Krónan receives recognition for best investment in design at the Icelandic Design Awards 2024

The recognition for best investment in design at the Icelandic Design Awards 2024 goes to Krónan for setting an excellent example in its partnerships with designers, where the common denominator is environmental awareness and sustainability.

From the jury

Krónan has set an excellent example in its partnerships with designers, which are based on imaginative and modern approaches to environmental issues, recycling, using raw materials, and minimizing waste.

Krónan consists of 26 grocery stores nationwide; each focused on a wide product range and fresh produce. The first Krónan store opened in 2000. The business has continuously demonstrated its passion for improvement and cooperation with its customers and suppliers for the sake of the environment.

Since 2019, Krónan has partnered with numerous cutting-edge Icelandic designers where the common denominator is environmental awareness and sustainability. This facilitates environmentally conscious decision-making for the customers, for example through packaging recycling, sharing economy with reusable shopping bags and boxes, access to water faucets to fill water bottles, discounted waste produce, and using waste produce for fertilization. All solutions are presented clearly, concisely, and playfully, an excellent testament to the designers with whom Krónan partners.

In addition, this kind of marketing sets an important example as well as having an educational value. Interesting information about environmental preservation and responsible consumption has become integral to the Krónan experience, both on the website and in the stores. It is also a clear statement that Krónan has chosen to work with Icelandic designers and studios, for example, Studio Flétta, Plastplan, and Melta, and students at Iceland University of the Arts.

The overall style and logo of Krónan, made in partnership with Brandenburg, is also noteworthy. Krónan is successful in maintaining a holistic use of its logo and style throughout all its apps, advertisements, packaging, and signposts, which boosts the customer experience.

The selection committee's assessment concludes that this type of partnership has a valuable snowball effect on society, as it includes recognition of the quality and influence of Icelandic design, robust social benefits, and a whole lot of fun.

Best investment in design recognises successful investment in design or architecture in the past year. It is awarded over to a company that has incorporated design in the core of its operations to create value and increase competitiveness. 

The award ceremony took place for the 11th time on November 7th in Gróska, in the presence of a large crowd who celebrated outstanding design. 

The Icelandic Design Award honours the best Icelandic design and architecture annually. The importance of design in society, culture and business has been growing steadily, and it is therefore vital to increase the understanding of good design and highlight the value of quality. 

The Icelandic Design Award is established by Iceland Design and Architecture in collaboration with theIceland University of the Arts, the Museum of Design and Applied Art, Promote Iceland, The Housing and Construction Authorities of Iceland, SI - the Federation of Icelandic Industries, The University of Iceland Science Parkand Gróska.