Formally the recording studio of Icelandic musician Jónsi, best known as the Sigur Rós frontman, this concept store feels like walking through an immersive exhibition. Perfumes, Icelandic herbs, hand-crafted soap bars and candles, ethereal music and visual artwork play with all of the senses.
The clever concept was developed by Jónsi's three sisters Ingibjörg, Lilja and Sigurrós, and most of the items are made by members of the family. Jónsi, long an avid maker of perfumes, still has his perfume organ in the basement and a specially made perfume for sale.