To u r i s m , C u lt u r e
and
Business
I s su e 45 • 2021
Introducing
the MULTIS
Project
Contemporary Icelandic art to view and purchase MULTIS is an Icelandic company that specializes in the promotion, publication and sale of art works by contemporary Icelandic artists. Owned and operated by three Icelandic women with deep roots in the local art scene, MULTIS’ goal is to make art accessible to the public and connect the professional field of art to the business community.
Art available for purchase
On the MULTIS website, www.multis.is, individuals can browse works by numerous Icelandic artists and can purchase directly from the website. However, MULTIS offers so much more than a portal to purchase art. The three owners have been extensively involved in the Icelandic art scene for many years and their passion for art is very clear. “Art is an investment and we want to make it accessible to people,” said Helga Óskarsdóttir, owner and artistic director. “MULTIS makes sure people know where to go to buy art and helps people understand the concept behind the pieces. We are here to help.”
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Meet the artists
MULTIS works with an exciting array of artists, including Gjörningaklúbburinn/ The Icelandic Love Corporation, Guðjón Ketilsson, Hulda Rós Guðnadóttir, and Snorri Ásmundsson, among many others. “This is the only company that specializes in art and we are lucky to be working with so many talented artists,” said Helga. “Recently we started working with Magnús Pálsson, an important figure in the Icelandic contemporary art world with a very long career. It’s a great honour.”
Immersive, interactive exhibition
MULTIS aims to have openings at cultural institutions and private parties for those who are interested in participating in and supporting the visual arts environment in Iceland. On site at Snorrabraut 54, MULTIS is currently exhibiting an exciting publication from Steingrímur Eyfjörð. The work, titled Hugform / Thoughtform, is based on experiments conducted by Robert Hanham Collyer in the 19th century. Two seated participants face each other as a large vase is filled with
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water. The first participant looks into the opening of the vase, into the darkness, and sends a message. The second participant then looks into the opening of the vase to receive the communication and draws the image that came through to them on a piece of paper provided to them. Looking at the surface of water or something that connects to the subconscious has a long history, and in this work the water and darkness of the vessel are used to send a mental image. The process is then reversed and repeated. It’s a fun experiment that allows individuals to enjoy art in a different way.
Plan your visit
MULTIS welcomes locals and tourists to view the latest exhibition at their permanent space by appointment. Located in an inviting space on Snorrabraut 54,