Iceland Established as Creative Muse to Global Design

LONDON, April 19, 2012 /PRNewswire/ –

Internationally acclaimed Chelsea College of Art and Design introduce Iceland into
final year curriculum

A new international design project is set to cement Iceland’s position as the new
creative centre of the world. As part of a unique partnership between Inspired by Iceland
and London’s internationally acclaimed Chelsea College of Art and Design, the entire
island is set to become the muse and source of inspiration for the world’s top creative
art and design students.

Acknowledging Iceland as a country of creative flair, the lecturers will be selecting
students from Chelsea College of Art and Design to travel to Iceland in a bid to be
creatively stimulated by the country’s natural culture, wonder and existing creative
talent.

Students in Iceland will meet the country’s most talented and innovative designers and
will travel across Iceland with them as they work from a mobile creative studio.

With an ever-changing landscape and an imaginative and vibrant culture, Iceland is
fast becoming recognised as one of the world’s most inspirational hotspots for the
creative soul.

Iceland is fast gaining a reputation for having more creative individuals than any
other country in the world. The country has more artists and published authors than
anywhere else in the world and according to a recent report* by Dr Margret Sigrun
Sigurethardottir and Tomas Young, the creative industries have remained fairly constant
despite the general downturn in other sectors, with the number of full-time equivalent
jobs rising over the period. In 2009 creative industries accounted for over 6 per cent of
the economy’s total taxable turnover, which is more than construction, fishing and
agriculture.

The government is also committed to supporting Iceland’s creative talent and through
large investment have accounted for 12.5 per cent of the creative sector’s total.

Whilst using the country as a source of inspiration, the students will document their
own inspirational journey, which can be viewed on inspiredbyiceland.com [
C:\Users\utf.sveinn.bj\AppData\Local\Microsoft\Windows\Temporary Internet
Files\Content.Outlook\JTE7CDNX\inspiredbyiceland.com ] and via the Inspired by Iceland
social media channels.

“As a nation we embrace creativity, and design is a huge part of our culture. We’re
really proud of our creative talent and we’re excited to see how some of the most talented
students in the world are going to capture the inspiration they experience in Iceland,”
says Inga Hlin Palsdottir, Director, Marketing & Visit Iceland at Promote Iceland.

“Working in close partnership with our final year Graphic Design Communication
students, Inspired by Iceland is sharing and enhancing professional practice and
recognising and nurturing emerging talent and design excellence. This exciting
collaboration ensures that our new young designers are more creatively confident and feel
valued as the next generation of directional practitioners,” says Geoff Thomas-Shaw
Undergraduate Programme Director.

Interesting facts about Iceland

Could this be why Iceland is the world’s newest creative and cultural hotspot?

        - Icelandic authors publish more books per capita than in any other country
          in the world. About double the number of books are published in Iceland per capita as
          in the other Nordic countries (2008)
        - Iceland spends more than any other country on cultural activities (8.02% of
          general government expenditures allocated to cultural activities)*
        - The country has more artists as part of the workforce than anywhere else
        - The country has one of the highest rates of cinema attendance per capita in
          the world
        - Around 60% attended a theatre, opera, musical or concert performance (2009)**
        - Around 50% visited an art museum or exhibition and over 60% visited sites of
          historical interest, such as thingvellir National Park, Skalholt or Reykholt**
        - About 55% attended a cultural or outdoor festival, of which 70% attended a
          community festival, such as the Great Fish Day in Dalvik**
        - Icelanders rate amongst the happiest people on earth and have the highest life
          expectancy in the world

* Towards Creative Iceland: building local, going global

Quantitative and qualitative mapping of the cultural and creative sectors in Iceland

Compiled by Dr Margret Sigrun Sigurethardottir and Tomas Young can be found

http://www.icelanddesign.is/media/PDF/towardscreativeicelandreport1.pdf

** According to a survey by the Social Science Institute carried out for the Ministry
of Education, Science and Culture in2009.

Notes to editors

Inspired by Iceland campaign is a public private act – between the Icelandic
government, City of Reykjavik, Icelandair, Iceland Express, ISAVIA, the Travel Industry
Association and the Federation of Trade & Services. Around 130 companies are involved.
Promote Iceland is the developer and the executive of the campaign.

Chelsea College of Art and Design is one of University of the Arts London’s six
Colleges. Operating at the heart of the world’s creative capital, University of the Arts
London is a vibrant international centre for innovative teaching and research in art,
design, fashion, communication and performing arts. The University is made up of:
Camberwell College of Arts, Central Saint Martins College of Art and Design, Chelsea
College of Art and Design, London College of Communication, London College of Fashion and
Wimbledon College of Art.

Contact:

Inspired By Iceland http://www.inspiredbyiceland.com

Promote Iceland http://www.promoteiceland.is

Islenska http://www.islenska.is

The Brooklyn Brothers http://www.thebrooklynbrothers.com

SOURCE Inspired by Iceland