Hostel environment

According to co-owner Arnar Gunnlaugsson, the hostel is designed to appeal to both luxury and budget travellers. ‘We want to play on the different lifestyles of our guests. From the backpacker to the luxury traveller,’ he explains.

The interior references the building’s industrial surroundings and features original designs by Döðlur alongside pieces by famous artists including Pierre Jeanneret, Augusto Bozzi and Pierre Paulin, creating a high-low aesthetic.

The hostel’s marketing materials embrace Anti-authenticity Marketing. A tongue-in-cheek description on the website reads: ‘Ask us for a burger with fries and you will find the fries on the burger itself, sandwiched between the bread. We are bold and like to go our own way.’