders:
Hilmar Steinn Grétarsson,
Hörður Kristbjörnsson,
Jón Trausti Sigurðarson,
Oddur Óskar Kjartansson,
Valur Gunnarsson
The Reykjavík Grapevine is published 18 times a year by
Fröken ltd. Monthly from November through April, and
fortnightly from May til October. Nothing in this magazine
may be reproduced in whole or in part without the written
permission of the publishers. The Reykjavík Grapevine is
distributed around Reykjavík, Akureyri, Egilsstaðir, Seyðis-
fjörður, Borgarnes, Kef lavík, Ísafjörður and at key locations
along road #1, and all major tourist attractions and tourist
information centres in the country.
You may not like it, but at least it's not sponsored. (No
articles in the Reykjavík Grapevine are pay-for articles. The
opinions expressed are the writers’ own, not the advertisers’).
On cover: Thor from the upcoming animated film:
Legends of Valhalla by Caoz.
Art Direction: Jói Kjartans
Wow! Introducing The World’s First
Interactive Printed Editorial!
Haukur’s 28th Editorial
Check out www.inspiredbyiceland.com - it's pretty inspiring
It’s late at night and you’re on the road. The sun is
somewhere between its indistinguishable setting and
rising, no other cars are around and your loved one is
sleeping beautifully in the passenger seat next to you,
but you miss them. This is just the kind of imagery that
Snorri Helgason’s gentle, distant crooning over his
wailing slide guitar calls to mind. There is something so
far away, yet so comforting about this sweet little tune,
and we are so happy to share it with you.
Another nice thing about this pretty track off the
Hitaveitan compilation is that Snorri sings in his native
Icelandic instead of the English lyrics he opts for on
his solo album. This makes a really nice change and
sounds really organic (even if you can’t understand it!).
Anyway, just download this song to compliment those
melancholy end-of-summer emos.
Snorri Helgason
TRACK OF THE ISSUE
Ólán
TRACK OF
THE ISSUE
Download your
free copy at
grapevine.is
MUSIC
&
NIGHT
LIFE

snorrihelgason
Download at www.grapevine.is
Comic | Hugleikur Dagsson
Listen: This is THE WORLD’S FIRST EVER
INTERACTIVE PRINTED EDITORIAL TO BE
PUBLISHED IN A MAGAZINE OR NEWSPAPER.
EVER!
You should be proud of yourself to be reading
such a go-getting, forward thinking and ‘with it’
publication. It means that you also share these
qualities.
Why publish an interactive printed editorial?
Well, see, I’ve been hearing a lot about ‘interactivity’
and ‘social networking’ and ‘multimedia’ and ‘virtual
reality’ lately, and I figured Grapevine should jump
on the bandwagon. It’s ‘the way of the future’ I’m
told, and the future sounds like it would be a nice
and happening place to occupy. So we are on our
way there, RIGHT NOW! And NOW! And NOW! And
NOW! Etc.
(maybe we will never make it to this ‘future’,
but we can sure as hell try, just like Achilles chasing
his tortoise into infinity).
Are we in ‘the future’ now? I am not sure.
Perhaps it has evaded us once again.
Perhaps we shall never know.
“How is this editorial interactive,” you ask? Let me
tell you how it works:
You, reader, need to send me an e-mail
(or post a letter to our mailbox, the address is
somewhere on this page) bearing a suggested
topic for me to editorialise on. You can also suggest
a stance or take on the given topic, as well as
some other stuff you want in there (for instance:
exclamation marks, parentheses, slang) and stuff
you do not want in there (for instance: pop culture
references, fancy long words, product placement).
My e-mail address is haukur@grapevine.is
Here is a sample letter you could write:
“Dear Haukur,
I would like you to write an editorial on the sorry
state of Iceland’s grocery stores. It should be written
in an angry, bemused tone, and should in some way
incorporate references to the Teenage Mutant Ninja
Turtles. You should also refrain from using the word
“y’all”.
Thank you, Haukur. I love you with all my heart.
Sincerely,
Reader”
If you send such a letter, I promise to write the
editorial to your order and send it back your way. If
it doesn’t suck too hard, we might even print it. Who
knows?
Also, you can e-mail in questions if you don’t
understand some of the instructions. That is fine.