Downtown Reykjavik has never been short of artistic and interesting concept stores and lately we have been developing a keen eye towards one of its most recent addition, Kvartýra №49. The artistic couple behind the concept store are Natalia Sushchenko and Árni Guðjónsson.
The duo is not unfamiliar with the fashion and music scene around Europe. Natalia is an educated fashion designer and the owner of the label SUSHCHENKO. Árni Guðjónsson, who Icelanders might recognize from his part in the band Of Monsters And Men, has a video background in music in Iceland and abroad.
With their different visions, fields of profession and cultural backgrounds, they have both put their own touches to bring the store to life. There you can get your hands on products from small, independent brands as well as more established labels from around the world. Their goal is to bring originality in clothing to customers, which are unavailable elsewhere in Iceland. They are proud to represent some Ukrainian and Russian brands that can not be found outside of the respective countries. The rest of the brands come from all over Europe, including France, UK, Croatia, Hungary, Iceland and Spain.
You could say that Kvartýra is a business that is run completely by the hard working couple, with help from family members. While Natalia takes care of graphic design, photography, merchandise and marketing, Árni puts his focus on the finances, while also being more hands-on. They have together teamed up with family members to figure out the perfect balance between a modern, bright art gallery with their own personal touches, which come in the form of used metal racks that have been made by hand by Árni and his 90 year old grandfather.
Their creative focus has not been entirely limited to fashion though. The store also includes a café, where you can enjoy sipping on a coffee while browsing their products. Or furthermore, while enjoying live concerts that are to be organized in the store on a regular basis. So, the three main elements are; fashion, coffee and live music. We encourage you to drop in at Kvartýra – If not for the clothing or the music, then for their delicious coffee and beautiful space. Their yellow colour scheme is intended to make up for the lack of sun in the city at this time of the year, which will surely brighten up your day during the short days of mid-winter.
See more of what Kvartýra has to offer on their Instagram, and do not forget to take a listen to their monthly podcast!
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Tags: concept store, fashion, Kvartýra, reykjavik
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