Award-winning creative studio creating immersive, theatrical experiences with technology and spaces.

Huldufugl (pronounced exactly as it's spelled) are innovators, collaborators and trailblazers. Often each project is breaking new ground worldwide, whether it's with one of the first live theatre shows in VR (Kassinn / A Box In The Desert), helping make musical history with ABBA, exploring new storytelling territory with circus theatre, motion capture and technology, or getting the citizens of Deptford really excited about tyography for an evening - founders Owen and Nanna often have more than enough to keep them busy.

Huldufugl is an Icelandic production company working at the intersection of performing arts and technology.

Their narrative VR film, "Fallax", (supported by Creative Europe MEDIA) completed in late 2025, was awarded the "Immersive Award" at Imagine Film Festival, Amsterdam 2025, and has been programmed at festivals including Clermont-Ferrand Le Court, Art*VR, Animateka and QLD XR in Australia. It is Iceland's first narrative film in VR, with a commercial release in early 2027.

Their interactive VR theatre work "Kassinn / A Box In The Desert" was (amongst others) awarded "Most Amazing Game" / the main award at A MAZE Berlin 2019, "Best Interactive Narrative Experience" at Raindance 2019, and has toured across northern Europe and the US.

Founded in 2015 by British-Icelandic creative technologist Owen Hindley (www.owenhindley.co.uk) and Icelandic actress, writer and producer Nanna Gunnars, they produce original work for stage, screens and digital platforms, work as a creative partner for international collaborations, and local producers for events such as ABBA's Voyage global launch livestream.

Their experience and skillset covers digital artwork production, set, audio, video and lighting design for theatre and dance, interactive installations, software development, project management for the creative industries, festival management, copy- and script-writing.

Day-to-day management is conducted by the two founders, and projects are undertaken by its network of Iceland-based and international collaborators.

In the Icelandic market it is unique in its cross-disciplinary nature, being the only local VR company to have worked with theatre, and the only theatre company to work with VR. At a European level, its reach and reputation extends into the XR festival space, the Nordic & UK Fringe theatre scene, and the digital fine arts & commercial design industries.

In its development activities, Huldufugl strongly believes in open collaboration, devised techniques for creation and a curiosity for new ideas from a diverse range of sources. In production these same values apply, but combined with clear allocation of responsibility (without necessarily creating a rigid hierarchy) that ensures that projects are delivered to a high standard, on time and on budget.

Huldufugl takes a progressive, socially responsible, accessible and environmentally conscious stance when creating work.

But how did the company, and the name, come about?

"But I won't have any work if we move to Iceland!" "Well let's form a theatre company together then, so you'll always have something to keep you busy."

...That's one version of the story of how Huldufugl was formed - when, after three years together in London, founders Nanna Gunnars and Owen Hindley moved to Nanna's home country of Iceland, and Owen was terrified of not having any work to do.

They've also been lucky to work with some fantastic collaborators from all over the world, and are just getting started.

Awards :

• Most Amazing Game Award, Kassinn / A Box In The Desert, A MAZE Berlin 2019
• Best Interactive Narrative Experience, Kassinn / A Box In The Desert, Raindance Immersive 2019
• Outstanding US Premiere, Kassinn / A Box In The Desert, San Diego Fringe Festival
• Innovation In Performance Award, Kassinn / A Box In The Desert, Stockholm Fringe Festival 2018

Nominations :

• Best Immersive Performance (Nomination), Parallel People, Raindance Immersive 2022
• Sproti Ársins (Nomination), Kassinn / A Box In The Desert, Gríman (Icelandic Theatre Awards) 2020
• Grand Prix (Nomination), Kassinn / A Box In The Desert, Stockholm Fringe Festival 2018

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A post shared by Fallax VR | short film (@fallax.vr)

Nanna Gunnars

Nanna (she/her) is a performer, producer and writer.

As a performer she specialises in interactive one-on-one performances, public promenades, and physical theatre. Performing across Europe, she has worked for companies such as Secret Cinema, Look Left Look Right, Nutkhut, Moon Fool, Stella Polaris and RedIsGo (Microsoft / Salesforce), as well as a flock of birds for the multilingual storytelling adventure Tweet Tweet! Tíst Tíst! Ćwir Ćwir!

Her work has taken her to Glastonbury, The Edinburgh Fringe, Raindance Film Festival, Brighton Fringe, Stockholm Fringe, San Diego Fringe, A Maze & Bestival.

She produced and hosted the quarterly Rauða skáldahúsið, or Poetry Brothel Reykjavik, an immersive poetry experience and cabaret, performing as the Madame Karítas between 2017 and 2019.

As a voiceover artist she has recorded for Disney and American Airlines, as well as for the independent video game Sumer.

In 2018 she founded the Reykjavík Fringe Festival, where she was the Artistic Director and Festival Producer for its first 5 years, managing a team responsible for exhibiting on average over 70 international and local acts per year, over several venues, and doubling the festival from 5 days in 2018 to over 10 days in 2022.

She has also worked as a special events producer and local fixer for high-profile events such as RIFF (Reykjavík International Film Festival), the worldwide launch of ABBA’s Voyage album and an influencer weekend with MAC Cosmetics. She has also acted as producer for Isle of Games, Spindrift Theatre and Reykjavík Ensemble.

Nanna wrote the first draft of Kassinn, a Huldufugl production, and also works as a freelance travel and lifestyle writer. She has been published in Vogue Scandinavia, by Wow Air’s inflight magazine and by Guide to Iceland.

Owen Hindley

Owen (he/him) is a digital artist, working with software, sound, and electronics for the web, VR, performances, devices and installations.

His commercial work outside of Huldufugl has included serving as technical lead on large, cutting-edge projects for clients such as Oculus Studios, Google, Microsoft/Xbox, Samsung and Mercedes, collaborating with digital creatives such as Universal Everything, FIELD and B-Reel. These projects have ranged from an interactive web-connected musical installation at the London Science Museum for Google, Web Lab, to a pneumatic live-streamed pinata-smashing robot.

He is also a co-founder of Horizons Studio, a London-based creative studio producing interactive musical experiences in VR. Their debut title, Horizons VR was a launch title for the Google Pixel phone, which they followed up with a collaboration with OKGO on their VR music-making experience Lambchild Superstar for Oculus Rift.

He has also acted as Sound Supervisor on a number of feature films and documentaries, and is also a musician and DJ.