Work / UMI Hotel, Iceland
UMI Hotel, Iceland
The brief
A boutique base on Iceland’s south coast — a film about the hotel and the coastline it opens onto.
UMI sits on the south coast route, within reach of the black-sand beaches and waterfalls that draw guests across Iceland. The brief was a hotel and destination film for the website and social — the property’s calm, and the raw coast that makes it worth the drive.
The approach
The film pairs opposites: the black sand and North Atlantic surf outside, sheepskin, timber and the sauna’s glow inside. The mirrored facade carries the idea on its own — a building reflecting the landscape guests came for. Aerials along the coastline set the scale; the interiors bring it back to the stay.
The south coast
Black-sand beaches and surf — the reason for the journey.
Mirror in the lava field
Architecture that reflects the landscape rather than competing with it.
Warm inside
Sheepskin, timber and the sauna against the North Atlantic weather.
Frames
Frames from the UMI Hotel film.
How it was used
Delivered for the hotel’s website and social channels — a film selling the stay and the coastline together.