66ºNorth Comes to The Big Smoke

“We chose the site on 100 Regent Street and 33A Glasshouse Street for two reasons,” says 66°North’s CEO Helgi Oskarsson. “Locals and tourists alike come here to be inspired, and the retail experience we’re building will contribute to that. Second, the space at this particular address was capable of fitting our vision.”

While the exterior is sure to catch the attention of curious passersby, the inside of the space is where the real magic happens.

An 18-meter long curved wall by the Regent Street entrance starts the customer’s journey as they are transported into this experiential tactile world where light plays against walls clad in rammed earth. The materials on the shop floor — all locally sourced — are mainly earth based throughout and the walls are arrayed in natural British clay. The positioning and varying heights of the clay walls creates a layout reminiscent of the Icelandic landscape with a flow that creates a playful sense of discovery — details unfold as visitors move further within the space. 

As Iceland’s first B-Corp certified company, 66°North hopes to inspire other Icelandic companies to follow suit and join the global movement for an inclusive, equitable, and regenerative economy.