Tjarnargatan (Pond Street), Reykjavik 2011. It was cold. It was dark. The ducks needed feeding. A man in a tartan shirt and a leather jacket stood outside. He knocked on the door. His handshake was cold but his heart was warm. He’d forgotten his gloves at the hot-dog stand. Einar invited Arnar into the kitchen where they sat and bonded over a mutual love for Clint Eastwood’s cold blue stare and 90s punk rock. Summer came, the ducks got fat and between toast and coffee their company was born. Like so many celebrity babies, Tjarnargatan was named after the place in which it was conceived. The company started off small but it was soon on its feet and running out of the kitchen and into an office around the corner with lots of highly qualified staff.
2012. A new kitchen. A new scene. The saloon door swings open – Daniel and Freyr burst in wearing cowboy hats, back lit by a volcanic eruption and serenaded by a Mariachi band. Implausible. But when you are the directors of Tjarnargatan you can do what you like with the green screen on a weekend. At some point near the beginning, it’s hard to remember when – Daniel and Freyr came in to run the company with the two original amigos. They upgraded the instant coffee to whole roast and added doughnuts to the lunch menu. Years later the team are still going strong, cooking up new, creative and entertaining content. What’s extraordinary is that between winning awards and keeping up with the latest social media innovations they still find time to feed the ducks.
“We don’t just want to communicate a message in a fun way, we want to engage the audience. So, we make things that we’re excited by, that we want to share with our friends. More than ever, people want new, imaginative and substantial content and we want to create it for them.”
Arnar Helgi Hlynsson, Daníel Oddsson, Einar Benedikt Sigurdsson and Freyr Árnason (Directors of Tjarnargatan)
Tjarnargatan founded by Einar Ben & Addi Atlondres.July 2011
Tjarnargatan opens shop
Tjarnargatan moves to a new office space at GrandaJune 2012
Newcomer Of The Year, 2012 (win)
Tjarnargatan wins Newcomer Of The Year 2012 at the NEXPO awardsFebruary 2013