The New Yorker
He had first visited Iceland to work with Björk, and he thought it would be a good place to recharge: “I was just ready to be on a cold volcanic island and chill out.” Instead, he wound up launching a company that applies his show-business expertise to Icelandic fish.
Luckett was sitting in a booth at Red Rooster Harlem, where he had been talking with the chef, Marcus Samuelsson, about bringing branded Icelandic seafood to Samuelsson’s restaurants in Scandinavia and, eventually, New York. “The food space is always looking for interrupters,” Samuelsson said.
Now that the Nordic climes have chilled him out, he hopes that Niceland will export not only Iceland’s fish but its values, which he said include humanism, interconnectedness (ninety per cent of the population is on Facebook), and an appreciation for nature. “I’m now understanding that there is a Community of Tomorrow,” he said, of his adopted home. “It’s my version of Epcot.”