AVS. Arkitektúr verktækni skipulag - 01.06.2005, Qupperneq 39

For further information and
inquiries please contact:
Jón Sæmundur
Auðarson, Nonnabúð
Laugavegur 20b,
101 Reykjavík, lceland
email: nonni@dead.is
webpage: www.dead.is
tel: + 354 551 6811
“One who fears death does not enjoy life” is an unlikely slogan, but one which has served Jón Sæmundur Audarson
well. The lcelandice native is an artist and proprietor of Nonnabúð, a gallery-boutique that opened on the artist’s 35th
birthday, 16th of June 2003, in downtown Reykjavík. The store got off to a fabulous start and has already relocated to
larger premises in the same area. Shortly after the opening, eye catching skulls started popping up everywhere and
people began to take notice. Jón Sæmundur has used the skull on everything from t-shirts to ties under the trademark
“Dead”.
Jón Sæmundur doesn’t consider himself a fashion designer, rather, The Glasgow School of Art graduate is first and
foremost an artist and was established as such prior to the opening of Nonnabúð. He uses various motifs which he
prints on the aforementioned t-shirts, among his most popular items, and also his much sought after blazers and other
items of clothing. He considers all his Dead clothing to be visual art. Even though it is art meant to be worn it can just
as well decorate the living room wall.
Dead is not only a trademark. The 16th of June doesn’t just signify the birth of Jón Sæmundur but also that of his alter
ego, Dead, who was born at the opening of Nonnabúð. Death has an important role in the art of Jón Sæmundur and
is a matter close to his heart. In 1992 the artist was diagnosed HIV positive. Death has been a reoccurring theme in
Jón Sæmundur’s art but in Dead he has found a way to deal with his feelings in a positive way. Dead opens people’s
eyes to the beauty of death and strives to eliminate the fear surrounding the final moment. Hence the slogan.
Nonnabúð has a following with the rock & roll crowd. Dead clothing counts among its fans guitarist Kirk Hammett of
Metallica, Placebo front man Brian Molko, and Pink, the robust princess of pop rock, all of whom visited lceland and
fell in love with the clothes in Nonnabúð and the concept of Dead. They have worn Dead clothing on tours and on
other occasions. Hammett wore a Dead blazer to the premier of “Metallica: Some Kind of Monster” in New York. Two
of lceland’s most exiting rock bands, Mínus and Singapore Sling, both support the Dead concept and wear the clothes
frequently on stage. Mínus were pictured on the cover of the music magazine Kerrang! inside a Dead installation
emblazoned with the trademark skull.
Dead is continually developing without a “Dead end” in sight. “One who fears death does not enjoy life”. The concept
is Dead and alive. ■
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