GOODNESS POPUP

ELETTRA WIEDEMANN BRINGS “GOODNESS” TO REYKJAVIK DESIGNMARCH:


ELETTRA WIEDEMANN BRINGS “GOODNESS” TO REYKJAVIK DESIGNMARCH:

A CHIC AND SOUGHT AFTER POP UP RESTAURANT FOR THE HEALTH CONSCIOUS

Founded by model/philanthropist Elettra Wiedemann this successful culinary escape will take over SATT at Icelandair Hotel Reykjavik Natura

 March 22nd -25thh

*****

Model/philanthropist Elettra Wiedemann announces the arrival of GOODNESS to Iceland; a four-day pop-up restaurant with daily changing menus at SATT, located at Icelandair Hotel Reykjavik Natura. Teaming up with the renowned Icelandic Chef and a fellow health enthusiast Stefan Vidarsson, GOODNESS will offer fast, fresh cuisine for the fashion community in a relaxed, elegant setting.

GOODNESS has daily changing menus that focus on locally sourced, healthy, quick, and delicious cuisine. GOODNESS is the go-to destination for health-conscious models, designers, journalists and industry insiders from March 21st through the 25th.

GOODNESS first popped up at Fashion Week in New York in September 2011 and instantly became a favorite of the fashion industry, as well as the city’s health conscious gourmets. GOODNESS then made its encore February 2012, receiving even more rave reviews in the media. But as with all “overnight success stories” GOODNESS is the result of long, hard and passionate work, based on vision, knowledge and the desire to make a difference. Elettra Wiedemann set out to make it easier for models, designers and photographers to eat healthy while working long hours at Fashion weeks all over the world. Based on her experience as a model, constantly searching for a healthier option than a sandwich for lunch, she decided to put her Masters degree in Biomedicine from London School of Economics to good use by offering fresh and flavorful food to the fashion community. Thereby combining two of her favorite things; food and fashion.

Elettra’s decision to include Reykjavik amidst London, Miami, Paris and New York in her plans for GOODNESS is by no means a  coincidence. During her first visit to Iceland in 2011 she fell in love with the country’s magnificent, pure and raw beauty. A great enthusiast when it comes to health and having written her Masters dissertation on the future of feeding urban populations, Elettra became fascinated by the local produce where organic is more of a rule than exception.  In an interview withUS Vogue in September 2011, she describes how Iceland‘s natural resources recharged her batteries. “I‘ve never felt so relaxed.”  She goes on to explain how she was re-energized and inspired by Icelandic nature to make her GOODNESS dream come true.

Open each day for lunch from 11am to 3pm and dinner from 6 pm to 10 pm  GOODNESS will take over SATT, located at Icelandair Hotel Reykjavik Natura.  In Icelandic, SATT can mean two different things; honest or fulfilled. In any case SATT is the perfect location for GOODNESS as both strive to use fresh, local and natural ingredients. The modern, minimalistic interior also feel fresh, spacious and natural – creating an inviting location for Elettra to feed healthy, delicious meals to the urban population of Reykjavik as well as the models, designers and international fashion media.   

 SATT´s Executive Chef Sverrir Viðarsson will combine greenmarket produce and artisanal ingredients to create GOODNESS’s daily menu of health-conscious entrees, starters and desserts.  Each day, the GOODNESS menu will also feature decadent options; flavorful GOODNESS specials … with just a hint of decadence. For more information and menus, visit goodnesspopup.com.

ABOUT ELETTRA WIEDEMANN

Elettra Wiedemann was born and raised in New York City. She is the daughter of Isabella Rossellini (international model and actress) and Jon Wiedemann (former male model,  now a Microsoft executive) as well as the granddaughter of the emblematic Ingrid Bergman and Roberto Rossellini.

Fluent in English, French and Italian, Elettra attended the United Nations International High School in New York City. She completed her undergraduate in International Relations at The New School in NYC. Additionally Elettra completed a Masters (MSc) in Biomedicine from the London School of Economics in 2010. Her dissertation was focused on “Vertical Farming and an analysis of the future of agriculture and feeding cities in light of the complex problems posed by climate change”.

Discovered by Bruce Weber, who shot her for the Abercrombie & Fitch campaign, she quickly became one of the industry‘s most coveted models shooting with photographers such as Karl Lagerfeld, Annie Leibovitz, Arthur Elgort, Mario Testino, Nick Knight, Craig McDean, Solve Sunsbo, Mikael Janssen … Elettra has graced the covers and has featured inside several top fashion magazines including American Vogue, Harper‘s Bazaar, Another, Muse, Fench and Italian Elle … as well as being the face of Le Bon Maché, The Gap, Dinh Van, Salvatore Ferragamo, Mango … Since 2006, Elettra has been one of the ambassadors for Lancôme.

Elettra, together with her fiancé James Marshall, has founded a charity called One Frickin Day for which she won the 2011 Young Environmentalist Award“. The charity raises funds for the implementation of ecological and durable natural resources. So far it has installed solar panels in clinics in Burundi, Haiti and Rwanda … She is also the CEO of the pop up, eco and bio concept restaurant called Goodness (goodnesspopup.com) .   

ABOUT DESIGNMARCH

Original, innovative and fresh GOODNESS could just as well have been custom made for the DesignMarch in Reykjavik. With original Icelandic Design being celebrated all over town, the pop restaurant will prove to be a haven where journalists can have a healthy re-energizing meal while gathering their thoughts and opinions and discussing the latest events with the designers themselves and fellow journalists from all over the world. For the past few years Icelandic fashion has boomed and subsequently caught the attention of the international media and manufacturers on all continents. DesignMarch is bound to attract a lot of media attention and already 20 representatives have confirmed their participation.

ABOUT ICELANDAIR HOTEL REYKJAVIK NATURA

Icelandair Hotel Reykjavik Natura is one of the flagship hotels in Reykjavik. Located in the greenest area of the city and close to the

bustling center, Reykjavik Natura was completely refurbished in 2011. The 220 room four star property is certified sustainable in accordance to the ISO 14001 standards.

GOODNESS IS BROUGHT TO YOU BY:

ICELANDAIR

DESIGNMARCH

ÍSLANDSBANKI

ICELANDAIR HOTELS

LANCOME

AMERICAN EXPRESS