While strolling around, doing an expert level of window shopping on our last full day in Iceland, Lara and I happened across a sign for something called "Magic Ice." Intrigued, we walked through the automatic doors of a retail shop and just sort of looked around like, "huh?" We looked at each other with brows furrowed and then searched the room for an answer...after all this didn't look magical nor icy.
As it turns out, Magic Ice is situated below the retail shop and you have to take the escalator or elevator to get there. There is a sign pointing the way, we just missed it as we walked in. We go down this escalator and are met with a mostly bare, white room with some assorted souvenirs on a couple of shelves. Still not feeling the magic or the ice...hmm. To the right is a very plain set up, a woman behind a counter, the counter has a holder with some pamphlets in it and a binder for price options, and to the right of all that is a wall full of over-sized coats. We look through the binder, and after a little debate, we decide to go for the cheapest option at $28 a person which included one drink (though you could by more if you wanted), time in the rooms looking at the sculptures and drinking you drink(s), and ponchos and gloves.
Apparently this brand has 5 locations in Europe, with 3 of them being in Norway, and this one in Reykjavik is its newest addition. Only having opened in 2019, this business is definitely feeling the impact of the diminished tourism for the already off-season, and the usually busy season outlook is just as bleak, with COVID-19 still running amuck in countries around the world. If you're in Reykjavik any time and want something really neat and pretty different to do, I highly recommend Magic Ice!! For, just like most things in Iceland, as unassuming as it seemed from the outside, once you walked through the doors chilled from the icy room behind them, this place was indeed magical. Vibrant lighting changes colors and pulses to the beat of late 90s/early 2000s pop hits, bouncing off of the ice sculptures and and highlighting different areas to explore. There are two alcoves with furs lining the ice-carved benches and art etched into icy sheets behind thick walls of even more ice. My guess is that they probably could seat 6-8 people each.
Most of the sculptures here are "interactive", a large Brennivin bottle to hide in, the hull of a viking ship for you to captain, a throne fit for a Queen or King, the bar which is its own work of art, and even the glasses you drink from! The selection looked pretty good for liquor and the drink that was included with the price was off the charts. WOW. First of all, the ice glass it came it was cool as all get out and the flavor of that drink? Man, that thing was like candy, I couldn't even taste the alcohol, Lara said she could though it didn't take away from her enjoyment. I think it was lemonade mixed with some sort of vodka? I don't know, I just know I wanted to drink like 20 more (if only alcohol wasn't so absurdly expensive in Iceland), and I'm not typically a vodka gal.
We stayed in there the longest of the small group of about 5 that we ended up going in with, we were just enjoying ourselves and chatting away. The guy that was there talked to us about his own ice sculpture experience and what's involved in making one. Also that getting perfectly clear ice is an art form all in itself and is all about getting the timing exactly right. He also offered to snap some pictures of the two of us and we all talked a bit about ourselves before heading out. I wish I remembered his name now, he was really awesome and definitely added to the experience.
I can't pretend to understand Icelandic addresses, but just type Magic Ice into Google Maps and I'm sure it will get you there! I'll also include the address below for those who'd like it. You can also find them on Facebook, Instagram, and of course on their website.
Laugavegur 4, 101, 101
Reykjavik, Iceland
+354-832-9400
Sunday-Thursday 11:00-23:00 || Friday and Saturday 11:00-24:00
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