In a country famous for its otherworldly landscapes, artists are drawing global attention by reimagining traditional craftsmanship with a futuristic outlook. While design can go under appreciated in day-to-day life, it’s thrust front and center every May in Reykjavik where artists come together for Iceland’s DesignMarch. Attracting local and international audiences alike, this festival is an important player in connecting artists from Iceland to the larger Nordic arts scene and beyond.

Artists from a variety of disciplines embody central themes such as experimentalism, sustainability, and heritage through fashion, textiles, architecture, product design, and even creative dining experiences. Whatever the approach, it’s clear to see that designers are both inspired by Icelandic traditions and unafraid to explore fresh perspectives.

First organised in 2009, during Iceland’s financial crisis, Iceland’s DesignMarch has successfully grown in size and influence. Today, it stands proud as a symbol of Iceland’s vibrant arts scene. In its first iteration, it was an aptly named celebration in March. However, in recent years, it has shifted to taking place in May. This is a welcome change for attendees as the milder weather at this time of year makes it easier to enjoy Iceland’s natural landscapes and leisurely walk through the city, taking in the architecture in Reykjavik.

Iceland’s DesignMarch rejects the idea that art only belongs in museums. The festival programme boasts more than two hundred exhibitions, expert talks, parties, and other events sprawled across the city of Reykjavik. Over the course of four days, attendees can immerse themselves in both landmark cultural centres, such as Nordic House, as well as immersive studio visits with local artists. Wherever you look, the city thrums with excitement. This creates a dynamic energy to the festival as attendees experience cutting-edge design in the context of the surroundings that inspired it.

A particular focus among artists at DesignMarch is environmentally conscious craftsmanship. For example, past events in DesignMarch include exhibitions and research projects on mushroom leather, pigments from Icelandic minerals, and clothes created with natural liquid material. These are just some of the many events where artists invite attendees to reflect on the relationships between humans, animal and plant life, and the raw materials that make up earth’s ecosystems. Diving into these works reveals unique understandings of the history of Iceland, Iceland’s natural landscapes and proposals for how art in the 21^st century can adapt to create a sustainable future of design.

In all this experimental creativity, it is a comfort to find that appreciation for the old is not lost. Events in DesignMarch take care to bring together the familiar with the unfamiliar. As much as the artists look towards the future of design, they situate their work within the history of Iceland. For instance, a past exhibition entitled Bathing Culture tells the history of public pools in Iceland and how they have contributed to a spirit of community over time. Just as importantly, designers such as Erna Einarsdóttir cherish history by finding inspiration in personal memories. Einarsdóttir draws on family heritage to design a sense of hygge through her textiles. In these ways and more, designers pay homage to personal, national, and international histories that inform their work.

The language of art is one that often reaches across cultural differences, celebrating diversity in creativity and beauty. To highlight this potential that art holds, DesignMarch curates a series of talks as part of a Design Diplomacy initiative. Ambassadors from a range of nations invite attendees to their homes and host conversations between artists from their countries and artists from Iceland. Meditating on creative processes and inspirations, these world-renowned artists offer insights into evolving design industries around the globe. Unlike large-scale lectures that artists of such calibre might usually give, these conversations hold an intimate atmosphere.

While Iceland may be commonly known for breathtaking vistas of geysers and volcanoes, DesignMarch is a worthwhile addition to a traveller’s agenda as a way of exploring Reykjavik itself and tapping into the country’s creative spirit. Artists form the soul of any culture and nurture its constant innovation. To see Iceland through its design is a special opportunity to connect with its past and future.