The title refers to the ongoing process which determines the book's subject: The contemporary Icelandic scene which is driven by the mutual influences of music, fashion and visual art.

Project:Iceland is the creation of Icelandic/English photographer and Stylist Charlie Strand who moved to Iceland from London nearly three years ago with the sole purpose of making a book to showcase the creative scene in Iceland, in particular in the areas of music, art and fashion.

The project has evolved and constantly grown, covering 51 bands, artists and fashion designers in total, many of whom he has worked with personally.

Amongst others it showcases the work of critically acclaimed artists such as Hrafnhildur Arnardóttir aka Shoplifter (see LIST#19), who created the stunning hair sculptures for Björks' Medulla album, as well as the performance artists The Icelandic Love Corporation and the beautiful and haunting art of Riceboy Sleeps. Also included is exclusive fashion photography featuring the work of the award-winning designer Steinunn Sigurd, rock'n'roll label Dead and the up-and-coming designers Eyglo, Helicopter and Starkiller. The music section contains lively photography of well known bands such as Sigur Ros, Mum, Gusgus, and Trabant as well as many others who define the Icelandic music scene.

Inspired by the creative people responsible for making Iceland such an exciting place, the author went about attending as many concerts, art exhibitions and fashion shows as was humanly possible, with the intent of covering the most exciting and original pieces for the book.
During the course of making this book Charlie Strand took many thousands of photographs, and despite having no formal background in photography he strived to create dinamic and original imagery, as well as accompanying text to explain the background of the artist.

This was concluded with the creation of an audio CD to give the readers a better idea of the musicians featured- consisting of tracks chosen by both him and the bands involved, and mastered by his friend Valgeir Sigurðsson, one of Iceland's foremost producers, know for his extensive work with Björk as well as his acclaimed solo work.

A rare project, the book manages to combine cutting edge, underground design and styling, yet has a mainstream potential for the promotion of Icelandic arts and culture, which is reflected by it's sponsorship by Novator- widely known for their support of the arts and thinking outside of the box, and also it's use by and support from The office of Foreign Affairs, The Trade Council of Iceland, Pennin Arts Grants, Center For Icelandic Arts, Reykjavik City Council and The Icelandic Tourist board.

Carefully crafted with help from Graphic designers Sól Hrafnsdóttir &Siggi Orri of GrafikSense this book has attracted admiration from both those in the creative community, as well The President of Iceland Ólafur Ragnar Grímsson, who has met the author to congratulate him on the creation of such a lively celebration of Icelandic arts.
This first book from Charlie Strand is published in Iceland by Forlagid, Icelands' leading publishing house, and across the world by acclaimed art book publishers Booth-Clibborn Editions of London.

The book will be launched in October at the Airwaves festival in Reykjavík and at Punk Club in Soho Street, London in November.