Brand Book



At The Factory


Over the past couple of years, Iceland has become one of the hottest tourist destinations for American adventure-seekers – it’s a relatively short flight away, it’s budget-friendly, and it’s ravishingly beautiful. Of all the small nation’s attractions, none seem to be as ubiquitously plastered across social media as the famed Blue Lagoon, a spa of sorts located in a lava field in Grindavik on the Reykjanes Peninsula. While both the land and the lava that shapes the lagoon is natural, the Blue Lagoon itself is not a natural hot spring – the water is a result of filtered runoff from the geothermal plant next door. The result is a truly immense pool filled with an astonishing milky, electric blue water that is distinct from anything else on the planet. The temperature varies across the lagoon, with some parts so hot that steam rises high into the Nordic air, creating an almost otherworldly tableau. A number of spa treatments are offered – including a massage on float right in the lagoon – as well as cocktails at a swim up bar. For anyone with a love of adventure and a passion for unique experiences, visiting the Blue Lagoon is a de rigueur part of any trip to Iceland – of course, be sure to wrap up in your warmest cashmere after getting out and returning to reality.