Pizza Time by Flétta and Ýrúrarí nominated as project of the year - Icelandic Design Awards 2023

October 17th, 2023

Pizza Time with Flétta, Hrefna Sigurðardóttir and Birta Rós Brynjólfsdóttir, and Ýrúarí, Ýr Jóhannsdóttir is nominated in the category project of the year at the Icelandic Design Awards 2023.

From the jury:
Pizza time is a project, a performance and a very interesting experiment that shows how with design thinking it is possible to shed light on the use of leftover products and their value in a very fun and remarkable way.

Pizza Time with Flétta design studio and Ýrúrarí textile designer was a five-day performance that took place at DesignMarch 2023 where designers felted wool pizzas from Icelandic wool industry leftovers and sold them to customers just like normal pizzas. The artwork's setting was built around a felting machine which played the role of a pizza oven, and the designers played the roles of pizza makers and waiters. Playfulness was the prevailing sentiment of the overall representation and execution of the artwork, apparent in the design of the menus, the costumes, the setting, and the product itself. The performance space, a store space in the middle of Laugavegur shopping street in Reykjavík, had large windows that provided guests with a clear view of the whole process, including the manufacturing of the textile products which normally are made in closed spaces.

The designers of Pizza Time managed to create a memorable experience, and a very interesting social experiment, that attracted many interested guests. The wool pizzas were a hit and sold out, there were long queues and the designers could not keep up with the demand during the amazing five days of Pizza Time.

Flétta, a design studio founded in 2018 by product designers Hrefna Sigurðardóttir and Birta Rós Brynjólfsdóttir, graduates of Product Design from the Iceland University of the Arts. In their work they focus on environmental issues and make raw materials the main focus. Their projects promote local production and the utilization of raw materials that would otherwise have been destroyed.

Ýr Jóhannsdóttir is a textile designer and artist from Iceland, based in Berlin and Reykjavík, working under the name Ýrúrarí. Her work is mostly knitted, where fragments of humor, body movements and the everyday meet in wool based, often wearable, objects. For the past years the importance of sustainability has had an impact to Ýrúrarí’s work.

Icelandic Design Awards will take place in Gróska on November 9th - save the date!

Stay tuned as we will be announcing the nominations in the upcoming days. 

The Icelandic Design Award honours the best Icelandic design and architecture. The importance of design in our 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 will be awarded for the tenth time this year (2023), and to mark the occasion, the award categories have been increased to three: Product // Place // Project. In addition, the Icelandic Design Awards also include honorary award and recognition for the best investment in design.

The Icelandic Design Award is established by Iceland Design and Architecture in collaboration with the Iceland Academy of the Arts and the Museum of Design and Applied Art and with support from Business Iceland and SI - the Federation of Icelandic Industries.

October 17th, 2023
Álfrún Pálsdóttir


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