Hreinn Fridfinnsson (b. 1943), who, as a founder of the avant-garde group SÚM with three other artists in 1965, is one of the originators of Icelandic conceptual art and continues to be at the forefront of the art scene in Iceland. His photographs, paintings, text and mixed media works are poetic and philosophical explorations of everyday human experience. Transcending the mundane materials of which they are made, his simple, almost ethereal pieces paradoxically evoke the strongest of emotions. Hreinn represented Iceland at the 1993 Venice Biennale, received second prize in the Carnegie Art Award in 2000, and has lived and worked in Amsterdam since the early 1970s.