Every scent tells a story and memories come alive through the sense of smell / Credit: Fischersund
Fischersund is a family-run perfumery and art collective in Reykjavík, founded in 2017 by siblings—including Jónsi of Sigur Rós—and their partners. Combining handcrafted, sustainable perfumes inspired by Iceland’s landscapes with visual art and custom music, Fischersund offers an immersive sensory experience. Located in a tranquil downtown space, the collective invites visitors to slow down and reconnect with scent, sound, and memory. In this interview, we speak with Lilja, one of the founders, about the creative vision and values behind Fischersund’s unique world.
Q: What is Fischersund, in your words?
Fischersund is our family’s curiosity cabinet. It’s a creative playground where we don’t feel restricted by the traditional rules of perfumery or retail. For us, it’s a living art installation where scent acts as the conductor for music, photography, and craftsmanship. It’s an invitation to step inside our collective childhood memories. We like to infuse sensorial design through our philosophy, as well.
Q: Why is Fischersund considered special in Reykjavík?
In a world that is increasingly digital and fast-paced, we offer something tactile and slow. People call it a hidden gem because it feels like a secret sanctuary. Everything is designed with an aesthetic manifesto—to create a sensory synthesis that is uniquely Icelandic. We sit at the intersection of scent, sound and art.
Jónsi, Lilja, and family at their downtown Reykjavik store / Credit: Fischersund
Family Roots and Icelandic Inspiration
Q: How does Fischersund reflect Icelandic culture?
Icelandic culture is raw and rooted in the elements. We use ingredients like Sitka spruce, subalpine fir, and Icelandic medicine oils. Our scents aren’t pretty in a traditional French way; they are rugged, smoky, and honest, reflecting the folklore and the dramatic landscapes of our home.
Q: Who founded Fischersund?
It is a family art collective. My brother Jónsi (of Sigur Rós) is the nose; our sister Inga is the art director; Rósa is our head artisan; and I’m the creative ambassador managing storytelling and partnerships, among other things. We are always pulling from a shared bank of memories to create together all-the-while bottling the scent world of Iceland.
Q: What is the history of the building?
Our home at Fischersund 3 is a historic house from 1875. It was Jónsi’s personal music studio for many years. It has a beautiful, creative ghost of its own that we wanted to preserve. You can certainly feel its soul as you enter.
Faux Flora No.1 perfume bottle by Fischersund, designed by Ingibjörg Birgisdóttir /
Credit: Fischersund
The Space: Design, Atmosphere, and Mood
Q: Why is black such a central colour in the space?
The dark, moody interior acts as a sensory void. When you enter from the bright Icelandic light, the darkness allows your eyes to rest so your nose and ears can become more acute. It’s inspired by the dramatic lighting of the Old Dutch Masters.
Q: Why does the space feel calming?
We intentionally lowered the lights and the volume. We believe in the power of quiet luxury. The combination of natural materials, the smell of wood and pine, and the ambient soundscapes we play helps to settle the nervous system immediately.
Q: What do guests often notice about the atmosphere?
They notice the grounding effect. The combination of the woody scents and the dim lighting settles the heart rate. Many people tell us they feel at home, even if they’ve never been to Iceland before.
A scent journey: from homemade herbal schnapps or calming tea to a world of fragrance /
Credit: Fischersund
The Scent Journey: A Guided Fragrance Experience
Q: What is the Fischersund scent journey?
It’s a meditative, guided exploration. We walk you through our fragrances while I read scent poems and music plays in the background. It’s designed to be physically and emotionally affecting—we’ve even had guests moved to tears during the experience.
Q: Why is slowness encouraged?
You cannot rush a memory. Scent takes time to bloom on the skin and unfold in the mind. The sense of smell is one of our oldest senses afterall. We want people to linger, breathe, and forget the time. It’s the antithesis of the grab and go shopping experience.
Q: Why are visitors invited to close their eyes?
Closing your eyes removes the distraction of the physical room. It allows the fragrance to build a landscape in your mind. Suddenly, you aren’t in a shop; you are standing in a damp Icelandic forest or by a smoky bonfire on a cold beach.
Perfume organ by Jónsi for Fischersund: an antique instrument repurposed to organize scent ingredients like musical notes / Credit: Fischersund
Music, Poetry, and Hospitality
Q: How do music and sound shape the experience?
Music and scent are both intangible languages. Jónsi often creates the soundscapes and the perfumes simultaneously. They share the same vibration. When you hear the music and smell the notes together, the story becomes three-dimensional.
Q: What role do poetry and storytelling play?
Scent is abstract, so we use scent poems to give it a map. Every fragrance starts with a story or a verse—like smoke in the air and tarred telephone poles. These words help visitors connect the smell to a specific emotion or place.
Q: Why might guests be offered tea or Icelandic schnapps?
Hospitality and connectivity is at the heart of what we do. A warm herbal tea made from Icelandic plants or a small glass of our handmade schnapps engage the sense of taste, grounding the visitor and making the experience a complete, five-sense journey.
Fischersund No. 8 Eau de Parfum – a fresh, floral scent / Credit: Fischersund
Signature Scents and Craftsmanship
Q: What does Fischersund No. 23 express?
No. 23 is a biography of a scent. It captures our father, a metalsmith, and the smell of his workshop—smoke, sea salt, black pepper, and anise. It’s the smell of a childhood summer in Iceland, warm and nostalgic.
Q: Why is No. 23 considered iconic?
It was our very first creation. We didn’t even name it; we just kept the number from Jónsi’s trials. It became iconic because it captures that specific Icelandic feeling of being cozy indoors while a wild storm rages outside.
Q: What story does No. 101 tell?
101 is the zip code for downtown Reykjavík, recalling a time when all of us siblings lived downtown. I love this scent as it captures the essence of the backyards in the summertime when they are wild and overgrown; fresh, verdant and green. It’s more urban and crisp—the smell of fresh laundry drying in the cold wind, the metallic tang of the harbor, and the sharp, clean air of the city.
Q: Do items need to stay perfect?
No, we embrace the beauty in imperfections. Our packaging is handmade and the tin bottles are meant to be used and dented. We even put installations inside the bottles—like little bits of lava. The beauty is in the life the object lives with you.
Fragrances inspired by memories, featuring unique notes like birch tar, rhubarb, and smoke / Credit: Fischersund
Sustainability, Events, and the Lasting Impressions
Q: What is a Fischersund scent concert?
It’s an experimental sensorial event where music is performed live blending scent, sound and art. It’s an exploration of how sound and smell can heighten one another to create a trance-like state.
Q: How does Fischersund approach sustainability?
We believe in small and slow. Everything is hand-poured and hand-wrapped in our workshop. We use environmentally friendly materials and wild-harvested Icelandic herbs. We make things that are meant to last and be cherished.
Q: Why is slowness important to the brand?
Slowness is a form of respect—for the ingredients, for the craft, and for the customer. If we rushed our process, the soul of the family collective would be lost. We want our products to carry that feeling of intentionality.
Q: How does being family-run shape the experience?
Fischersund is an extension of our home. When you visit, you are often talking to a family member. There is no corporate filter; it is a direct line from our creative process to you. It makes every interaction personal.
Q: What do people take with them, even if they buy nothing?
They take a feeling of peace and a renewed sense of wonder. We want people to leave feeling inspired to look—and smell—more closely at the world around them.
Q: After returning home, what remains?
The memory. Scent is the most powerful trigger for the brain. Months later, one spray of a fragrance will bring you right back to that dark, quiet room in Reykjavík. It’s a way to carry a piece of Iceland in your pocket.
Q: Is there anything else you’d like visitors to know?
Just that you don’t need to be an expert. You don’t need to know about perfume notes or art history. All you need is a nose and an open heart. We are here to welcome you into our world.
The iconic black house at Fischersund 3, the flagship store and heart of the brand / Credit: Fischersund
Delicate dried plants and flowers preserved in clear resin blocks, creating a stunning hanging art installation / Credit: Fischersund
Visit Fischersund in Reykjavík or Online – Handcrafted Icelandic Perfumes
If you find yourself in Reykjavík, step inside Fischersund and experience their hand-poured perfumes, guided scent journeys, and intimate atmosphere. Whether you seek calm, a unique gift, or a connection to Icelandic nature and art, Fischersund offers a sensory retreat designed to awaken and inspire. Slow down, breathe deeply, and carry home a lasting piece of Iceland’s spirit. For more information on collections, exhibitions, and visiting hours, visit Fischersund’s website.