Three days, five stages, sixty-eight artists. As per newfangled tradition, Sónar Reykjavík 2015 will claim one of Europe’s most unique concert venues, Harpa, for a younger generation of music lovers. For Sónar, Harpa’s respectable concert halls are all transformed into veritable party hotspots, along with adopting fitting monikers. For instance, Harpa’s two biggest venues, Silfurberg and Norðurljós, will morph into SónarClub and SónarHall, respectively.

Harpa also has a place for underground music. Literally: the concert hall’s basement parking lot will be decked out and fitted for all your manic dancing needs. They’re calling that club SónarLab. And when you get tired of sweating it out at the ‘lab, you can always drop by for a pint at SónarPub.

While smaller in scope than its siblings, Sónar Reykjavik deftly demonstrates how a prestige brand can successfully redefine itself to fit any space.

Posted February 10, 2015