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Thor's Tours, 2017

Prior to taking up a one month residency at the Fish Factory in Stöðvarfjörður, one Iceland's east coast, I explored some of the jewels of Iceland's landscapes. I did this using the multitudinous tour companies in Reykjavik and in doing so I began to see the flaws in putting a price on nature. Much of the tourist industry thrives on a 'fear of missing out' mentality whereby money can be converted into awe and splendour. Seeing the farce in this, I decided to create a tragi-comic tour company of my own on the much quieter east coast. For two weeks I hand painted a sandwich board, designed flyers and explored the local area and for the following two weeks are pestered the locals and the few tourists that passed by into joining me on my tour. I had virtually no customers. They didn't know what they were missing.

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