Penninn Eymundsson
The characters of Penninn Eymundsson. Who would you like to meet today?
About the project
The culture of Iceland lives in books and storytelling, ever since the first settlers arrived in Iceland, people have entertained each other with captivating stories and narratives. The characters of Penninn Eymundsson, Iceland's largest chain of bookstores, draws upon this legacy. It's a meeting point for authors, readers, tourists and folks on the go. People visit the store to meet friends over a cup of coffee, or randomly drop in during a walk downtown. Travelers from all over the world go there to buy gifts and souvenirs to bring home to their loved ones. Some alone, others in groups. There are some places where you can just take it easy and sit back for a long time, either alone or with company, and Penninn Eymundsson is that kind of place. Who would you like to meet today? You will find that person in Penninn Eymundsson.
Goal
When we travel, we want to experience the culture of the places we visit. For that reason, Penninn Eymundsson has long been a popular destination for tourists. During the pandemic, the tourists almost disappeared and it was decided that it Penninn Eymundsson needed to highlight that it's a destination for Icelanders too.
Idea
In this campaign, we combine the characters of Penninn Eymundsson as one entity. The characters of the books on the shelves become alive, authors and regulars drop by to browse the selection along with others guests of the store. Classic Icelandic literature adorn the walls of the bookstore and sneak out to join the customers on coffee cups and shopping bags.
Conclusion
Penninn Eymundsson is a destination where you forget time and place, travel to new realms while drinking the best coffee in town.
Who do you want to meet today?
The television commercials drew inspiration from famous Icelandic novels, world literature and well-known stories of different genres. Icelandic authors and various characters from literature appear in supporting roles.
Regulars
The regulars of Penninn Eymundsson are a diverse group that visit the bookstore and its café in search of inspiration. We published their thoughts on the social media of Penninn Eymundsson.
Cafés
Great literary quotes can be found among the countless of pages in every bookstore of Penninn Eymundsson. We transformed a few of those quotes from the bookpages and onto the walls of the café. These words of wisdom are then carried on by the customers throughout the day, printed on shopping bags and paper cups.
Next project
@ Hér&Nú 2025
Kt. 690190-1339
Vsk. nr. 22731