The First BIOEFFECT Flagship Store.

It has always been our dream to open a BIOEFFECT flagship store. In recent years, we have worked hard to raise awareness and establish the BIOEFFECT brand image. An important part of that lies in the beautiful presentation of our products and the improved experience for customers. This year, we made our dream happen and opened a dedicated BIOEFFECT store in the new shopping area, Hafnartorg, in Reykjavik city center.

The store is located in Hafnarstræti 19, in a beautiful historical building built in 1925 and recently renovated to its former glory. There simply is no other building like it in Reykjavik. Many would say that it is reminiscent of the famous Flatiron building in New York because it is triangular in shape and characterised by a magnificent arched shop window to the east.

The design of the store was realised through close collaboration between Basalt Architects and the BIOEFFECT design team and the result reflects the brand beautifully. They sought a lot inspiration in the BIOEFFECT Greenhouse in Grindavík where we grow our barley plants that produce our unique key ingredient, plant-based EGF.

Stretched green string is used to cover the surface of different elements; such as furniture, walls, display cabinets and lighting features. The strings provide a very strong sense of identity for the store and the brand as well as being a reference to barley. The use of polycarbonate material, often used in greenhouse construction, and plants in the interior design is a further reference to the Greenhouse.

In the middle of the store is a triangular unit where you can browse and test BIOEFFECT products or even sit down, get skincare advice and have your skin calibrated – how hydrated, dense and elastic it is. Plants hang down from a large triangular light above the unit, which gives the space character and creates a fun atmosphere in the center of the store.

We are so proud to be able to invite our customers into this beautiful oasis where our experts are always available to provide skincare advice and information about the BIOEFFECT range.

Have you visited our store on Hafnartorg?

The BIOEFFECT store opening hours are:

Mon - Sat 11:30 - 17:30