We took the very best of Iceland on the road! We created an unforgettable Iceland-themed pop-up in the heart of London, and we invited everyone to visit for free events, giveaways, entertainment and much more. Check out the highlights in our video.
Obviously, we didn't transport an entire country to London. And we weren't talking about Iceland the supermarket!
Instead, Icelandair partnered with Inspired by Iceland, Blue Lagoon, and 66°North to create an unforgettable one-off experience in the middle of Soho.
A series of free events brought the best of Iceland to you.
From 28 to 30 October, Iceland (the country) was literally around the corner – and everyone was invited!
#IcelandAroundTheCorner
Where: Phonica Records, 51 Poland Street, London W1F 7LZ
When: Friday 28 to Sunday 30 October 2022. Check out our program for all the details
How to get around the corner: The nearest tube is Oxford Circus
Price: Free tickets, timed entry. Register for tickets via Eventbrite
Duration: We recommend that visits take around 1 hour
Age requirements: All ages are welcome, with Sunday a dedicated family day
Accessibility: The event is wheelchair accessible
Where: Phonica Records, 51 Poland Street, London W1F 7LZ
When: Friday 28 to Sunday 30 October 2022. Check out our program for all the details
How to get around the corner: The nearest tube is Oxford Circus
Price: Free tickets, timed entry. Register for tickets via Eventbrite
Duration: We recommend that visits take around 1 hour
Age requirements: All ages are welcome, with Sunday a dedicated family day
Accessibility: The event is wheelchair accessible
Tickets for the experience are free of charge.
Each guest can reserve up to 4 tickets.
Tickets can be returned and reallocated subject to availability.
Guests under the age of 18 must be accompanied by an adult.
The total event lasts around 60 minutes.
Ticketing for the event is overallocated so please arrive 15 minutes before your time slot to guarantee entry. You will not be admitted entry to the venue if you arrive 15 minutes after your allocated time slot.
The event is wheelchair accessible, but via the rear entrance (16-18 Marshall Street, W1F 7BE). If you have any access requirements or questions, we are happy to help: [email protected].
Please be aware that food served at the event may contain traces of nuts and other allergens.
Guests are asked not to bring plastic bottles of water or food. Water will always be available from the on-site bar.
There will be cloakroom facilities on site, however patrons are kindly asked not to bring large suitcases or bags. Only A4 size bags will be permitted entry to the venue.
Security bag-checks will be in operation.
Please be aware that commercial filming and photography may be taking place over the course of this event and by entering the experience, you consent to being filmed and photographed.
The event organiser shall remain entitled to remove anyone from the venue who is under the influence of drugs, highly intoxicated or conducting themselves in a manner that the event organiser deems inappropriate.
Any guests found in position of illegal substances or weapons will be reported to the police.
All guests who take part in the Icelandair Experience do so at their own risk and the event organisers shall not accept liability for accidents.
The event organisers do not accept responsibility for personal property lost, stolen or damaged during the event.
The organisers reserve the right to refuse admission at their own discretion.
Guests will not be granted re-entry once they leave the event.
By registering your attendance you consent to join the Icelandair community, inclusive of receiving event information, updates and sharing of details to receive exclusive promotions from event partners (66°North, Blue Lagoon and Visit Iceland). You can unsubscribe at any time. You can find more information about how we process your personal data in our privacy policies.
Business Iceland / Visit Iceland
We've put together 3 days of free events to bring you the very best of Iceland.
Join us for an unforgettable, immersive experience highlighting all that is unique to Iceland.
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11am - 4:30pm Open to the general public
Book your free ticket (timed entry; last entry at 3:30pm).
Come and experience the Blue Lagoon's ethereal nature, the icy wonders, the surprising landscapes and the unique airwaves that stem from this land of fire and ice – including surprise Icelandic entertainment and performances.
From navigating your way through a glacier to relaxing in a geothermal spa or sampling the ever-growing foodie scene, an adventure for all ages is just around the corner. There'll be chances to win a trip to the real Iceland, and various prizes from our partners.
11am - 12pm DJ Q&A with Hermigervill
For the Icelandic music fans! Explore the lost Icelandic music scene of the 1970s with DJ Hermigervill, in this fun Q&A titled 'The Dark Ages of Icelandic music: Did Icelandic music exist before Björk?'
A longtime heavyweight of the Icelandic music scene, Hermigervill, a multi-instrumentalist, producer, composer, and DJ, has worked with many notable Icelandic artists, produced a multitude of Icelandic number-one hits, and released innumerable records under various guises. As well as working live on stage and behind the scenes with acts such as Retro Stefson, FM Belfast, Berndsen, Kira Kira, Þórunn Antonía, Sturla Atlas, Unnsteinn, and many more, Hermigervill's unique electronic live act has made crowds big and small dance all over the world.
3pm - 3:30pm Photo exhibit and talk from photographer Benjamin Hardman
Benjamin is a landscape photographer and natural history cinematographer based in Iceland. With Iceland as a home base, the fragile, barren and isolated landscapes of the frozen North have become the core focus of his work. On the side of his personal Arctic endeavours, Benjamin has worked for over 7 years as a commercial photographer and editor for the Icelandic outdoor clothing brand 66°North.
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9:30am - 10:30am Blue Lagoon Sound Bath
SORRY, SOLD OUT!
Start the day with an hour of deep relaxation and meditation. This rejuvenating experience will be led by Kamilla Ingibergsdóttir, an Icelandic yoga and yoga nidra teacher, sound healer, and sound therapist. Kamilla will lead guests in aligning their bodies, minds, and spirits through a guided meditation with elements of yoga nidra, a sound bath with crystal alchemy singing bowls, and peaceful elements of Blue Lagoon Iceland. Guests will leave feeling relaxed and focused for the remainder of the day.
11:00am - 6:00pm Open to the general public
Book your free ticket (timed entry; last entry at 5:00pm).
Come and experience the Blue Lagoon's ethereal nature, the icy wonders, the surprising landscapes and the unique airwaves that stem from this land of fire and ice – including surprise Icelandic entertainment and performances.
From navigating your way through a glacier to relaxing in a geothermal spa or sampling the ever-growing foodie scene, an adventure for all ages is just around the corner. There'll be chances to win a trip to the real Iceland, and various prizes from our partners.
12:30pm - 1pm Photo exhibit and talk from photographer Benjamin Hardman
Benjamin is a landscape photographer and natural history cinematographer based in Iceland. With Iceland as a home base, the fragile, barren and isolated landscapes of the frozen North have become the core focus of his work. On the side of his personal Arctic endeavours, Benjamin has worked for over 7 years as a commercial photographer and editor for the Icelandic outdoor clothing brand 66°North.
7:30pm - 10:30pm Spirit of Iceland party
SORRY, SOLD OUT!
Icelandair invite guests to sample the ever-growing Icelandic music scene with a Spirit of Iceland party. Taking over the event venue, Saturday night will feature live acts from the 2022 Iceland Airwaves festival line-up, DJ and plenty of (free) Icelandic alcoholic drinks.
At 8:30pm, the sweet sounds of Arny Margret will kick off the live performances, followed by Axel Flovent, Unnsteinn and finishing with the infamous Icelandic DJ, Hermigervill, to show guests the rich variety currently on the Iceland music scene.
,
9:30am - 10:30am Blue Lagoon Sound Bath
SORRY, SOLD OUT!
Start the day with an hour of deep relaxation and meditation. This rejuvenating experience will be led by Kamilla Ingibergsdóttir, an Icelandic yoga and yoga nidra teacher, sound healer, and sound therapist. Kamilla will lead guests in aligning their bodies, minds, and spirits through a guided meditation with elements of yoga nidra, a sound bath with crystal alchemy singing bowls, and peaceful elements of Blue Lagoon Iceland. Guests will leave feeling relaxed and focused for the remainder of the day.
11:00am - 4:00pm Open to the general public
Book your free ticket (timed entry; last entry at 3:00pm).
Icelandair is inviting you on board a journey to Iceland on our special family day! You'll travel through freezing glaciers and warm lagoons, heated by lava deep beneath the earth.
Beginning in the record shop, go through the secret back door and down the stairs, all the way down and down, to Iceland!
You'll be able to hang out in the first-class lounge and learn your Icelandic name, play 'the floor is lava', and help make a volcano erupt! Plus learn so many more strange and curious things about the amazing world of Iceland, which is much closer than you think – just around the corner really!
Note: There will be a sensory dampened experience beginning at 3:00pm.
,We're proud to partner with some of the biggest names in Iceland to bring a piece of our country to you.
,66°North was founded in 1926 as a matter of survival for Icelandic fishermen and soon thereafter Icelandic search and rescue teams. Quality, durability, performance, and necessity are our enduring values due to the unpredictable elements of the Icelandic climate and because, as a small nation, our customers have always been our friends, family, and neighbours.
66˚North combines the longstanding Icelandic virtues of resilience, making things that last, never wasting anything, and harmony with nature, alongside modern best practices in design, production, and supply chain management to create a carbon neutral, circular company.
Read more about us at 66north.com.
The 66°North Beacon pop-up store is shining its light on Soho for 66 days, on the corner of Air St and Brewer St. The pop-up will be open until mid-November, offering a range of the brand's most popular styles.
The Blue Lagoon is a geothermal marvel in the heart of an otherworldly frontier. Surrounded by sweeping moss-covered lava fields and an extraordinary array of volcanic phenomena, the lagoon is a wellspring of wellbeing. Its iconic healing waters are found nowhere else on earth, bringing radiance to the mind, body, and spirit, and providing the bioactive foundation for Blue Lagoon Skincare.
Chosen as a Wonder of the World by National Geographic in 2012, the majestic waterscape is the centerpiece of Blue Lagoon Iceland, a multifaceted destination embodying the innovative interplay of nature, science, design, and sustainability.
Inspired by Iceland is a public-private platform to promote Iceland and Icelandic products. It is owned and operated by Business Iceland.
Inspired by Iceland works effectively on promoting and marketing to consumers and companies alike in cooperation with Icelandic industries.
Inspired by Iceland is a platform for cooperation with effective networks with domestic and foreign stakeholders.
See our work promoting Iceland to potential visitors and inspiring their travels at visiticeland.com.
,Is visiting Iceland on your bucket list? Our exclusive holiday package offer, released to coincide with the Around the Corner event, is specially designed to help you tick the highlights of Iceland off your wish list.
The Iceland Bucket List Escape includes flights, hotel accommodation and 3 fantastic tours, taking you to the Blue Lagoon, to view the northern lights, and to check out a sizzling recreation of a volcanic eruption. It's priced from £429, with departures from London Heathrow, London Gatwick, Glasgow and Manchester.
Our Around the Corner pop-up is designed to let you experience the treasures that await in Iceland, and to highlight just how close we are to London (flying to Iceland takes just 3 hours and 15 minutes from Heathrow or Gatwick).
After you've seen the London version, come see the real thing! We have a range of holiday packages to help you discover the country for yourself. Whatever your interests, from northern lights to glacier hikes, waterfalls to geothermal soaks, we can help.
Take a long weekend (or more) and come visit us, we're just around the corner!
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See you in Iceland!