Glíma is a form of martial arts practiced by the Vikings dating back to the 8th century. This aggressive style of self-defense evolved into a Scandinavian form or wrestling. In 1907 and 1908, Icelandic native Jóhannes Jósefsson became the world champion. He leveraged these victories into a lucrative career performing fights as a strong man for Barnum & Bailey’s Greatest Show on Earth. When he came back to Reykjavík in 1927, he invested his riches in the construction of a luxury hotel overlooking Austurvöllur Square. Hótel Borg opened in 1930 and Jósefsson managed the premiere property for thirty years. After a recent renovation, the hotel’s art deco design sparkles.