Icelandic actress Heiða Rún Sigurðardóttir, better known as Heida Reed, will be starring in the new Icelandic TV crime-series Stella Blómkvist which will premier in Sjónvarp Símans (Iceland Telecom’s TV) tonight, Friday November 24th. Heiða is well-known for her role as Elizabeth Warleggan in the hugely popular BBC-series Poldark but this is her first time as the lead in TV-series. Playing the sassy detective Stella was a treat for her, she says, and she wishes that she was more like her character in some aspects.

Heida Reed was born on May 22, 1988 in Reykjavik, Iceland as Heiða Rún Sigurðardóttir. She is an actress, known for One Day (2011), True Bloodthirst (2012), Poldark (2015-) and now the brand new TV-series Stella Blómkvist.

Heiða has been living in London for 11 years where she is now working on the fourth series of Poldark but London is only a phone call away and we called her to ask about Stella Blómkvist and her experience filming the series. The first question was how it came about that she got this coveted part.
“The guys at Saga Film contacted me two years ago and I auditioned for the part, but it took more than a year for them to decide to let me play it,” she says laughing. “I was excited about working on an icelandic tv-series and besides I have never played the lead in a series before so the decision to take the part was really easy.”

The series are built on a well-known book franchise in Iceland but Heiða admits that although she knew the name Stella Blómkvist she had never read any of the books.
“But after I got the part I read them and really liked this character. Stella is such a badass, she never gives in to anyone and I felt it would be a challenge to play her.”

“… she has a love affair with a woman in the series .. In many ways it was much easier than doing love scenes with a guy. They sometimes get too excited sexually and it’s hard for a man to conceal that. It can be a bit disturbing at times.”

Do you identify with her in any way, are you two alike?
“Not really. But I recognise a bit of myself in her though. Mostly in things that I don’t even want to admit to myself,” Heiða says and laughs again. “But in other ways I wish I were more like her. She is really formidable in many ways.”

In the books Stella is bisexual, did they keep that aspect of her character in the series?
“I didn’t want to put any label on her. She does not have much emotional intelligence and does not define herself. Mostly she is governed by her impulses; if she wants something she takes it without thinking about the consequences. But, yes, she has a love affair with a woman in the series.”

Was it hard doing love scenes with another woman?
“No, not at all. In many ways it was much easier than doing love scenes with a guy. They sometimes get too excited sexually and it’s hard for a man to conceal that. It can be a bit disturbing at times. With Sara Dögg, who plays Stella’s love interest, it was really easy. We were on the same page and understood perfectly what the other one was thinking. I think these were the easiest love scenes I have ever done.”

The series are built on a well-known book franchise in Iceland.

The books are written under a pseudonym and very few people know the identity of the writer, did you get to know his real name?
“No, I have no idea who wrote the stories and I think I would not want to know. The guys who are producing the series know his identity, but they did not tell us. I’m pretty sure it’s a man though, Stella is very masculine in many ways in the books but the writers of the script toned that down a bit.”

You are used to working on big sets with lots of crew from BBC, how was it different to work with the icelandic team?
“It was more intimate, we were a bit like a family, much more relaxed and more of a team work. I acted in the Icelandic series Lava Field a few years back and have always wanted to work more in Iceland. It’s great getting to act in your own language and as there are so few of us in Iceland everybody in the industry knows everybody else and the atmosphere on set is great. I really like that.”

“I have not seen the whole series yet. I decided to see them at the same time as everyone else … I’m really looking forward to it. I think it is different from anything that has been done on Icelandic TV …”

Your most famous role to date is Elizabeth in the Poldark series. Are there any similarities between her and Stella?
“No, they are really different characters. Elizabeth is very proper, always trying to do the right things and not upset anybody but Stella does not give a damn what anyone thinks of her. She just does as she pleases. I don’t think you could find more different characters. But that was part of the challenge of playing Stella; she is so unique.”

Heiða is currently working on the fourth series of Poldark, where she plays Elisabeth Warleggan. Still from the TV-series.

The series will be released today,Friday, but I’m assuming you have seen them already, what can we expect?
“No! I have not seen the whole series yet. I decided to see them at the same time as everyone else,” Heiða says. “I’ve seen a lot of the material, of course, but not as a whole and not in the right order. I’m really looking forward to it. I think it is different from anything that has been done on Icelandic TV and I really hope people like it.”

Heiða is currently working on the fourth series of Poldark but asked what she will do when that finishes she gets really mysterious.
“I’m not ready to expose that yet,” she says. “But there are gonna be some major changes in my life in the near future. You just have to wait and see.”

Heiða got engaged to her american boyfriend Simon Ritzenberg in July. He is a movie producer so one has to wonder if these changes she mentions mean that she will be moving to Hollywood and acting there, but she is adamant that she is not ready to discuss her future.
“Good guess,” she says with that infecting laughter in her voice. “But I’m not telling you what my plans are. Can we focus on Stella Blómkvist for now?”

That we can do. And we will all be tuning in to Sjónvarp Símans Friday night, that’s for sure.

The Hamburger Factory
- gourmet burgers

Ok. You’re in Iceland. Most likely for the first time.

You will probably bathe in the Blue Lagoon and take a road trip to Gullfoss and
Geysir. That’s all well and good. But neither Geysir’s nor waterfalls are
something you eat. That’s why we have 15 brilliant and creative hamburgers at
The Hamburger Factory. And they are all perfectly square. Don’t miss out on
Iceland’s most beloved hamburgers.

The Hamburger Factory is Iceland’s most innovative gourmet burger chain.
Packed with burger-craving customers since it’s opening in 2010, among the
regulars is Iceland’s best known fisherman, Eric Clapton. In our restaurants we
welcome tourists with our newspaper like menu and smiley service. They are
packed with fun items and memorable connections to Icelandic pop culture.


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.


    Alfred’s Apartments
    - gay owned an operated

      Alfred’s Apartments and Alfred’s Studios is a gay operated and owned accommodation in the heart of Reykjavik.

      Alfred’s Apartments offers spacious apartments at a good price located just around the corner from Laugavegur shopping street. You can choose the apartment starting from a Small Studio for 2 persons to a large One-bedroom Apartment with balcony for 5 persons.

      Their staff will ensure your comfort during the stay and provide the most updated information about the city, gay and night life in Reykjavik.

      Each apartment has a private bathroom with a shower, fully equipped kitchen and free Wi-Fi. Guests can buy groceries at the local grocery store 50 meters from the apartments. Because of their very central location, numerous shops, restaurants and cafés are available in the surrounding area. The Church of Hallgrimur is located 350 m from the apartments, a tourist agency is just 50 m away and the nearest gay bar is less than 5 minutes walking distance.

      Laekur hostel
      In the hostel we have dorms for 4-8 persons with shared kitchen and bathroom facilities. The rooms are furnished with free internet, lockers, and a USB charger by each bed. The beds have linen provided and you can rent a towel in the cafe on the ground floor for 5 EUR.

      All the dorms are mixed with both genders. You can also book a whole room with 4-8 bunker beds.

      Blue Lagoon
      - a world of wonder

      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 2000 meters within the earth where sea and fresh water converge in a tectonic frontier 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 a hotel, a restaurant, a luxury lounge, a renowned line of skin care, a research center, in-water massage, and a wealth of spa and refreshment facilities.

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

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

      Whales of Iceland
      - larger than life

      Whales of Iceland is the largest whale exhibition in Europe (and perhaps even the world), where guests can learn about the giants of the sea in a calm and modern environment. The permanent exhibition features whales like guests have never seen them before. It is truly a giant experience.

      - leading financial institution

      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.

      - get inspired

      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. “

      - for all your Apple needs

      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.

      Aurora Reykjavik
      - northern lights center

        Aurora Reykjavik is a Northern Lights Center situated in downtown Reykjavík at the Old Harbor next to Icelandair Hotel Marina and Vikin Maritime Museum.

        Aurora Reykjavík is Iceland’s first educational and recreational Northern Lights Center where multimedia is used to explain when, why and how the Northern Lights work, with the highlights being large HD projection of the Aurora’s. We also share myths and legends about what our ancestor thought about those mystical lights.

        The Northern Lights Center is for all ages. Children are our favorite guests and we created the exhibition in a way that children can have a look freely and parents don’t have to worry about things being broken.

        Aurora Reykjavik offers a great selection of souvenirs that are designed and made by Icelanders along with nice little coffee corner, where you can enjoy free coffee and tea while browsing through the souvenirs or just planning your next step.

        Contact Aurora

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        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.

        - noodle bar

        Núðluskálin is a small gay owned and operated fusion noodle bar.

        All of our courses are individually made from fresh ingredients and therefore highly customisable.
        We offer fully Vegan versions of all courses.
        Though originally a take-away we now seat over 30 people.

        Núðluskálin is located right in the heart of Reykjavík on Skólavörðustígur 8 (street leading up to the big Church) near the junction with Laugavegur (main street).

        - adventure cruise

        Ferry Baldur – the gate to the West fjords
        and VikingSushi Adventure – Bird & Nature watching Tour for everyone all year around

        The “VikingSushi Adventure” is the right boat tour for travelers who are adventurous and want to experience something new – close up to the nature seafood simply doesn’t come fresher than this! The archipelago area of the Breidafjordur Bay always surprises her visitors during winter or summer with spectacular sights. Where else you get to try delicious fresh scallops and sea urchin roe straight from the ocean served with soy sauce, wasabi and ginger.


        This old volcanic area, characterized by the typical basalt formations of the islands, is the home of countless birds. Here you will also find the strongest currents in Iceland. The VikingSushi Tour takes roughly two hours and our captain is also the tour guide.


        The VikingSushi Tour is a true adventure through incredible nature which should not be missed by any traveler to West Iceland.

        Birds, possible to spot:
        -puffins (from the middle of April until the middle of August)
        -eider ducks
        -white-tailed eagle

        The car ferry Baldur is the bridge to the West fjords via the island Flatey
        Ferry Baldur crosses Breidafjordur Bay daily from Stykkisholmur on the Snæfellsnes peninsula to Brjanslaekur in the north. A ferry ride considerably shortens the route between the south and mid-west of the country and the West Fjords region. It also gives you the opportunity to experience a floating restaurant.

        Take a stopover at the charming island Flatey when you are crossing the bay or go to a day tour to Flatey and back to Stykkishólmur. At Flatey are no cars allowed and between the houses of the 18th century you get the feeling of a journey back in time.

        Contact Us

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