Pizzatime with Flétta and Ýrúrarí is the winner of Project at the Icelandic Design Awards 2023
Pizzatime with Flétta and Ýrúarí is the winner in the category Product at the Icelandic Design Awards 2023 for demonstrating the vast opportunities for value creation in using leftover materials instead of raw material, and successfully raised awareness of the negative environmental impacts of the textile industry.
From the jury:
Pizza Time with Flétta and Ýrúrarí is an original and clear example of how design can promote environmental awareness in a fun and interesting way.
Pizza Time 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 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, apparent in the design of the menus, the costumes, the setting, and the product itself. The performance space had large windows that provided guests with a view of the whole process.
The designers managed to create a memorable experience, and an interesting social experiment, attracting many guests. They demonstrated the vast opportunities for value creation in using leftover materials instead of raw material, and successfully raised awareness of the negative environmental impacts of the textile industry.
The wool pizzas were a hit, there were long queues and the designers could not keep up with the demand during the five days of Pizza Time.
Halla Helgadóttir, managing director of Iceland Design and Architecture gave Hrefna Sigurðardóttir and Birta Rós Brynjólfsdóttir from Flétta and Ýr Jóhannsdóttir, Ýrúrarí the award at the award ceremony that took place for the 10th time on November 9th in Gróska, in the presence of a large crowd who celebrated outstanding design. To mark the occasion, the award categories have been increased to three: Product // Place // Project with one winner in each category.
The category Project calls for outstanding designed projects that have been executed. A variety of ideas, communication, experiences, exhibitions and solutions are considered.
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 the Iceland 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 and Gróska.