Guests see, hear and feel the power of volcanoes, earthquakes and geothermal energy.

GMC+A was delighted to be a part of the master planning team with Lord and Xhibitz. The experience was developed as a blend between attraction and natural history museum. The guest experience includes the exploration of nature organized around major themes or “content” areas, linked together by personal stories and scientific experts. Weather serves to connect the overall experience and create a sense of immersion. For example, it is a real ice cave at the temperature of a glacier under the ice; gusts of wind signaling an on-coming storm will blow through the puffin habitat display; or the Aurora Borealis will glow in the distance. Real water, real fire and real ice. Such experiences surprise and delight visitors as well as communicate the awesome power of nature. 

A key content areas on the first level includes exhibits that explore the importance of oceans. Iceland is an island surrounded by major oceans and is heavily influenced by them. Continuing through the museum visitors encounter the geothermal activity, volcanoes, tectonic plates, geysers and earthquakes that are all part of Iceland’s very active and unsettled landscape.

At the heart of the museum is a Glacier gallery, an immersive Ice Cave experience. We developed a process to reproduce the glacier indoors with special technology, which is certified by our leading glaciologist. Nothing like this has been done in museums in Iceland or anywhere else in the world.

In addition to the immersive experience are introductions to the animals and habitats through the island. The experience concludes in a reflective, pensive, and relaxing experience that is focused on stories and personal expression. It is a place to present stories, mythology, art, and culture. It is a place where tourists feel like they have gotten to know Icelanders and what is important to them. It is also a place where Icelanders can share stories with each other.

Extreme Iceland

Client: Xhibitz + Lord Cultural Resources

Opened 2017, Reykjavik, Iceland

Size: 18,000 Square Feet 

Demographic: 6 and up