Crossroads Kitchen

A cultural movement that aims to constructing a dialogue and meaningful interactions between Icelandic locals and tourists through an alternative tourism experience.
Together with a team composed of an architect, anthropologist, graphic, visual, and product designers of the Iceland Academy of the Arts, we ideated the development of a system capable of renaming its actors: hosts and guests are invited to a hybrid space that is both an alternative travel agency and a cooking room.
We see the first crossroads as a starting-seed where roles are switched. International guests offer a meal to local hosts during their trip. Food becomes a holistic, horizontal experience for mindfully connecting and engaging.
After five or six unsuccessful attempts of trying to invite a couple of tourists to dine with us as part of our social design project, we finally found Pablo and Alberto at Vinyl, a popular vegan place in Reykjavík. The two young guys from Madrid had been driving around Iceland for a week. A bit disappointed about not nding the expected emptiness in the Icelandic nature and a bit tired of each other, they accepted to try the amazing offer of eating a warm meal at an Icelandic home instead of their usual cup noodle dinner at their hostel.
We see Iceland in the future as the country of difference and diversity, where both guests and hosts feel at home. We expect this rhizomatic cultural movement to grow slow, enriching culture through producing locally, cooking and sharing between cultures around the world.

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Brand Identity Designer