A story of queer life in Reykjavik and Berlin

Norms Web Series Premiers at Reykjavik Feminist Film Festival.

Premiering Thursday, January 14th at the Reykjavik Feminist Film Festival, is Norms, a queer web series starring Marta Sveinbjörnsdóttir as Sara, a 29-year-old Icelandic woman who’s flawed yet lovable personality gets her into trouble. An edgy mix of comedy and drama, Norms aims to show what life for queer women in Iceland and Germany is like outside of the confines of stereotype.
Filmed half in Iceland and half in Germany, the series follows “self-destructive and impulsive Sara who runs away from her life in Reykjavik when her lies finally catch up to her, dramatically ending her troubled relationship and unfulfilling career. But her escape to Berlin, the city of lost souls, is not without its problems. As she struggles to redefine herself in her new home, it becomes clear she might have left her heart back in Iceland.” Developing characters quickly, the web series invites viewers in to a friend circle that you’ll certainly feel at home around.
GayIceland got an early look at Norms prior to its premier and sat down with Sólveig Johnsen, who wrote the screenplay for Norms, to chat about the series.

You mentioned that Norms challenges stereotypes by normalizing rather than idealizing them. What stereotypes in particular?
Sólveig: “The characters in Norms that are queer or belong to other marginalized groups are not there to represent a certain group by addressing issues, they are simply portrayed as regular people living their own, unique lives. They are regular parts of the world in the story – friends and lovers. In addition we wanted to challenge ideas about what a “normal” Icelandic 29-year-old woman should be, what she should look like, how she should be as a mother etc.”

How did the connection between Reykjavik and Berlin come about?
Sólveig: “The group behind the series has members living in both cities and part of our reason for forming the Lost Shoe Collective was to collaborate on projects transnationally. In 2018 we released the documentary Artist Run, which revolves around artist-run galleries in Reykjavík and Berlin and we really enjoyed the process of filming in these two interesting cities. Many young people from Iceland go to Berlin to live or study, so it came naturally to us to have the web series happen in both places.”

Was the series born before covid or filmed with covid restrictions? Did it make it more challenging?
Sólveig: “We shot the series in the fall of 2019 so we were lucky to be done with filming before Covid hit us. But it certainly slowed down the post-production process and we have had to do everything online, of course. In March last year we actually met in Berlin, all of us, to have a post-production session together, but only managed to have one dinner together before everyone had to jump on the next possible flight home! This was at the exact time that they were restricting all flights, so we were lucky to be able to get home safely.”

From Norms.

Tell us more about Júlía Margrét Einarsdóttir, the Lost Shoe Collective, and others that worked on the project.
Sólveig: “The Lost Shoe Collective has been collaborating since 2017 as an informal creative group, but very recently we founded a company around it. So now we are a very real production company! The group includes 12 members currently, many of them part of the original crew that made our first project Artist Run. We all have different backgrounds and talents, from journalists and researchers to designers, filmmakers and writers. We are all in this together to make great projects and have fun while doing it. For me, this group is magic! Together we have accomplished things that usually are pretty impossible to do, such as filming our whole series in two weeks, in two countries.

“We didn’t realize it at first, but a very high percentage of the Lost Shoe Collective are queer women … For me, this is an important factor for a story like Norms, having queer women in the roles of director, screenwriter, main actress and more – this is our story to tell.”

Júlía joined the group to direct Norms and has now become a permanent part of the Lost Shoe Collective and the company. She is a writer and journalist and directing the series was a new kind of challenge for her, which she handled wonderfully! Then of course we were super lucky to find amazing actors in both Reykjavík and Berlin that truly made the characters come to life. And musicians Gaby DeSpain and Unnur Andrea Einarsdóttir were so kind to let us use their music for the series, which made a really big difference for us. All in all, Norms is a passion project that huge number of people have given their time and creativity to make happen.”

The poster from Norms.

How much of the cast and crew are members of the community themselves?
Sólveig: “Surprisingly many! We didn’t realize it at first, but a very high percentage of the Lost Shoe Collective are queer women. It’s a wonderful coincidence! (or maybe not a coincidence at all…?). For me, this is an important factor for a story like Norms, having queer women in the roles of director, screenwriter, main actress and more – this is our story to tell. At least a few of our actors and extras belong to the queer community as well, but I’m not sure exactly how many.”

The series was partly funded by the City of Reykjavik? How did the collaboration come about?
Sólveig: “We applied for and received a cultural grant in 2020 from the City of Reykjavík, to finish our post-production. That was very helpful.”

How can a dildo have such an amazing story arch?
Sólveig: “The dildo is obviously the main character, right? I think the idea of the dildo being a sort of “red thread” through the story started as a joke … but I feel that it adds a layer of ridiculousness to the drama, reminding us not to take life too seriously.”

Norms, which was funded by Erasmus+ and The City of Reykjavik, is produced by exciting new Icelandic filmmaking company Lost Shoe Collective whose other major projects include Artist Run, a documentary profiling independent artists and galleries in Reykjavik and Berlin. After its premiere at the RVK Feminist Film Festival, Norms will be released on Youtube. For information and updates follow Norms on Facebook and Instagram. Watch the trailer here:


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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


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.



    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: 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.

        - 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. “

        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.

          - 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.

          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

          Thank You. We will contact you as soon as possible.