Fischersund, the Icelandic fragrance brand and art and music collective, is descending on Denmark.
During the 3DaysofDesign festival in Copenhagen, which starts Wednesday, the brand has a few different activations stretched across the days. Wednesday night, the brand is revealing its new hand-stitched flag display in the window of fashion and design boutique, Storm. Thursday, it will be doing one of its hallmark scent concerts at Hotel Cécile, a 70-minute show fronted by cofounder Jónsi of Sigur Rós, as well as musicians Kjartan Holm and Sin Fang.
Throughout the festival — and tying the other activations together — is participation in the design exhibit The Icelandic Warehouse by the Embassy of Iceland. On Friday, there will be a pop-up DJ set from the three musicians at Rosforth & Rosforth, a natural wine bar.
“It’s really important for us to be in the design community, but we wanted to do things in a different way, which is why we’re doing the scent concert,” said Ingibjörg Birgisdóttir, among the sibling quartet who cofounded the brand. “We’re an art collective, we’re musicians, artists, photographers, designers, writers, performers and we love to be in between all of those things.”
As reported, the brand was founded in 2017 by Ingibjörg Birgisdóttir, siblings Sigurrós and Lilja Birgisdóttir and Jónsi Birgisson, all of whom had different métiers beyond perfumery before launching the business.
“We’re at the intersection of scent, sound and art,” said Lilja Birgisdóttir. As for the scent concerts, “We’re just adding the element of scent in.”
The scent concert already has 330 people slated to attend, and each of them will receive a vial of seven scents, which are paired with a poem and a flower sculpture.
The flurry of activations meshes with the brand’s retail expansion into Storm, the boutique where the window is being unveiled. For Vanessa Dabich, the brand’s global general manager, it’s about marrying qualitative and quantitative aspects of building the business.
“Storm is really important not only from a fashion perspective but also with niche perfumery. They put a lot of brands on the map in Scandinavia through their perfume curation,” Dabich said. “But for us, it’s not only sales-driven, but about brand building and brand awareness. Our awareness was lower in Scandinavia at the beginning of last year, and with these strategic activations, it’s important for us attendees walk away with the scent, sound and art we have to offer.”