Hlemmur Mathöll
Identity and branding for Hlemmur Mathöll, Iceland’s first food hall - created at Jónsson & Le’macks along with Iona Sjöfn Huntington-Williams.
Hlemmur is a bus station rooted deeply in the history of Reykjavík, having long been a place with a rather unsavory reputation linked to homelessness, drugs and troubled youth but it went through a dramatic transformation when it changed from only a bus stop to also being a food hall. The identity is crafted with respect for the past and the diversity of the people that flow through this historic building - Hlemmur is a bridge between different worlds.