Turnaround

Icelandair’s uniform has flown all over the world. For years, it’s served an important role and welcomed millions of passengers on board. Now its original role is completed – but we’re putting a spin on it and finding a way for it to continue its journey.

We launched a new uniform last year, which meant our old uniforms were retired. Instead of disposing of them, we’re going to send them on another round trip around the world, in new role with a new silhouette.

Turnaround is an exhibition focused on the possibilities offered up by reusing materials and sustainability, a joint project between Studio Flétta and Icelandair.

Studio Flétta is a design company founded by Birta Rós Brynjólfsdóttir and Hrefna Sigurðardóttir. In their work, they place particular emphasis on reusing materials, locally based production, and responsible design.

Environmental awareness is a large part of the process, as the raw materials guided the design, resulting in an experimental and fun product.

During the project, Birta and Hrefna used the wealth of materials available in our old uniforms – everything from clasps and hats, ruffles and buckles, to cravats and collars. They put a creative spin on the question: Can you make bags from uniforms?

They started by taking the clothes apart, removing stitches, separating, and sorting materials. Through their examination of the textiles, experimental combinations and curiosity, the process became a guiding principle of the final design – the raw materials were allowed to direct the final outcome.

Innumerable uniforms were used in the project, and nothing went to waste. Leather straps and pilot’s stripes, zippers and visors, ties, sleeves and caps were among the materials reused for this project. Hrefna and Birta created something completely new – the uniform was given new life and continues its journey.

Sustainability plays an important part in Icelandair’s daily operations. It’s important to us to take care with our old uniforms, and to recycle them instead of creating more textile waste.

We’re always looking for ways to increase the sustainability of our operations and are actively involved in increasing the full utilization of all raw materials, through recycling and reuse.

DesignMarch, Iceland's largest design festival, was staged for 5 days in April 2024 in various places in the capital area, from Hafnarfjörður to the Grandi harbor, with majority of events happening in the city center of Reykjavík.

Icelandair is proud to be a sponsor of DesignMarch, and excited to nurture and showcase local talent. This year’s DesignMarch program included over 100 exhibitions, 200 events and 400 participants.

In its 15th year, DesignMarch has a mission to celebrate creativity and innovation. Its exhibitions and events reflect a wide range of design disciplines, including architecture, ceramics, fashion and jewelry, furniture and interiors, textiles, graphic design, product and industrial design, and experience design.

In the words of Þórey Einarsdóttir, the festival director, "DesignMarch is a harbinger of optimism, innovation and new ways. The festival will continue to use its power to bring inspiration and joy along with highlighting the simmering creative power of the local design community in Iceland."

Hand-in-hand with DesignMarch, the DesignTalks conference invites some of the leading voices in international and Icelandic design to participate in panel discussions on April 24 in Harpa.

Designers, architects and creative thinkers push the boundaries of the possible with exciting exhibitions, events, workshops, guided tours and openings all over town during DesignMarch. Playing with materials, the interactivity of nature and technology, the use of discarded raw materials and new creative solutions for society are among the things that see the light of day.

Welcome to a world full of color, joy and creativity! There is room for everyone, nothing is off-grid and diversity is the rule.

Check out the collaborations we've been involved in as part of recent DesignMarch events.

By turning waste into functional objects, we’re reducing what ends up in landfill or gets shipped abroad to be recycled.

That’s one way we work towards a greener future – and one way we bring the spirit of Iceland to the world.

‘Case by case’ demonstrates how recycling and sustainability have become integral parts of our existence. This DesignMarch exhibition was a collaboration between Icelandair and Rebekka Ashley, posing the question of how 625 faulty laptop cases can become a cozy and useful sofa.

Rebekka is a product designer who focuses on environmental awareness, sustainability, and recycling in all her creations. We followed her creative process to see how the sofa she called 'Layers' came to life.

'Layers' pay tribute to Icelandic mountains – Rebekka was inspired by the natural forms of mountains and how they appear in cartography.

The Icelandic company Plastplan specializes in finding ways to utilize plastic waste from companies and turn it into useful objects. Their aim is to work towards a sustainable future and find function where it’s least expected. 

The first collaborative project between Icelandair and Plastplan was designing and producing luggage tags made entirely out of plastic waste. The fun, colorful and unique tags represent the can-do spirit of Iceland and highlight that value can come from where you’d least expect. 

Watch our video to get a snapshot of incredibly creative spirit of Iceland, and what that concept means for a number of innovative Icelandic designers.