T

hough it may sound like a mere marketing slogan, 101 is quite literally Reykjavik's most fashionable postal code. This city has long been the holiday playground of hip Europeans and, in particular, Londoners — English pop stars and artists come here for a little anonymity, and the truly anonymous come for the experience of a capital that still feels like an unpretentious small city.

Until now, Reykjavik has lacked an out-and-out hipster hangout, a contemporary-style boutique hotel to match its reputation. But 101 hotel meets that description, and then some — ensconced within a grim grey modernist structure, the one-time home of the Social Democratic party, the interiors are all 21st-century high design. The décor is all in black and white, with staffers in black to match, and the guest rooms are pared-down and minimal, with open plans and that trademark sleek Nordic furniture. Bathrooms, too, are wide open to the room, with hardwood floors, Balmain amenities, and, in some rooms, claw-foot tubs separate from the vast walk-in showers.

The artistic bent that Reykjavik is lately known for is on display here — a glass roof over the lounge affords a view of a permanent mural installation, and the 101 Gallery shows rotating exhibitions of work by top Icelandic artists. The lounge is a bona fide social scene, as is the restaurant, and the downtown location means it's not the only game in town — so the restless have plenty of urban exploring to do. If anything, it's a bit of overkill; a sleek, modern hotel in the vibrant capital of one of the world's most beautiful countries — what more do you need?