Location, location, location. I have to admit it was hard to find, but it is located in the heart of the action. Hotel is on the south west corner of Hverfisgata and Ingolfsstraeti. There is a Taxi only parking right in front, use that to check in if you have a car. The parking is really tight. We were doing sight seeing so we wanted a car. For exploring the heart of Reykajavik you don't need a car and a taxi to this location would help. It is a small hotel 36 rooms I think, but they are really nice rooms. Bed was excellent. Compared to Oslo, Copenhagen and Stockholm (no hotel under $600/night) the bed was the best of all of them. Staff was super helpful in getting around town and checking in the hotel. I would not hesitate to go again.