“This is a story about friendship, synergy, and two mavericks who made their dream a reality within two weeks. Loona Art and Design is the brainchild of two creatives, Luana Adriani and Birna Sigurbjornsdottir.”
(Erlendur Magazine)
It was the summer of 2021, and Reykjavík was finally waking up again, after months of stillness, due to pandemic. Tourists started trickling back, cafés reopened, and the city began to breathe.
But let’s rewind, shall we.
During those long, quiet months, having lost my job, I needed to stay sane and concentrate on something useful. That’s when Loopyful Design was born. I spent my endless free time studying online pretty much about anything. I discovered the world of print-on-demand, Etsy, and the dark art of social media marketing. And without any expectations, I even joined a program run by Iceland’s unemployment office (Vinnumálastofnun), which helped creatives craft business plans for their projects. It turned out to be one of the best investments of my life.
This project became my outlet — a way to channel creativity and celebrate my awe for Iceland, creating artworks and designs inspired by it. The idea wasn’t even that crazy or useless, working on it and putting the pieces together…
So when “work” finally called me back, I was so busy that I thought… “Where on Earth will I find the time to get back to work?” I didn't want to loose the momentum!
But I also needed to get back to reality, and once again, I found myself walking down Laugavegur, towards the dusty Polar Bears that waited for us indoors. Reykjavík’s vibrant high street, was buzzing with new life again!
The world had gone from ghost town to carnival overnight — overexcited tourists were everywhere, the city was buzzing with life. I thought, “My project is ready. I want these people to see what I’ve created. I want a shop too!”
Through that entrepreneurial program, I’d met a bunch of talented artists and designers. So I thought we could unite our forces for a space that was fresh, female-driven, and full of soul. I talked about this crazy idea with one of them, Birna — and she jumped aboard immediately!
And then, as if the Universe was listening, things moved fast. One phone call. A ten-minute meeting. And suddenly, we were standing with this key in our hands that said “Laugavegur 8.” We didn’t even know how it happened — we just knew the name: Loona.
Loona’s mission was simple but powerful: to showcase women artists’ work — gifts with soul.
Inside, you’d find my colorful giftware, dreamy handmade candles resebling Icelandic glaciers by Birna Sigurbjörnsdóttir, beautifully made Rainbow Cloud ceramics by Finnish artist Anna Wallenius, minimalist architectural cards by Sonia Petros, and the fiery volcano goddess prints by the American painter Michelle Bird.
Boom! It was wild, beautiful chaos — and I loved every second.
After a long period of stillness, life skyrocketed. Suddenly I was working 24/7 — full-time both at my old job AND at my new adventure. I was exhausted, exhilarated, it felt like a roller-coaster ride! Not even mentioning that I did not have suppliers at the time, and I had no idea how to fill up the shelves, yay! Aanyway… We managed!
The shop gave me the chance to experience the thrill to put my creations straight to the hands of people, see their impressions, spot sparkles of interest in people's eye. It felt unreal opening that little door in the morning and finding my products on the shelves. We kept a diary with impressions of the day, who visited, what they said, (and of course what they bought) but also if the weather was good or it was raining, to understand patterns of sales.
The pop-up lasted through the summer, and by September, we each drifted back to our own paths, for many reasons, but those wild, sun-filled months remain one of my proudest achievements, inventing a whole world in a blink of an eye and make it shine for the world to see.
Loona on Instagram