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Iceland Around The Corner

Updated: Mar 22


Kit and Caboodle were approached by Fleishman Hillard, global PR agency, to deliver a unique, first of its kind event for Icelandair. Tasked with delivering a ‘taste of Iceland’ in central London, promoting the destination that is #justaroundthecorner. We were responsible for the design and execution of this immersive experience, taking blank canvas space, The Vinyl Factory, to curate a unique storytelling experience for Icelandair. Providing the opportunity to see the Blue Lagoon's ethereal nature, the icy wonders, the surprising landscapes and the unique airwaves that stem from the land of fire and ice. From navigating your way through a glacier to relaxing in a geothermal spa or sampling the ever-growing foodie scene, it was an adventure for all ages that was just around the corner.


We wanted to present an unforgettable, immersive experience highlighting all that is unique to Iceland, compelling people to visit this incredible destination. We needed to bring Icelandair to the forefront of people’s minds through a positive experience with educational elements. The experience offered fantastic opportunities for impressive partnerships that enhanced consumer awareness.


Iceland Around The Corner was a free multi-room experience that allowed guests to see Iceland through Icelandair and some of their key brand partners: Visit Iceland, Blue Lagoon and 66°North, inviting you to appreciate the unusual and exciting landscapes of Iceland. Enabling the growth of Icelandair’s brand in terms of PR, it offered an emotional connection through powerful, playful and memorable moments within the experience. Guests began their journey at the Check In desk, customers had their digital tickets checked and were presented with a printed boarding pass before they embarked on their experience.

The Land zone incorporated the Blue Lagoon with it’s picturesque water features as guests were invited to step down into an illusion of the geothermal seawater. The vibrant blue water, edged with black volcanic rock and steam emanating from within, recreated the effect of gazing across the landscape of the 63rd parallel. And a mirrored wall gave reflections, recreating the seemingly endless vistas across the Blue Lagoon.

The Ice Experience was an installation that blended images and light to create an immersive environment. Scenic Icelandic photos were manipulated to create mesmerising effects referencing the Icelandic environment. Brand Ambassadors presented guests with 66 North apparel to prepare them for the elements before they entered.

Guests were then invited to the Air Zone where they could immerse themselves into the exciting spirit of Iceland - Using colour and sound combined to create an exciting and enchanting zone. This was a deep immersion space filled with visual effects and breathtaking content that would transport guests to the Mid-Atlantic. Guests were presented with headphones to explore this space creating a sensory journey through light and sound.

Culminating in a premium Hospitality space that allowed guests to discover more through key moments of interaction. This area offered an opportunity for all partners to showcase their brand and we even included surprise Icelandic entertainment and performances! We hosted Icelandic yoga session which included elements of yoga nidra, a sound bath with crystal alchemy singing bowls, and peaceful elements of Blue Lagoon Iceland. Guests left feeling relaxed and focused for the remainder of the day! We even hosted an informal multi-height seating area with reactive lighting, the seating led guests towards a projection screen where partner content was displayed partnered with wireless headphones for viewing..

  • 3000 + Bookings

  • Combined reach of media promotion: 1.3 Billion +

  • 430 + pieces of coverage

  • 250,000 Engaged Londoners targeted with Timeout

  • 100 Media and Influencers

  • 35,000 Engagements with Influencer Content

  • 300,000 Video Views with Influencer Content

  • 150 Million Reach: Press Release

  • 22 Million Reach: Listing and Event Reviews

“Kit and Caboodle’s creative vision and execution allowed us to deliver this first of its kind experience in a way that we didn’t know possible. The team were responsive and engaged throughout the development of the experience and there was complete flexibility in how they approached our event, whilst representing our brand in the best possible way for all of our stakeholders and event partners. The team felt like an extension to ours, and we miss our weekly calls! Icelandair Around The Corner was a huge success, delivered with pure energy and excitement - Onto the next one! " - GÍSLI S. BRYNJÓLFSSON, MARKETING DIRECTOR

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