This year’s DesignMarch identity combines the Victorian toy thaumatrope and vintage electronics to portray the interactions that lie in the heart of the festival.


Designed by experience designer Friðrik Steinn Friðriksson and fashion designer Laufey Jónsdóttir, the identity features a graphics, photographs and video that explore the power and interaction in design and the festival itself: The interaction between disciplines, the dialogue between the creator and the viewer.

To us, these dialogues are the most important part of DesignMarch. The festival brings together the designers showing their new works, and the general public that comes to see it; the designers and producers meeting at the DesignMatch. The identity playfully portrays the way something magical happens when people come together.

The graphic plays with the interaction and integration of colors and forms. The designers used the letters of the word ‘DesignMarch’ as raw material to create a series of flower patterns.

They then created thaumatropes, Victorian toys that creates the illusion that two pictures merge into one and seeing layers that converge to blend together, and connected the thaumatropes to vintage electronics – cassette players dvd players, whisks and reel-to-reel tape recorders to contrast the patterns with a symbol of industry and cityscape.

Here are a few behind the scenes images from the photoshoots – doesn’t quite look like your regular day at the office for a fashion designer, or what do you think?

According to fashion designer, illustrator Laufey Jónsdóttir and Friðrik Friðriksson,

 The projects with very open scope and unexpected outcomes are the ones we enjoy the most.











Product designer Friðrik Steinn Friðriksson recently finished his MFA in experience design at Konstfack, Sweden. His project researched the possibilities of mediating and triggering flashbacks through smelling and hearing other people’s memories. His latest project was a collaboration with Laufey Jónsdóttir and Sigurður Arent Jónsson an interactive sculpture exploring art and design in the public place.

Laufey Jónsdóttir is a fashion designer and illustrator based in Reykjavik. Jónsdóttir worked for the fashion brand STEiNUNN. She has also designed a knitwear collection Blik and illustrated for magazines, books and exhibitions.

Friðrik Steinn and Laufey have known each other since they were 12 years old.



Identity (concept, art direction and design)
Friðrik Steinn Friðriksson (
Laufey Jónsdóttir ( design adviser
Arnar Freyr Guðmundsson (, cinematography and editing
Hrafn JónssonMusic and sound
Kristinn EvertssonPhoto processing
Jón Ingiberg Jónsteinsson (