Nikita’s flagship store opened its doors for the first time on the main street of Laugavegur in Reykjavik on 26th September. Launched with a full-on smoke and lights spectacular concert by GusGus showcasing the release of their new album 24/7, the venue was packed to the rafters.
From the initial shell of the building, a huge transformation of the new Nikita store’s interior has taken place. A complete clear out of everything that once was, the proud new store has seen walls knocked down, industrial stairs fitted and floors stripped and polished; every room and every floor has been decorated with attention to detail. In its place is a beautiful boutique store decorated with a huge chandelier, typical Nikita colourways and graphics plus the best selection of Nikita streetwear, outerwear and premium styles from Nikita Selekzion. As you walk through what’s noticeable is how openly situated everything is – each piece is wholly visible, not overcrowded or intimidating to find. Huge windows overlook the main street from ground level to third floor.
Not only has the inside transformed but the previously curdled cream colour exterior has taken on new life with brightly painted corrugated sides, a huge decking area with street art wall that will be launching different artists works monthly, a mini ramp and garden area. No floor space was visible at all the night of the opening party which was streamed live via Nikita’s website (over 1000 pairs of eyes watched!).
Previous to the launch, Nikita ran a contest for two ladies to be there in the explosion of Nikita-mania, joining them for a weekend of action adventures and party merrymaking. Canada and Switzerland represented and here’s their take on being part of it all.
Kelsey Rumball – Ontario, Canada
Going to Iceland was the most breathtaking experience. I already loved Nikita for providing us women with great clothing but now they have provided me with so much more; I have an amazing story to tell! I did a lot of things I never thought I would ever do in my lifetime. I went four-wheeling / quad-biking around the mountains, explored a lava cave, went to the Blue Lagoon (Google it) and got to be one of the 1st customers at the new Nikita store! The store is incredible and is totally covered in funky style; you should definitely check it out! It was the most action-packed weekend imaginable and I am still thinking it was a dream. I want to thank Nikita for giving me this amazing experience and offering me the chance to explore outside of Canada to such a different environment than I am used to. I will remember this trip forever, and I owe it all to Nikita….only the best brand in the world.
Melanie Merkli – Tegerfelden, Switzerland
What a fucking great weekend! Sorry for that swearword, but I have to start with one of my ‘most written words in a small text.
After a long journey from Zurich to the expensive Copenhagen, I finally got to Iceland. I was picked up by Ingo and the other lucky girl Kelsey, from Canada. We went directly to the famous Blue Lagoon near to Keflavik airport. I was so relaxed after the bath and that nice face mask. I just felt bit ugly with that swimsuit – I didn’t have one with me, so I had to hire one (which was probably worn by thousands of other people, uhh…). So after that relaxing bath we relaxed at our really nice Hotel Björk again.
The next day we were picked up by our lovely and super friendly personal tour guide Ingo at 9.30a.m. So we drove about 30 minutes to a quad biking station. We went with our quads to a cave, which Ingo knew very well. He could tell us a lot of interesting information about Iceland and all its caves. Sometimes we had to crawl on all our fours. We also had lunch at the cave. When we got out of the cave it’s was snowing – unbelievable! We knew it’s going to be cold, but how can it be so damn cold in Iceland in September?
As for the new store, I loved it! It’s very big and there’s so much space and so many things to look around. I liked all the pictures on the walls and especially the huge chandelier over the cashier desk. The garden is huge with a mini ramp for skateboards, how cool is that. During summer you can have BBQ parties outside and the colours of the walls – just crazy! I definitely liked the three floors; it’s so cool to have more than one floor full of clothes. If you walk around outside and see the store, you just want to get in!”
Runar and Heida have both been heavily involved with every aspect of the project; sourcing the location, appointing a project manager, carefully choosing colours, graphics and the collections to be included. Most of the furniture is second hand, but photos say more than many words. “We wanted to showcase Nikita in the best possible way and have a lot of fun whilst doing it!
Other notes about the Nikita store:
Opening hours: 11:00am – 18:00pm Monday to Saurday (with extended hours for special happenings!)
Location: Laugavegur 56, 101 Reykjavik – smack bang in the middle of the main shopping street and 400 metres from where Nikita was first founded 10 years ago!
The new store manager is Vala Magg and all events happening at the store will be managed by Ásgeir Höskuldsson (Aka Geiri) for the forseeable future.