“THE CHERRY TREE” – The old General Store, next to the true hub of Reykjavik, was radically reborn in 1993 when a group of Icelandic women took it over and opened up a design store on the premises. They named it Kirsuberjatréið – the Cherry Tree. The shelves formerly filled with daily goods were suddenly full of art, craft and design – catering to connoisseurs longing for originality, oddities and peculiarities. The group now consists of 12 women, all coming from very diverse background and fields. Their different approach to creativity makes the store a unique blend of styles that manifests itself as a united creative front at the top of the world.