Hi! We're an events company creating immersive,  theatrical experiences in exciting environments.

Based between London/UK & Reykjavík/Iceland,
working worldwide.

Our Work

Past, Present and Future

Kassinn / The Box VR

Interactive theatre experience in VR

Imagine one day, you’re going along minding your own business, and you suddenly find yourself inside an invisible box, unable to escape. Along comes a stranger, who seems like your only hope of escape. But how will you make them trust you, asking them to put themself at risk to help you out of your situation?

Huldufugl, in collaboration with motion capture experts PuppIT present an interactive theatre experience within VR. You will share a conversation with a performer in virtual reality, whose movements and speech are mapped onto a digital avatar in realtime.
Only one audience member at a time can enjoy the 10-15 minute performance.

19th August 2017


Reykjavík, Iceland

Credits & Links



Nanna Gunnars, Astor Agustsson


Owen Hindley

Motion Capture:

Ragnar Hrafnkelsson

3D Design:

Jacob Andersson

Thanks to:

Supported by Landsbankinn

Askur Yggdrasils : Völundarhús

Immersive, public, outdoor art installation

Transforming a former car park in central Reykjavík, Huldufugl created a 370 square metre immersive public art installation. A maze, drawing inspiration from Nordic mythology and the poetic Edda.

Built over six weeks from shipping pallets and spare timber, Askur Yggdrasils opened on Culture Night (Menningarnótt), where over 1,500 people of all ages queued up to lose themselves inside.

Entering one at a time, and lasting anywhere from ten minutes to an hour, the audience were able to explore a series of interconnected rooms and corridors, with unique set design and installations ranging from hanging ice sculptures to origami, VHS tape, vintage TVs, mirrors and interactive sound works.

Lucky visitors at certain times were able to catch one of the live performances from musicians, dancers, choirs and circus artists.

In total, over sixteen unique spaces were created by 24 contributing artists, enjoyed by over 3,000 visitors over the four week opening.

The project was part funded by Landsbankinn, and made with some incredible support from The Travelling Embassy of Rockall.

20th August - 20th September 2016

Reykjavík, Iceland

From the guestbook:

"Highlight of our stay! Thank you!" - Boston, USA
"We got high and broke in again, thanks!" - Unknown
"We kept retracing our steps to make sure we hadn't missed anything" - Germany
"This was piss easy" - Angry Icelandic eight-year-old

The Reform Club Presents: A Journey Into The Unknown

With House Of Q

May 2016

Reykjavík, Iceland

We took 25 specially invited guests on a Journey Into the Unknown - meeting at a secret location, before being brought into The Reform Club; a private, members-only institution about to embark on an adventure.

An intimate, immersive experience featuring the 1956 classic “Around The World In 80 Days”, led by and including performances by international caberet group House Of Q.



The House Of Q

Aa / Helvetica

A Celebration of Typography, Graphic Design, and Helvetica

April 2016

Deptford Cinema, London, UK


Presenting Aa, a party inspired by design, typography, and Helvetica Neue 65 Medium.

Featuring a screening of Helvetica by Gary Hustwit, interactive type installations, poetry by Angela Brodie, live reading by John McGhee, personal illustration by Alexander Luttley, and live music from MIMRA.



An Immersive Icelandic Experience

March 2016

Deptford Cinema, London, UK

A sold-out immersive Icelandic experience inside Deptford's oldest cinema, which featured a special screening of Heima by Sigur Rós, Iceland photography exhibition by Nick Miners, live music by Mimra & ÍRiS, an art exhibition by Ella Rósinkrans, and Icelandic delicacies.



Huldufugl has been inspired by new forms of theatrical and event-based experiences, combined with advances in performance technology and VR.

Huldufugl flies well with others, and is always open to collaboration.

The company ​is based in Reykjavík, Iceland, but has worldwide migratory ambitions.

The name means 'Hidden Bird' in Icelandic.

Don't worry, one of the founders struggles to pronounce it too, even though he came up with it.



Nanna Gunnars


Nanna works with interactive & physical theatre across Europe, in promenades and one-on-one performances for companies such as Secret Cinema, Look Left Look Right, Nutkhut, RedIsGo (Microsoft / Salesforce) & Stella Polaris. She lends her voice to a number of projects as well, such as Sumer Game and Icelandic travel videos for Guide to Iceland.

She produces and regularly hosts Rauða skáldahúsið, or Poetry Brothel Reykjavik, performing as Madame Karítas.

She has appeared at a variety of festivals, including Glastonbury, The Edinburgh Fringe & Bestival. She is also the Festival Director for Reykjavík Fringe Festival, first one taking place in July 2018.

Owen Hindley


Based between London & Reykjavík, he works with software, electronics, light and sound to create cutting-edge experiences, shows and games.

His commercial clients have included Google, Microsoft / Xbox, adidas, Universal Music, FIELD and The Beatles.

More information about his work can be found at owenhindley.co.uk


Let's make things happen.


Lokastígur 7
101 Reykjavík