Elska is out!

The latest issue of Elska Magazine is out and it features men and boys from Reykjavík city. Editor says that he’s very satisfied with the outcome.

“Diverse, intimate, warm.” That's how editor Liam Campbell describes his experience of making the Reykjavík issue of Elska Magazine.
“Diverse, intimate, warm.” That’s how editor Liam Campbell describes his experience of making the Reykjavík issue of Elska Magazine.

“I’m really excited. I feel like Elska’s now reached the right balance of imagery and text to create that intimate and revealing feel that I’d always had in mind for it,” says Elska editor, 33-year-old Londoner, Liam Campbell about the magazine’s Reykjavík issue which just hit stores today.

According to Liam it’s the biggest issue so far, counting 156 pages, with 17 “chapters”, each including 6-8 images and a text of 1-3 pages. The stories are all printed in their original languages (unedited Icelandic, French, Turkish, and Brazilian Portuguese) and followed by English translations.

He says that there are fifteen local boys in the final issue, plus two more guys in the bi-monthly “Elska Dehors” series where editorials from other artists around the world (in this case from Paris and Rio de Janeiro) are featured.

“Apart from one guy everyone featured is a Reykjavík resident – but they’re not all blond Viking types! There are actually two French natives and guys originally from Turkey, Brazil, Belgium, and Australia in the magazine. And of course there’s a good range of ages and sizes beyond the ethnic array.

So I think that our readers outside Iceland may be surprised to see that Reykjavík is so multicultural and I think that new readers will enjoy seeing that Elska isn’t another mag full of guys who look like porn stars. Elska is supposed to be a snapshot of a city through its men, not just a particular type of man, and I feel that goal’s been achieved here. I’m really proud of the outcome.”

“The Reykjavík guys made everything so easy. […] The hospitality and enthusiasm made this issue such a pleasure to make.”

Would you say that its your most ambitious work so far?

“In some ways, yes, because we had an enormous amount of shoots. My aim was for fifteen but we had twenty-two in the end, all in one week. On our first day there were six guys all in different locations, and on our second day we took two guys on a long drive down to South Iceland, including some hiking and ridiculously cold and windy conditions. It was a challenge nothing like me or my camera had experienced before.

But in other ways, it felt less ambitious because the Reykjavík guys made everything so easy. One of the guys picked up my assistant Andriy from the airport. Another cooked a lovely dinner. Another even offered to take us to the Blue Lagoon for some relaxation time. The hospitality and enthusiasm made this issue such a pleasure to make.”

The Reykjavík issue makes more use of the outdoors than the previous issues. “With such beautiful landscapes in Iceland, it would have been a shame not to involve them, but the focus is still on the boys. Also, this issue gives a more fully rounded portrait of each man: the images are less staged and the stories more personal. It’s a formula that will be followed for future issues,” explains Liam.
The Reykjavík issue makes more use of the outdoors than the previous issues. “With such beautiful landscapes in Iceland, it would have been a shame not to involve them, but the focus is still on the boys. Also, this issue gives a more fully rounded portrait of each man: the images are less staged and the stories more personal. It’s a formula that will be followed for future issues,” explains Liam.

He says that he’s very proud of the models, especially a few of the men for soldiering through the cold during some of the outdoor shoots. “Special props go to one of the guys for doing shirtless pics at the harbor of Reykjavík while elderly couples slowed down to stare as they did their Sunday morning “rúntur”. Another had a similar job to do at Reynisfjara in front of a crowd of Japanese tourists, and one guy got totally naked at the bottom of Hvalfjörður during sub-zero conditions, somehow managing to not even look cold. We would do like 20 shots and then he would run back to the car to warm up before doing the next set.”

Unfortunately however not all the models made it to the final cut. “Sadly there just wasn’t room for everyone even though this issue is bigger than the last two. Also, because for the past issues about four or five guys cancelled last-minute, we decided to book extra men for the Reykjavík shoots. But here only one guy cancelled, so we had too much material in the end.

I tried to be fair about who I ended up cutting. We did just over half the shoots indoors, but I put priority on the outdoor shoots since they’re more unique and revealing about the setting. Aside from that, I gave all the boys a deadline of when to submit their personal stories, and those who didn’t submit on time got cut. I was actually really disappointed to lose one of those guys in particular, but the way I did the cut seemed the fairest overall.”

Liam informs us that Elska isn't only sold in Reykjavík but in Akureyri and beyond. “Check the website, www.elskamagazine.com, for the most current list of stockists, but honestly it’s sold in more shops than I even am aware of! And of course you can subscribe to a year of Elska – the annual deluxe subscription includes all the Elska Ekstras. Plus more bonuses.”
Liam informs us that Elska isn’t only sold in Reykjavík but in Akureyri and beyond. “Check www.elskamagazine.com for the most current list of stockists, but honestly it’s sold in more shops than I even am aware of! And of course you can subscribe to a year of Elska – the annual deluxe subscription includes all the Elska Ekstras. Plus more bonuses.”

But Liam reassures us that their stories/photos will be available to subscribers online. “Yes. Aside from the main printed mag, we also make downloadable e-zines called Elska Ekstra (each ranging from 40 to 80 pages) that feature extra pics and stories that didn’t make it into the mag, each one focused on a particular Elska boy. These are available separately or included free with the deluxe annual subscription. For the Reykjavík issue, there are six accompanying Elska Ekstras, two of which are dedicated to guys who got cut.”

And he says that the stories are really superb this time. “One is called “Lítill ljóshærður stelpustrákur” (e. Little blonde girlie-boy). It made me think of the way that many gay men today privilege the “straight acting” gay in the same way that jocks bullied the feminine boys in high school. The story is a rare show of girlie-boy pride and I’m so happy to publish something like that in Elska.”

When we first interviewed you in September last year, you said it would be a dream to do an issue dedicated to Iceland. And now you’ve already achieved your goal.

“Yes, I’m also a little sad about that, because doing issue in Iceland seemed like a pipe dream and now it’s already been ticked off the list,” says Liam. “But who knows, maybe in a few years I can do Akureyri or something.”

In a few weeks the Elska team will be off to Lisbon to do the fourth issue. “It should be a very different looking follow-up to the Reykjavík issue, both the setting and the men. Then for Issue (05) it’s going to be another big change of scenery. I’m not going to reveal where it is yet, but it’s a city in Asia,” says Liam.
In a few weeks the Elska team will be off to Lisbon to do the fourth issue. “It should be a very different looking follow-up to the Reykjavík issue, both the setting and the men. Then for Issue (05) it’s going to be another big change of scenery. I’m not going to reveal where it is yet, but it’s a city in Asia,” says Liam. All photos by Liam Campbell. More info at elskamagazine.com

Á. Óskarsson
Á. Óskarsson

Á. Óskarsson offers a variety of products and services to sports centers, swimming pools, schools, kindergartens, and the general public. The company specializes in sport-related products, activity-focused games, and a wide range of solutions for sports facilities.

Á. Óskarsson has been involved in numerous big projects related to building sports facilities and has made it their benchmark to offer good quality products and equipment since the company was founded.

See links to social media in the upper left-hand corner

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Á. Óskarsson selur fjölbreytt vöruúrval fyrir íþróttahús, sundlaugar, skóla og leikskóla og einnig ýmsar vörur til einkaafnota. Fyrirtækið selur vörur til íþróttaiðkunnar og leikja ásamt því að bjóða upp á ýmsar lausnir fyrir íþróttamannvirki.

Á. Óskarsson hefur komið að fjölda stórra verkefna við byggingu íþróttamannvirkja og hefur frá stofnun kappkostað að bjóða vandaðar og endingargóðar vörur.

Tenglar á samfélagsmiðla eru í efra horninu vinstra megin.

Webpage/vefsetur

Blush

    Blush was founded in 2011 when it started selling high quality sex products. The goal from the beginning was to change the market and take the discussion about sex products to a higher level. Today Blush provides professional services in a pleasant environment that fulfills different needs, both for individuals and couples. Blush respects diversity and wants to set a good example in all of its messaging to target audiences. Sexual health and equality in sex is important and Blush wants to focus on those issues through education and open discussion. Blush works in a socially responsible manner for society, their customers and the environment.

    Check out Blush’s website: https://blush.is/

    Omnom Chocolate
    - award-winning chocolate maker

      Omnom Chocolate is an Icelandic craft chocolate company based in Reykjavík. We produce handcrafted chocolate from organic cacao beans sourced ethically and sustainably. We’ve developed direct relationships to create premium chocolate with fine flavor cacao beans.

      Our creative flavors are carefully crafted by meticulous chocolate makers. The cacao beans are roasted, winnowed, ground, and refined into melty-smooth chocolate.

      Omnom’s process is one of constant exploration, invention, and experimentation. If it doesn’t please us, if something isn’t absolutely delicious, there’s no reason to be doing it. So, we always start with our taste buds and follow our instincts. Our team searches for the finest ingredients in the world and new ways to improve chocolate. This obsession with knowing where our ingredients come from has led us around the corner to dairy farms in the Icelandic countryside and all the way to rainforest cacao farms of Nicaragua.

      In only a few short years, we’ve grown from our 50 sq. m. petrol station space and become an award-winning chocolate maker. Now, with our headquarters in 101 Reykjavík, our chocolate is sent out around Iceland and all over the world.

      At the end of the day, our goal is to make chocolate.

       

      Nasdaq

         

        Nasdaq (Nasdaq: NDAQ) is a global technology company serving the capital markets and other industries. Our diverse offering of data, analytics, software and services enables clients to optimize and execute their business vision with confidence.

        With over 4,300 employees in 39 offices around the world, at Nasdaq we all contribute to the success of the company and its culture, and each one of us has the ability to make a difference. When it comes to our core mission and values, we embrace the role of Diversity, Inclusion and Belonging (DIB) as a fundamental driver of our corporate growth, workplace culture and market development. We strive to create a culture that embraces the power of different perspectives—a culture where people’s unique backgrounds and different experiences helps us fuel innovation and support our clients around the world.

        Our unique position at the center of the capital markets allows us to see firsthand how these values have redefined corporate culture and success, deepening and accelerating our own commitment to champion inclusive growth and prosperity, as we strive to create more equitable opportunities to help people of all backgrounds reach their full potential. Most notably, we published our diversity statistics for the first time in 2020. These metrics serve as a quantitative assessment of where we are today and help determine what strategies we need to adopt to enhance diversity in the workplace. We recognize that we have much work to do, but we are steadfast in our commitment to creating a diverse and inclusive culture—one that reflects the communities in which we live, allows all employees to be their true, authentic selves and fosters individual growth and achievement.

        As we move forward together, we will continue advancing diverse ideas and perspectives that help fulfill the promise of a more inclusive and prosperous world. We aim to set the pace for rethinking capital markets and economies anywhere and everywhere. To learn more about the company, technology solutions and career opportunities, visit us on LinkedIn, on Twitter @Nasdaq, or at www.nasdaq.com.

        Blue Lagoon
        - One of the 25 Wonders of the World

        Named by National Geographic as one of the 25 Wonders of the World, the Blue Lagoon is a shimmering expanse of warmth, relaxation, and rejuvenation. Its unique geothermal seawater
        comes from 2.000 meters within the earth where seawater and freshwater converge in a tectonic realm of porous lava and searing heat. Propelled by extreme pressure, the water ascends to the earth’s surface, emerging enriched with silica, algae, and minerals—the elements that endow Blue Lagoon geothermal seawater with its radiant, healing properties.

        From its humble beginnings in the shadows of a geothermal power plant, Blue Lagoon has evolved into a world of wonder, now encompassing two hotels, three restaurants, three
        geothermal lagoons, a subterranean spa, a renowned line of skin care, a thriving research center, and a wealth of spa and refreshment facilities.

        Achieving harmony with the volcanic landscape, the lagoon and its surrounding architecture embody the unification of the man-made and the natural, and adhere to the highest principles of sustainability.

        The Blue Lagoon. A wonder of the world. A world of wonder.

        Landsbankinn
        - leading financial institution
        Landsbankinn

        Landsbankinn is a leading Icelandic financial institution. It offers a full range of financial services and is the market leader in the Icelandic financial service sector with the largest branch network.

        The present bank was established on 7 October 2008 but the history of its predecessor dates back to 1886. The bank is owned by the National Treasury of Iceland, which holds 98.2% of its share capital, and other shareholders who own 1.8%.

        Landsbankinn’s strategy is to provide comprehensive financial services that meet customer’s needs. It emphasizes providing exemplary service to customers, developing e-banking for their convenience, increasing the efficiency of support functions, modernizing its technology and ensuring effective utilization of its balance sheet.

        The bank’s vision is to be exemplary and its role is to be a trusted financial partner.

        Special emphasis is placed on promoting a performance-oriented culture in the bank. To follow up on the implementation of this strategy, the bank has defined key goals which are measured regularly to determine progress. These goals include, for example, customer satisfaction and loyalty, profitability, cost efficiency and the correlation between risk appetite and employee satisfaction.

        Landsbankinn wishes to lead the development of a sustainable society in Iceland by integrating economic, social and environmental concerns in its operations. The Bank aims to ensure that both its owners and society at large benefit from its activities.

        It intends to achieve this aim by building solid infrastructure and a strong team of 1.100 employees, by listening to its customers and by respecting and encouraging its employees to actively participate in their community. Landsbankinn was a founding member of Festa, a Centre for Corporate Social Responsibility, and is a member of the UN Global Compact.

        Landsbankinn has been a proud sponsor of the Reykjavik Pride since it was first celebrated in Iceland.

        Dohop
        - get inspired
        Dohop

        Dohop allows people to find the cheapest flights available with just one click. Founded in Reykjavik in 2004, it is the only Icelandic company of its kind and quickly became the go-to tool for finding cheap flights among the locals. Dohop finds the best deals among hundreds of different airlines and online travel agencies, to make sure that the user is getting the cheapest price. Dohop also offers hotel and car rental search engines, so users can make all of their travel bookings from a single website.

        Dohop‘s specialty is finding so-called “self-connect” flight options, which can save travelers money by booking a ticket through two or more different airlines. The ability to look for these self-connect option is what sets Dohop apart from its competition, as it can save people hundreds of dollars on certain routes.

        More recently, Dohop has developed a unique product called Dohop Go!, which allows users to check for the cheapest available flights from their home airport. This tool is perfect for those who are looking for travel inspiration but are not willing to overpay for their flight ticket. Dohop Go! is now available in the Dohop Flights App, both for Android and iOS, along with its traditional flight, hotel, and car search engines. “

        VSÓ Ráðgjöf

           

          VSÓ Ráðgjöf er alhliða ráðgjafar- og verkfræðifyrirtæki sem leggur áherslu á trausta og faglega þjónustu sem tryggir viðskiptavinum hagkvæmustu lausnir hverju sinni, skilar raunverulegum árangri og stuðlar að samkeppnisforskoti.  Á skrifstofum VSÓ í Reykjavík og í Noregi starfar yfir 80 manna samhentur hópur verkfræðinga og annarra tæknimenntaðra starfsmanna.

          Macland
          - for all your Apple needs
          Macland

          From starting out as a proper startup with only a good idea and the need to change things, to becoming an established company with 6 employees. Starting from scratch and expanding organically has allowed us to love our expansion and take our customers on the ride with us.

          Macland is located at Laugavegur 23 (101, Downtown Reykjavik)
          For all your Apple needs. We are here.

          Ísey skyr
          - once tasted never forgotten

          Our Story
          Once upon a time, 1,100 years ago in fact, Nordic settlers began arriving in Iceland. They brought with them the skills and knowledge for producing skyr. As time passed, the know-how and recipe for this nutritious food slowly faded out elsewhere in the Nordic region. Luckily, the Icelandic skyr-making tradition continued.

          For centuries, Icelandic skyr formed a cornerstone of the national diet, helping to keep people strong in living conditions that were often harsh. On family farms countrywide, it was the women who nurtured this dairy and passing on both the recipe and the original Icelandic skyr cultures from mother to daughter.

          Ísey skyr builds on this remarkable legacy. It was some of those very same women, the recipients of their mothers’ expertise, who, around 90 years ago, taught Icelandic dairy scientists the art of skyr-making. The production process is more high-tech these days, and the quality standards more rigorous. However, the basic recipe and the use of original cultures to ferment the skimmed milk remain the same. Protein rich, fat-free, creamy and delicious – Ísey skyr is as relevant to consumers now as it was all those centuries ago.
          This is our secret and you are in on it

          You can read more about Ísey skyr on our website.

          Contact Us


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