Brauð & Co

This guide to Brauð & Co in Reykjavik follows Ágúst Einþórsson, a baker trained in Copenhagen who spent two years hunting for the right building before settling on a graffiti-covered house on Frakkastígur. You'll hear how he and three friends opened with no marketing plan and no fixed hours, baking with the doors open so passersby could watch the dough get shaped. It traces what made that open-kitchen habit stick even as the shop outgrew its first weeks of selling out by sunrise.