David Martin, founder of M Worldwide, who was here recently for the changes to the Duty Free arrivals hall, says that M Worldwide has built up a lot of knowledge of the Icelandic market and that Icelanders are particularly open to suggestions from outside and to trying new things.
Founded in 2001 and headquartered in London with offices in North America, the Middle East, Asia and India, M Worldwide has worked on a wide range of projects around the world to create brand identity and enrich customer experiences.
M Worldwide has worked on many projects in Iceland since 2005, for companies such as Arion Bank, Reitir for Kringlan, Húsasmiðjan, Heimkaup, Hagkaup, Fríhöfnina and Te & Kaffi. The company then consulted for Sigtún Development Corporation, which was developing a new town centre in Selfoss.
A project that never ends
David Martin, co-owner and founder of M Worldwide, lives in London but has been in Iceland a lot since 2005, as the company has been involved in many projects here. Last week he was here for M Worldwide’s work on the changes to the arrivals hall at the Duty Free. He says that any kind of airport work is always different from many other projects.
“By its very nature, these are never-ending projects. Airports are always changing and expanding, but it has been great to be involved in this work at Keflavík Airport,” he says.
“The customers of the duty-free port are basically divided into two groups. Those who are returning from a trip and those who are starting their journey, excited to get to their destination. These people’s minds are in different places, so it’s so important that we understand the customers and provide them with what they need even though it’s different. In a place like this, where people are returning from a trip, it’s very important that the level of complexity is not high,” says David.
Started with Baugur Group
When asked how M Worldwide has managed to land as many projects in Iceland as it actually does, he replies: “It started when we met Icelanders from Baugur Group in London and started working with them, and then it just took off,” says David. “The business community in Iceland is very close-knit and the network is strong, which means that if you do well, it’s easy to form good relationships and get more exciting projects.”
According to David, M Worldwide has built up a great deal of knowledge of the Icelandic market. He says Icelanders are particularly open to outside suggestions and are willing to try new things with the goal of increasing sales and operational efficiency.
