Reykjavík Grapevine - 01.03.2013, Blaðsíða 46

The Reykjavík Grapevine
Run by the city, Torg í Biðstöðu is a
programme that makes use of various
‘meanwhile spaces’ in Reykjavík. It
invites and funds enthusiastic cre-
atives (not just design professionals)
to reconsider their relationship to their
surroundings.
Torg í Biðstöðu has a great impact
on the community, revealing how
design and design thinking can
change our society with little money
and effort. While meanwhile projects
take place in all big cities around the
world, very few other capitals directly
encourage and support it the way
the City of Reykjavík does. It is also a
clever path past the heavy, time-con-
suming city planning agenda in trying
new things fast. We like the focus on
“doing.”
What Torg í Biðstöðu may lack
in professionalism (even if the 2012
programme was bigger, better, more
professional and better run than the
previous years’ programmes), it more
than makes up for in the joy it brings
to people working on things together
and enjoying our city during the short
Icelandic summer.
Life in the Vatnsmýri
Another project that has to do with
the urban environment, Life in the
Vatnsmýri is a great example of how
to use design to communicate com-
plicated scientific concepts to a wide
audience. Professionally designed by
product designer Brynhildur Pálsdót-
tir, architect Magnea Guðmundsdóttir,
graphic designers Ármann Agnars-
son and Jónas Valtýsson, and a team
of scientists, the project dealt with
an interesting topic—the relationship
between nature and city in a country
where city dwelling is a relatively
recent phenomenon. We were also
impressed by the extensive nature
school activities run by the Nordic
House in connection to the exhibition
and loved the holistic take on the
ecosystem in the Vatnsmýri area.
We have nothing but praise for
Ostwald Helgason by couple Ingvar
Helgason and Susan Ostwald. From
the design of the clothing to the sales
to the cat walk shows, the Icelandic-
German label is run in an impressive
and professional way.
Fresh and novel, Ostwald Helgas-
on’s aesthetics don’t feel or look Ice-
landic in the traditional sense and lack
obvious comparisons. Their silhou-
ette, colour palette and playfulness
sometimes resemble that of Helga
Björnsson and Louis Féraud. The label
is notable for its strong patterns and
prints and both 2012 collections are
holistic entities with their own stories
and themes.
While many may be able to “do
things right,” Ostwald Helgason has
what only the very best in fashion
(and any design, for that matter) pos-
sess—the magical appeal, the ‘pull
factor’—all of us (well, except for Helgi
perhaps) want to be the ‘Ostwald
Helgason girls!”
The label has developed quickly,
gaining international attention and
success on a scale previously unseen
in Iceland, which is something that the
Icelandic design scene can be proud
of and learn from. We, along with the
rest of the fashion world, cannot wait
to see where Ostwald Helgason will
take us next.
Kron by KronKron
A label with a vibrant, fresh visual
style and identity, you can spot a
KronKron piece from a mile away.
One of the cornerstones for the local
design scene, their 2012 was strong
and showed continued develop-
ment. The label does a good job
with communication and sales, and
the collection features pieces that
suit many body types.
Mundi
Each Mundi collection is a holistic,
well thought-out concept and the
label has a strong identity—yet it ca-
ters to everybody from Ásgeir Trausti
to our great aunt. The 2012 collec-
tions showed maturity in printing and
excellent development in tailoring.
We also appreciate that the items are
made in Iceland.
Milla Snorrason
Milla Snorrason has gone from
socks and glasses to a mini collec-
tion of clothing that is quirky, origi-
nal in its sense of aesthetics and
high in quality with well thought-out
details and excellent, sophisticated
patterning inspired by Reykjavik!
…continuing from last spread
Ostwald Helgason
Torg í Biðstöðu
Runners-up:
Runner-up:
We look forward to
seeing more in 2013:
The Grapevine Design Awards 2013
Top row, from left to right
María Kristín Jónsdóttir & Bylgja Rún Svansdóttir, STAKA
Siggi Odds & Bóas Kristjánsson, Fur Trade
Hans Heiðar Tryggvason, Torg í Biðstöðu
Middle row, from left to right
Hilda Gunnarsdóttir, Milla Snorrason
Jón Helgi Hólmgeirsson, Jónófón
Bottom row, from left to right
Guðrún Ragna Sigurjónsdóttir & María Ólafsdóttir, As We Grow
Magnea Gudmundsdóttir & Brynhildur Pálsdóttir, Life in the Vatnsmýri
Gréta Hlöðversdóttir, As We Grow
On the Cover
DesignMarch Special 2013 6