Laufey Announces Fourth Annual ‘A Very Laufey Day’
August 23 will see arts events in more than 75 cities across 25-plus countries.
Laufey will host the fourth annual A Very Laufey Day on August 23, bringing arts-focused events to more than 75 cities across 25-plus countries. This year’s theme, “A Celebration of the Arts,” expands the fan event across music, film, dance, theater, visual art and literature, with participating symphony orchestras, ballet companies, museums, libraries, bookstores, cafes and dessert shops. The Laufey Foundation is also participating, with net proceeds from brand collaborations and merchandise sales going to the organization in support of arts access.
One centerpiece is Candlelight: A Very Laufey Day, a limited-edition concert series presented by Fever’s Candlelight in 10 cities worldwide. String quartets will perform a repertoire selected by Laufey in candlelit venues, including “From The Start,” “Valentine,” “Dreamer” and “Goddess,” along with material from her latest album, A Matter of Time. The Grammy Museum’s Clive Davis Theater and select AMC Theatres locations in the U.S. will also screen A Night at the Symphony: Hollywood Bowl, the concert film documenting Laufey’s performance with the Los Angeles Philharmonic.
Museums taking part will spotlight exhibitions recommended by Laufey, while select partners will offer an A Very Laufey Day museum guide, ticket discounts or themed cafe drinks. Recommended institutions include the Guggenheim New York, Los Angeles County Museum of Art, Museum of Contemporary Art Chicago, Reykjavík Art Museum, Museo Nacional de Bellas Artes in Chile and Daelim Museum in South Korea. Participating bookstores and cafes will carry limited-edition A Very Laufey Day and Laufey Book Club merchandise, display Book Club selections and serve the “Rhapsody in Green” iced matcha latte and “Rhapsody in Blue” iced blueberry matcha latte. Select ice cream and frozen yogurt shops will offer flavors including Laufberry, Cuckoo Cookie Dough, Lovesick Chocolate and Dreamer Matcha. Official brand partners are MAMAN, Moomin x NY Botanical Garden, AMC Theatres, Candlelight, Etsy, Pinterest and Studs.
The event also expands a Laufey Book Club library-card program first tested during last year’s A Very Laufey Day in five markets: Los Angeles County, Boston, Phoenix, Fulton County/Atlanta and Reykjavík. Following single-day signup records in most of those systems, more than 50 collaborative library cards are set to launch this year, including programs in Broward County, Florida; Harris County, Texas; and Mesa, Arizona. Laufey will also serve as the American Library Association’s spokesperson for Library Card Sign-Up Month in September, extending the library initiative beyond the August 23 event.
