ÖRÆFI LAB

ÖRÆFI LAB is an outdoor research lab based in Iceland, working at the intersection of creative production, landscape, and human experience. We develop and produce visual worlds shaped by nature, connecting creative projects to locations where environment, design, and narrative align. Led by Bjartur Norðfjörð, with nearly a decade of experience working across Iceland's terrain, ÖRÆFI LAB operates with deep local knowledge and production precision. We work with nature as both guide and collaborator, allowing weather and terrain to shape the process. Our projects move across culture, fashion, sport, and design. We collaborate with brands and creative teams to develop visual, experiential, and research driven work across diverse contexts. now live Website and branding developed in collaboration with @strik__studio

District Vision® + 66°North Arctic Grade Exploration Kit
 Produced by @oraefi.lab 
Directed by @andersfilms 
Music by @hayes_bradley 
Art Direction by @milliegracehorton Production Manager @bjarturnorthfjord 1st AC & Drone Operator @benjaminhardman 
Production Assistant @isakernir Talent @gabrielnhial 66°North Producer @bryndisbergs

@thenorthface EXPLORATION OVERLOAD
 Production Company @truecolorfilms Executive Producer @alvarovogel Head of Production @goghinagaravaglia Creative Producer @claudia_decaro Production Manager @jacopo_clm 
 Local Production Company ÖRÆFI LAB @oraefi.lab Production Manager B @bjarturnorthfjord Production Coordinator @isakernir Directors @the.entv (rep @C.41 ) DOP @filippodelzanno Photographer @gustavwiking 1st ac video @frankframesthings 2nd ac @tota_thorhildurkristin 1st ac & Drone Operator @benjaminhardman Gaffer @blrlxndr Set designer @milmarhatt Wardrobe dresser @hlynurhakonar HMU @rosa_gudbjorg Talent 1 @rognvaldurf Talent 2 @stormszy Talent 3 @eydismariaolafs Talent 4 @unnurbackman Talent 5 @soffiasoley Talent 6 @ibrahim_kolbeinn Post producer: @jesszica_ Editing: @the.entv Editing online: @simobeghin Photo Retoucher: @t_ila Color Correction: @daniel.pallucca Music & Sound: @itsdannygeorge via wearenorthnote VFX: @nicholascravedi.vfx

Behind the scenes of @nemzzz_ 8PM Directed, shot & edited by @donprod Production company @oraefi.lab × @donprod Photographer @ramseyramone Content @don.socials @camera.papi

Creative Production for @66north On a frozen lagoon on Vatnajökull glacier Iceland Photographer @benjaminhardman Talent @isakernir

Creative Production for @66north On a frozen lagoon on Vatnajökull glacier Iceland Photographer @benjaminhardman Talent @annamariath

@oraefi.lab is an Icelandic production and creative studio working at the intersection of outdoor culture, sports, design, and experience. We developed a brand identity and visual system rooted in Icelandic nature and exploration. Taking cues from cartography, the website uses a visible grid to shape the layout, along with a custom generator that transforms uploaded visuals into dynamic line graphics for their branding and marketing. The logo mirrors a natural shape discovered on a stone in the Icelandic highlands, symbolizing the raw, untamed energy that defines both the landscape and ÖRÆFI LAB’s creative approach. oraefi.com

@66north Official uniform for the Icelandic Winter Olympic team heading to the Olympic Games, Milano Cortina 2026. For the Olympics, they customized their Hornstrandir GORE-TEX Pro as the official Icelandic uniform.

Creative Production @oraefi.lab 
Art Direction @bjarturnorthfjord 
Photographer @benjaminhardman 
Talents @isakernir @annamariath 

Very special thanks to the 66 team @fannarpall @__alex__bergmann @bergurgudna 🌀🇮🇸💙

@salomon_kr Contour Down, FW25 Creative Production @oraefi.lab Producer @bjarturnorthfjord Director / Photographer @rory_griffs DOP @paddygomulski Assistant @isakernir Models @arn_einars @sunnahardardottir @ibrahim_kolbeinn Sound Kári Sigurdarson Edit @annadownie_ Colourist @johnlaytoncolour

New Balance 1906D Protection Pack - size? Exclusive Thanks to @newbalancelifestyle @sizeofficial size? Marketing: @adamrobson_ size? Marketing: @jmesdnelparr New Balance Marketing: @thomaswholland Creative Producer: @tizws for Please Projects Service Production: @oraefi.lab Production Manager: @bjarturnorthfjord Production Assist: @isakernir Photographer: @s.atkinson_ Lighting: @milmarhatt Digi: @magnusolisig Stylist: @jodie_bell Local Stylist: @annamariath DOP: @benjaminhardman Edit: @lucienparsons Talent: @makitouchida c/o @supa.worldwide

@atlast______atalanta @laugavegurultra Marathon 2025 Documented by @paddygomulski After six months of training across London’s streets, tracks, parks and a cold, wind-cut training camp in the Scottish Highlands back in February our crew At Last Atalanta set their sights on Iceland. In July, five members Rory, Oisín, Vaida, Louis and Randa lined up for the Laugavegur Ultra Marathon, a 55km route carved through Iceland’s dramatic volcanic landscape. From black-sand deserts and steaming geothermal valleys to river crossings and rapidly shifting weather, the race demanded patience, resilience and trust in each other. Together, they took this unpredictable course and every single one of them crossed the finish line. A journey that started in winter rain in London ended in the summer winds of the Icelandic highlands, proving exactly what the crew had trained for: consistency, community, and the quiet confidence to go further. Grateful to @rory_griffs @skfromsk_ & @sabinevanasbeck for bringing us into this special project and for the time out in the wild with this beautiful team. The essence of ÖRÆFI LAB - connecting people to remote places in mother Iceland.

Beyond Dynamic @salomon_kr Creative Production @oraefi.lab Producer @bjarturnorthfjord Photographer @olradford Talents @stormszy @melkorkapitt