"In my project The Private Collection, I assume that the rest of my consumption is cultural treasure, in much the same way that traditional creations are viewed, the leftovers of the mind as cultural treasures. I strive to keep to account all that remains of my daily consumption." This is what Sam says is the main ingredient of the private collection. A project he's been working on since the turn of the last century. In this project, he wants to make visible the size of the individual in the environment, promote environmental awareness and work towards sustainability. At the same time, creating new beauty experiences that combine nature and cultural experiences.

Aðalsteinn Þórsson b. 1964 in Kristnes in Eyjafjörður. In 1989 he started his studies at the Akureyri School of Visual Arts. He completed an MFA from the Dutch Artinstitute, ArtEz in 1998, then Aki2 in the city of Enchede in the Netherlands. First in the Netherlands, but has lived in Iceland since 2016. He has held numerous solo exhibitions, participated in group exhibitions and events as well as curated. Sam has also played a role in the social affairs of the culture. His main project, however, is the Private Museum, an environmental project which he operates in a greenery in Eyjafjarðarsveit 10 km south of Akureyri.