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| Worth Your Time |
The Nordica Hotel
Scott Haas
05/03/2004
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Burdened by a misleading name that evokes a severe and unwelcoming climate,
the island nation of Iceland rarely springs to mind when we mull venues for
executive retreats. This is a prejudice that this country’s fascinating black
lava fields, stark mountains, enormous cliffs and geothermal wonders, along with
its proximity to both the United States and Europe, is quickly overcoming. Since
the historic 1986 Reykjavik summit between President Ronald Reagan and Soviet
Secretary General Mikhail Gorbachev brought this westernmost European nation to
the forefront of the world’s attention, interest in has grown steadily. Those of
us looking to liaise with colleagues or clients from Europe in a perfect,
neutral setting, or who are just seeking an interesting change of scene, may
find Iceland the perfect spot.
 The owners of the former Hotel Esja in
Reykjavik, named after the snow-capped peak visible from the upper floors,
clearly saw this potential when they decided to launch a $20-million renovation
of the rather dowdy old hotel, and christen it anew. In May 2003, the Nordica
Hotel emerged a thoroughly modern and stylish business venue with amenities that
include a true Icelandic spa, along with Vox, arguably Iceland’s best
restaurant. The Nordica Hotel offers a glimpse of what it means to live well in
Iceland.
The hotel’s exterior, however, reveals nothing of its inner life.
Sandwiched between a pizza franchise and an enormous gas station, the property
looks depressingly corporate by Scandinavian standards: bulky, gray and
utilitarian. But step through its revolving doors and we are surrounded by
modern amenities and service. Staff glides from one workstation to another in
form-fitting black outfits that one might expect to see on fashion runways
rather than in hospitality work. In the lounge at the back of the lobby,
brilliant blue lights illuminate a bar, while flames shoot up from white stones
in a nearby gas fireplace. Throughout, the decor is understated, sparse and
terrifically hip in a Scandinavian way, creating an atmosphere that is both
meditative and luxurious.
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