Icelandic Provisions makes Skyr but people kept confusing it with a literal store. So we leaned into that and built one. The Icelandic way of course. With trolls and sheep. Lots of sheep. As Lead Art Director, I helped develop a full activation around that confusion, leaning into it entirely with an Icelandic twist. We physically constructed The Icelandic General Store as a temporary installation brought to life across film, digital and social to launch their new product line. The interior design needed its own language, so I invented one: "Rustical" — a fusion of rustic warmth and magical otherworldliness, distinct and unmistakably Icelandic.
Press: Adweek
