On the 5th of November, 2020, Icelandic artist Odee launched a new ultra-low-cost airline amidst the covid-19 pandemic called MOM air and sent press releases to media outlets around the world. In just a few days the airline attracted headlines from some of the largest aviation and travel websites around the world like Lonely Planet and Simple Flying. CNN even went so far as to say that the progressive airline could actually predict the future of travel. The airline promised amongst other things, two free seats on each flight, covid and non-covid flights, optional toilet paper and life vests under seats, gender equality, environmentally-friendly flight options, a flexible booking system with no cancelation fees, and more!

Striking even more controversy for its bold marketing material with an alleged resemblance to the defunct Icelandic low-cost airline WOW air which sparked a response from WOW air’s lawyer stating publicly that MOM air was in clear violation of copyright. But the airline, with its elaborate marketing scheme and bold promises, was later revealed to be a performance artwork and part of a final project for the Iceland University of Arts. People from around the globe had inadvertently interacted with the Icelandic artist’s artwork in some way shape or form. With over 60 global news articles, radio interviews, and more the global phenomenon MOM air reached millions and literally turned people’s reality upside down.

On the 26th of March 2021, The Icelandic Student Innovation Fund awarded a 3.600.000 isk (27.800$) research grant to a research project led by the CEO and founder of MOM air, artist Odee. The project titled MOM air áhrifin (The MOM air Effect) is a collaborative research effort of 4 students and 3 instructors from The Iceland University of Arts, Reykjavík University, and the University of Iceland. Making it one of the largest research projects of the fund for the year.

MOM air website: https://momair.is/