“It’s like watching paint dry” – Icelandic Drag Community Opens the Library on RuPaul

Headed into its 13th season and 2nd season in the UK, fans are asking the question: is RuPaul’s Drag Race overrated?
Premiering yesterday, January 1st, 2021, the Emmy award-winning reality TV show RuPaul’s Drag Race will kick off its 13th season. Two weeks later on the 14th of January, the UK will have its second season filled with new queens from across the pond. Season 3 of UK is already in the pipeline, and the show is taking over Spain come 2021. Among all the excitement for these new seasons, the fandom globally and locally has been debating the show’s relevance in pop culture.

Inside the Icelandic Facebook group for anyone doing drag in Iceland (Ísland í Drag) the chat turned a bit sour when various members said they weren’t excited for the new seasons at all. Hjálmar Forni Sveinbjörnsson Poulsen, aka drag queen Gloria Hole, started the post with “is it just me or is anyone else just 0% excited about more Drag Race? Is it covid fatigue or has it just become sterile and boring?” Drag queen Heklina was the first to jump in: “No it’s not just you. Make it go away.”

Sadly, this is true for more than just a few fans in Iceland, who after years of following the main seasons, All-Stars, Drag U, and every Untucked episode, are checking out. Covid-19 doesn’t help the situation. With clubs and bars closed indefinitely, drag queens worldwide are working their wigs off trying to create new revenue streams, keep their creativity alive, and host live shows online to make ends meet. Most of our drag content for the past year has been through a screen, not in a sweaty night club. After an entire year away from stages and crowds, we’ve binged all the drag content we can find and we’re kinda over it.

For most performers, RuPaul’s Drag Race has been a long term blessing. RuPaul opened drag up to the world and made it “mainstream.” In a way, Ru is now a modern household name. There’s no doubting the star power both he as a drag performer and the show itself have. After gracing the pages of Vogue, Ru opened doors for other queens in show biz. Yet, something is still a bit off. Much of the drag out in the world is expressed beyond the well known tongue popping of Alyssa Edwards. Drag has been around for decades, nay centuries after all. It’s constantly evolving as an artform and mode of expression.

Sigurður Starr Guðjónssón, aka GóGó Starr, mentioned in an interview with Reykjavik Grapevine that their:“drag is still evolving though even if I am not performing often but at this point, I cannot wait for something to happen.” Until clubs and bars open again, performers will be adapting and painting for the camera, not the back of the theater. Yet, the camera and online shows lend themselves to the kind of entertainment we’re used to virtually: death drops, runways, and tongue popping. Is drag itself just becoming what we see on Drag Race? Or is there more to the artform that most viewers haven’t investigated?

Drag queens Sherry Vine and Jackie Beat both know there’s more to drag than one reality TV series. They’ve been donning wigs and heels for years as successful drag queens outside of the drag race fandom. When asked about the show and its impact on drag Jackie Beat responded with “I guess my only concern is that I haven’t ever watched the show…” Sherry Vine agrees: “I really don’t have opinions on this. I didn’t watch last season except for a few episodes and I will watch the next one only because I have a few friends on it. If you want to talk about drag in other countries outside of Drag Race, I’m in. Or we can talk about how Jackie and I, after 30 years and not ever being on Drag Race are still relevant and working – great.”

That’s just the thing; drag has existed for millenia beyond Ru’s influence. Greek, Norse, Hindu, and Native folklore all include mentions of cross dressing, gender bending, and non-binary identies. Theater culture is heavily intertwined with drag culture and notable drag queens have been popping up throughout history. The first documented and self proclaimed drag queen was a former slave throwing drag-ball-style parties that were so loud and debaucherous he was convicted and sentenced to 10 months in jail.

RuPaul’s Drag Race is however increasing drag’s presence in mainstream culture. Jackie Beat and Sherry Vine were just competing on the ABC’s reboot of Supermarket Sweep. In a rave review, Joshuah Craig tweeted “@SuperSweepABC is getting gayer and gayer every week, and I’m here for it.” Another supporter of the community said: “Who doesn’t love #DragQueens?” But is this exposure what traditional drag queens hoped for? In a 2019 interview with GayIceland for their performance in Reykjavik, Jackie said: “[RPDR is] a double-edged sword. It has made [drag] more popular, but at what expense? I think it’s great that now everybody is enjoying drag, but it was more fun when it was a little more underground.”

Then you have Bob the Drag Queen, Shangela, and Eureka on HBO with their series We’re Here which has already been renewed for a second season. There’s no doubt that RuPaul and the empire he’s built through the show are taking over the entertainment world. One of India’s most well known performers Maya the Drag Queen said she was inspired by queens like Bianca del Rio and RuPaul.

Some fans of RPDR are in it for the long haul and support the show a great deal. Online, Logi Garpur Berman Másson says: “I still love many of the drag queens in the show. And I really enjoy laughing at the fun meaningless drama that is created just for having drama in the episodes. I love it.” This drama is what drives the show after all. Curated moments from producers and editors, cut scenes full of back stabbing and double crossing, the drammmmmmaaa mamaaaaa. It’s what’s addictive about the show. Most of the memes shared in modern queer culture use queens from the show in their most expressive moments. Sprinkle in some funny dad jokes for the judges to say about each look on the runway and you have a pre-packaged ready made meal of drag to enjoy for TV dinner.

Eleven years into the Drag Race universe, viewers are getting a bit tired of the same microwave TV dinner. We know how each season will play out regardless of the “twists” and “surprises” Ru and the writers throw in. There will always be a photoshoot, a snatch game, a makeover challenge, a comedy roast or stand up episode, and a drag-on-a-dime challenge. The season is half written before it’s filmed. A queen with a background in pageantry will get into the top 5 and anyone who steps out of Ru’s strict definition of drag will be sent packing before episode 4. Boyish body shapes? Michelle Visage will have a tough time swallowing that look on the runway. Drag Kings, wait what are those?

A listener of Gayish Podcast, Kevin Hamilton, broke it down for us in simple terms:
“Like anything, RPDR is a mixed bag. On the positive side the show has:

1. Introduced dozens of performers to a national (or even worldwide) stage, giving them opportunities that they would have never had on their own.
2. Provides entertainment for those who like drag and/or the show.
3. Provided a window into the world of drag proving that it’s not all the pageant system. (I used to think that was ALL drag was myself).
4. Allowed an additional outlet for the community to become more mainstream and accepted.
5. Launched several of the queen’s own endeavors, using their exposure as a platform to simply get started.

On the other hand, there are some drawbacks:

1. The show’s producers definitely highlight drama. Yes, it makes for good TV; however, it artificially reinforces the stereotypes that all gays are all drama.
2. Some of the performers – I’d estimate less than 10% – get cocky, lazy and entitled. I remember seeing one performer in particular in Des Moines a couple of years after her season. She just sat on a chair. BORRRRING.
3. The show has historically been trans exclusionary. I find this 100%, no 200%, unacceptable.
4. The show has drawn criticism for racism. I don’t necessarily agree with all of the points that have been made; however, I fully agree that there is discussion merited.
5. Some of the winners are clearly the individual who would draw ratings for the show versus who’s the most talented. Can you say, “we want you for an all stars season?””

Ahhh, yes, trans queens. The elephant in the room Ru has well ignored. A thousand posts have been written about the show’s inability to properly acknowledge or support trans queens competing. In an article for media outlet Them.us, Samantha Riedel pointed out that Ru herself has said ““[women competing] changes the whole concept of what we’re doing” — and doubled down on Twitter by comparing trans drag queens to steroid-abusing professional athletes, before apologizing amid a wave of backlash.” Turns out the fandom and queer culture have moved beyond Ru’s definition of drag.

Criticism from all angles has come to the show from the time of Carmen Carrera and Stacy Layne Matthews to Gia Gunn and Peppermint. Earnestly, RuPaul’s Drag Race has done better with showcasing non-binary queens on the newer seasons of the show, however every time a gender-bending queen walks the runway their ridiculed for not being ‘enough of a man impersonating a woman, enough of a drag queen’.

Season 13 of RuPaul’s Drag Race is already attempting to address the show’s mishaps in the past. In the show’s 10 minute “Act 1” teaser for Season 13, a small but noticeable change was made to a phrase we’ve heard thousands of times. Instead of “Gentlemen, start your engines – and may the best woman – win” Ru says “Racers, start your engines – and may the best drag queen – win.” This change is no doubt due to the backlash the show has gotten over the years, but also comes this season specifically to welcome the show’s first trans man as a competitor.

Kade Gottlieb, better known as drag queen Gottmik, is the franchise’s first ever transgender man to compete, also making her the show’s first AFAB drag queen. In drag, Mik uses she/her pronouns but out of drag Kade uses he/him. Gottmik is not the first trans queen on the show, various queens have either transitioned following their time on Drag Race or came out as trans on the show. Peppermint was the only other contestant to enter the competition as an openly trans person and is also the only trans queen in the history of the show to make it to the top 4.

“After 13 seasons I need more “spice” I need drag kings, more trans representation that doesn’t get the villain stamp, some genderfuckery.”

Jónína Sveinsdóttir, a member of the Ísland í Drag group, says this little change to the show’s intro doesn’t discount the fact they’re still fumbling left and right with trans visibility. “I am not sure if I will enjoy this season. For the first time, a trans man is competing and I wish I could enjoy that but from experience RuPaul and the show just doesn’t treat trans people well. Also I felt underwhelmed watching the first 10 minutes already. After 13 seasons I need more “spice” I need drag kings, more trans representation that doesn’t get the villain stamp, some genderfuckery. I prefer Dragula way over Drag Race,” says Jónína.

Gottmik’s promotional photos for Season 13 also show how RPDR may be editing a trans queen’s appearance. Whether the show got consent from Gottmik to do this specific edit is unclear, but all the queens’ photos are touched up by the show in one way or another (i.e. makeup, hair). Social media platforms like Facebook and Instagram have also been known for blocking and censoring images of all kinds of trans bodies, targeting their appearances and identities in the process.

Drag queen Venus Envy thinks the show is making progress, despite its faults. On Twitter the queen sais “trans men are very underrepresented in drag and hopefully casting GottMik will show the audience that the drag industry is more diverse than the show has previously portrayed.” In essence, Venus Envy thinks we should give Ru and her team the chance to redeem themselves.

Then there’s the other huge elephant in the room, or should we say the fandom: racism. Earlier in 2020, the voice of the Black Lives Matter movement was amplified again, showcasing that major steps still need to be made in police, justice, and race throughout the US and the world. Protests from Paris to Reykjavik to Portland appeared and the conversation surrounding racism found its way into the drag world too. In a public service announcement from six RPDR queens, “a call to action for love, unity, compassion and making the show an example of how to be better allies” was proclaimed.

The queens featured – Heidi N Closet, Latrice Royal, Mayhem Miller, Widow Von’du, The Vixen, and Mariah Paris Balenciaga – all appear without makeup, wigs, gowns, or jewels. Their message is simple: we are people of color that exist outside of the drag world and face all the prejudice and injustices that people of color face everyday. That drag queen confidence doesn’t protect them from any of the hate. Most often they’re at risk as queer people of color and as queens. Despite the “mainstream” acceptance of drag in entertainment, the general public isn’t attending drag queen story hours or drag brunches. As with many other facets of queer culture the idea is tolerance, not acceptance.

In July of 2020, Season 11 queen Honey Davenport released a video on Instagram entitled “The Reality of Race in Drag sharing stories of racism from the drag fandom and white allies supporting the marginalized communities in drag. In the past, various queens of color from RPDR have received death threats and racial slurs from fans. The video makes it clear: “it’s very evident within the fandom that there’s this hierarchy of queens, and, of course, caucasians are at the top of that list. Queens of color come right at the bottom,” says Kahanna Montrese. The irony of course is that RuPaul herself is a queen of color and is getting caught up within the conversation for being complicit.

To many fans it looks like the show, or at least Ru, favors queens of color over white queens when they want to. Joey Nolfi, in a piece for Entertainment Weekly, said “Monet X Change connects that idea to the way social media digested her unprecedented tie with Trinity The Tuck, a white queen, back on All Stars 4. [Monet] mentions receiving racist memes and a deluge of criticism claiming the color of her skin was the only thing that won her the crown, though she finds “reassurance from friends, family, and from a lot of girls in the franchise” who’ve bolstered the notion that talent snatched the crown, not a ticked box on a tokenism checklist.” Asia O’Hara moderated a panel hosting various other queens of color all echoing this sentiment. For many of them winning, finding popularity, succeeding monetarily after the show is easier to do if your white.

“Is 13 seasons too many? No. I think the show can go on until RuPaul dies, retires, or is incapacitated (laughs).”

A few of the queens from the show and RuPaul himself just decided to leave social media entirely amidst backlash from fans left and right. In July of 2020, Ru dropped off the radar and deleted twitter and all posts on Instagram, for various reasons. Most speculate it was counteraction against Canada’s drag race, the harassment members of the show were getting online, or the massively unpopular fracking operation Ru runs on his Montana ranch. One thing is for sure, 2020 was the year of reckoning for RuPaul’s Drag Race. Like many other facets of life, it was a hard look in the mirror to see what the show is really about and the values it should have.

For a lot of fans, it’s still just all about Ru and always will be. She’s the Beyonce or Oprah of drag, and is irreplaceable. “Is 13 seasons too many? No. I think the show can go on until RuPaul dies, retires, or is incapacitated (laughs). I’m not an expert on drag, for me it’s not just about the drag itself. It’s about the cast and the entertainment value Ru has assembled around him, the special guests and the personalities like Ross Matthews, Michelle Visage, and Carson Kresley. I don’t think RPDR would be anything without Ru though. That’s why I didn’t bother watching Canada’s Drag Race or any of the other international shows. It’s a TV show, not a social experiment,” says Guðmundur Ólafsson, a fan from Hafnarfjörður.

Many viewers aren’t taking RPDR so seriously. Raminta Bieliūnaitė, a fan since 2018 says: “yes the show has changed a lot from Season 1, more than I expected, but I love the same themes they have every season, the fake drama. It’s America and its drag, it’s always interesting no matter what.” Sometimes reality TV doesn’t need to be picked apart and ridiculed; after all, we know we’re not signing up for anything more than some scripted drama and dancing, right?

At the end of the day, the show works at its best when we can escape to another world. One where fans can imagine transforming into a queen too. The show is no longer made by drag queens for drag queens, it’s for everyone on Netflix. “I haven’t watched the show for some time but I always find it fun and an escape from “normal” predictable life,” says Sandra Hrafnhildur Harðardótitr. At its core this is what drag does best. RuPaul’s tagline to most of the makeover guests on the show is that “drag doesn’t change who you are, it reveals who you are,” bringing out the inner self you wanted to be before society shaped you in the boxes of gender norms. In the drag universe you don’t have to wear a tie or a dress, you don’t have to be the breadwinner or the housewife. False lashes and stockings are for anyone who wants to wear them and Lady Gaga can inspire us all.

“I haven’t watched the show for some time but I always find it fun and an escape from “normal” predictable life.”

This escapism is what attracts viewers beyond the drama. Resoundingly the most common thing said about drag queens is there’s an aurora of confidence drag queens exude. We want to feel confident in our own skin and drag gives that ability to people with just a bit of makeup, a wig, and a Cher song. In a way, Drag Race is no different than other escapist fandoms like the Bachelorette or Game of Thrones. Whether it’s imagining ourselves falling in love with 20 hot single suitors or dressing up as Daenerys Stormborn to fulfill a fantasy, we all enjoy escaping reality. Part of our wish in watching content like RPDR is to remove ourselves from the wildfires, elections, and viruses and find community, confidence, and love.

So, where does this leave RuPaul’s Drag Race? What should the series do to improve, adapt, and modernize? Is it time for Ru to retire? According to Ísland í Drag member Omel Svavarss Manumbas, “they’re boring and so sterile and refined that it’s like watching paint dry. I have not watched the last 3-4 series. They used to have humor and that is no longer. I’m not talking about the ending, the episodes have become too PC for my taste.” What’s certain is the show will need to get all its fans back in 2021, reconcile it’s trouble with trans and black representation, and keep us interested. That is no small feat to accomplish.

Have opinions about the fandom, Ru, or drag in general? Comment below with what you want to see from RPDR in Season 13, All Stars 5, and Season 2 of UK Drag Race.

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.

Locations:

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.

      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.

        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.

        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.

        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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            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.

              Núðluskálin
              - noodle bar
              Núðluskálin

              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).

              Seatours
              - 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.

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              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.

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              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
              -shags
              -kittiwakes
              -fulmars
              -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.

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