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Harpa, Perlan and National Museum of Iceland stood out from the chaos during Icelandair Mid-Atlantic 2023 with a bare-bones booth

Every 2 years, in late January, Reykjavik comes alive when hundreds of folks from the global travel industry land in Iceland for the Icelandair Mid-Atlantic Tradeshow, some to introduce their products and others to be enlightened.

Amidst the chaos and clamor of the bustling fairgrounds, Harpa, Perlan and National Museum of Iceland stood out from the crowd, drawing the curious gaze of passersby with an essential, human-centered and no-spoil booth.

A backlit white panel shows only the sentence "We didn't want to spoil your first impression - come and experience it for yourself", making the people and their social interactions become the absolute protagonist of the space.

Perlan - Harpa - National Museum of Iceland

Icelandair Mid-Atlantic 2023

Reykjavik, Iceland


Pictures by Lárus Sigurðarson

January 2023

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