"He who fears death cannot enjoy life."
This old Spanish proverb finally inspired Jón Sæmundur Auðarson to create Dead as a design concept and as a business. Dead was unveiled on June 16, 2003, as was Nonnabúð, a modest basement shop in an alley off Reykjavík's main shopping street. The shop struck a chord with Icelanders, making Dead a runaway success, off the beaten path and on it's own terms.
Dead was the result of a life changing experience for Jón. Having been diagnosed as HIV positive in 1994, he was forced to confront and conquer his fear of death.
Dead remains committed to raising public awareness towards the HIV virus as it is.
Dead is focused on life, a paradox intended to shock people into thought. A benign virus. The concept is Dead and alive.
For further information and inquiries on art please contact:
Dead
Laugavegur 29
101 Reykjavík
Iceland
email: nonni@dead.is
webpage: www.dead.is