What HönnunarMars // DesignMarch does

Hönnunarmiðstöð (Iceland Design and Architecture) is a non-profit design promotion body headquartered at Gróska, Kristínargata 1 in 102 Reykjavik, Iceland. Founded in 2008, it produces the annual DesignMarch (HönnunarMars) festival — now in its 17th edition (2025) — which is the most attended cultural festival in Iceland according to a Prósent survey (10% of respondents, ahead of Reykjavík Arts Festival, Iceland Airwaves, and RIFF). The festival features over 100 exhibitions, 200 events, and 400 participants, anchored by the signature DesignTalks conference held at Harpa concert hall and curated since 2015.

The organization's core products are the DesignMarch festival, the DesignTalks international conference, and the Icelandic Design Awards (an annual recognition program in Product, Place, and Project categories). Hönnunarmiðstöð also coordinates Iceland's participation in international design platforms including the Venice Biennale of Architecture (Lavaforming in 2025, SOAK: Rituals of Collective Belonging in 2026), the Nordic Pavilion at Expo 2025 Osaka via Team Exponex, and the annual 3daysofdesign festival in Copenhagen. It maintains academic and institutional partnerships with Iceland University of the Arts, the Museum of Design and Applied Art, Promote Iceland, Business Iceland, the Nordic Council of Ministers, and the Housing and Construction Authorities of Iceland.

Revenue is generated through DesignTalks ticket sales, corporate sponsorship partnerships, and festival-related programming, supplemented by governmental and quasi-governmental support tied to its national coordination role. The GTM motion is event-driven: physical exhibitions and conferences held primarily across downtown Reykjavik and greater capital area during the festival period, supplemented by Dezeen-mediated livestreaming of DesignTalks, a Vimeo conference archive, and active social channels (Facebook, Instagram, Pinterest). No technology platform or software product underlies the offering.

Name

HönnunarMars // DesignMarch

Legal name

Hönnunarmiðstöð (Iceland Design and Architecture)

Website

https://designmarch.is

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Hönnunarmiðstöð (Iceland Design and Architecture) is a Reykjavik-based non-profit (founded 2008) that produces Iceland's premier annual DesignMarch festival, the DesignTalks international conference, the Icelandic Design Awards, and coordinates Iceland's Venice Biennale and Nordic design exhibition participation.

Ownership category

akta.pro rank

Product category

Design Festival & Cultural Events

NAICS

Museums, Historical Sites, and Similar Institutions (712), Graphic Design Services (541430)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Arts & Crafts Workshops (Painting, Pottery, Ceramics, Sculpture) (THAJAKAA)

akta.pro secondary industries

Traditional & Indigenous Crafts Lessons (Heritage Skills, Folk Arts) (THAJAKAH), Event Theming, Mood Boards & Concept Design (HSACAOAH), Industrial/Product & Furniture Design (BPAHAKAM), Arts & Design Camps (Visual Arts, Crafts, Design Thinking) (EDAMALAH)

Keywords

• Design festival
• Cultural events
• Design conference
• Design awards
• Architecture showcase

Headquarters

HQ city

Reykjavik

HQ country

Iceland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Festival Operations: DesignMarch generates revenue through ticket sales for DesignTalks conference events, sponsorship partnerships with corporate sponsors, and festival-related programming. The organization also operates the Icelandic Design Awards program.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

HönnunarMars (DesignMarch) is an annual Icelandic design festival featuring exhibitions, design talks, an awards program, and curated tours across Reykjavík. The festival showcases Icelandic and Nordic design, architecture, and craftsmanship through public programming that spans multiple venues. It operates as a flagship initiative of Iceland Design and Architecture (Hönnunarmiðstöð).

Differentiator

Problem solved

Functional benefit

Products and services

• DesignMarch Festival
• DesignTalks
• Icelandic Design Awards

Quantifiable outcome

• 10% of survey respondents attended DesignMarch, making it the most attended cultural festival in Iceland

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered flagship, core and minor.

• Team Exponex (Gagarin, Wintenex, Habegger, Kvorning Design, Rintala Eggertsson Architects)flagshipStrategic or Co-development Partner · 22 May 2024Pan-Nordic team awarded contract to design and implement Nordic Pavilion exhibition at Expo 2025 Osaka, representing unity of Denmark, Finland, Iceland, Norway, and Sweden. Gagarin (Icelandic design studio) is part of this team.
• DezeencoreGTM or Marketing PartnerInternational design media partnership where Dezeen livestreams the DesignTalks conference and provides broader media coverage, extending the festival's reach to global design audience.
• Business IcelandcoreGTM or Marketing PartnerNational tourism and trade organization that partners with Iceland Design and Architecture for international promotion of Icelandic design and co-marketing of events including DesignTalks streaming.
• 3daysofdesigncoreStrategic or Co-development PartnerAnnual Danish design festival partnership enabling Icelandic designers and brands to participate and showcase at Copenhagen event, extending DesignMarch's international presence.
• Icelandic Embassy in DenmarkcoreStrategic or Co-development PartnerEmbassy partnership for hosting Icelandic design exhibitions at 3daysofdesign, including Hæ/Hi: Designing Friendship and Pizza Time exhibitions.
• Iceland University of the ArtscoreStrategic or Co-development PartnerAcademic partner in establishing the Icelandic Design Awards, collaborating on design education and recognition.
• Museum of Design and Applied ArtcoreStrategic or Co-development PartnerMuseum partner in Icelandic Design Awards collaboration and design preservation.
• Promote IcelandminorGTM or Marketing PartnerNational trade promotion organization partnering on Icelandic Design Awards.
• SI - Federation of Icelandic IndustriesminorStrategic or Co-development PartnerIndustrial federation partner in Icelandic Design Awards collaboration.
• The Housing and Construction Authorities of IcelandminorStrategic or Co-development PartnerGovernment body partner in Icelandic Design Awards.
• Nordic Council of MinisterscoreStrategic or Co-development PartnerIceland under the Nordic Council presidency led the Design in Nordic Nature project, exploring design's role in sustainable tourism and nature engagement.
• La Biennale di VeneziaflagshipStrategic or Co-development PartnerIceland participates in Venice Architecture Biennale through open call, with SOAK: Rituals of Collective Belonging representing Iceland at 20th International Architecture Exhibition.
• GróskacoreStrategic or Co-development PartnerInnovation house venue partner for Icelandic Design Awards ceremonies.
• Parsons School of DesignminorStrategic or Co-development PartnerCollaboration with Blue Lagoon and Parsons for 'Designing with Nature' symposium in New York on design thinking in emergency situations.
• Blue LagoonminorStrategic or Co-development PartnerPartner in 'Designing with Nature' symposium exploring emergency design during natural uncertainties.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Dutch Design Week: One of Europe's largest annual design festivals held in Eindhoven. Comparable as a multi-day design festival with exhibitions, talks, awards, and significant sponsorship — operating at meaningfully larger scale but with the same festival-driven GTM.
• Stockholm Design Week: Annual design week in Stockholm gathering Nordic and international designers, brands, and trade visitors. Comparable as a Nordic city-anchored design festival with exhibition, talks, and sponsor components competing for the same designer and sponsor pool.
• Vienna Design Week: Annual design festival in Vienna showcasing Austrian and international designers across showrooms, galleries, and public spaces. Comparable scale and structure — a European city-based design festival with exhibitions, talks, and sponsor-driven revenue.
• London Design Festival: Major annual design event across London featuring exhibitions, installations, and talks. Comparable as a city-wide design festival with international speaker programming and a DesignTalks-equivalent conference strand.
• Helsinki Design Week: Largest design festival in Finland, held annually in Helsinki with city-wide exhibitions, talks, and events. Comparable scope and structure to DesignMarch — Nordic design festival targeting both local audience and international design community.
• 3daysofdesign: Annual design festival in Copenhagen featuring 250+ exhibitors and exhibitions across the city. Directly comparable as a Nordic design festival with international speaker programming, sponsorship-driven model, and a multi-day event format; DesignMarch has an active partnership with 3daysofdesign.
• NYCxDesign: City-wide design festival in New York featuring exhibitions, talks, and trade events. Comparable as a multi-venue design festival with international speaker programming and sponsor/partnership model, though operating at larger scale.

Others

• World Design Capital: Biennial designation by World Design Organization that elevates a city's design profile through year-long programming. Comparable as a city-level design promotion platform; DesignMarch's institutional role in Iceland mirrors what WDC cities activate to drive international design tourism.
• La Biennale di Venezia (Architecture Biennale): Biennial international architecture exhibition where DesignMarch coordinates Iceland's national pavilion. Comparable as a curated international design/architecture exhibition platform; not a direct competitor but a peer institution in the global design ecosystem where DesignMarch operates.

Broad incumbents

• Maison&Objet: Twice-yearly Paris-based design trade fair and exhibition for decor, design, and lifestyle industries. Comparable as a design industry event with international exhibitors, awards programs (e.g., Rising Talents Awards — DesignMarch director Halla Helgadóttir served as jury), and media partnerships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/honnunarmidstod
• YouTubevimeo.com/icelanddesign
• Facebookfacebook.com/honnunarmidstod
• Instagraminstagram.com/icelanddesignandarchitecture
• Pinterestpinterest.com/icelanddesign
• LinkedInlinkedin.com/company/designmarch

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HönnunarMars // DesignMarch