The Viking map of Europe usually shows raids, settlements, trade routes, ship burials and archaeological sites. A new €2 million research project at University College Cork wants to map something much harder to see: what Europeans have done with the Viking past during the centuries since the Viking Age ended.
NorseMap, led by Professor Tom Birkett at University College Cork, officially launched in Cork in September 2026 alongside its public-facing iViking app. The project is funded through a European Research Council Consolidator Grant worth €1,999,519 and runs from June 1, 2025 to May 31, 2030.
Rather than trying to locate another Viking fortress or burial ground, researchers are studying how Vikings have been remembered, reinvented and used in literature, art, tourism, advertising, popular culture and public identity.
That distinction could make NorseMap unusually important for Viking studies.
Archaeology can map where people lived a thousand years ago. NorseMap aims to show how later Europeans repeatedly redrew what “Viking” meant.
NorseMap Is Mapping Memory Rather Than Viking Settlements
The European Commission’s official NorseMap project record gives the project a formal title: Mapping the Reception and Legacy of the Vikings in Europe.
Its objective differs sharply from a conventional archaeological survey.
Researchers are examining the reception of Viking history, particularly over the past 200 years, while also tracing longer developments across roughly a millennium of cultural memory.
Three broad areas structure the research:
- Literature and art
- Branding and the cultural economy
- Politics and identity
These categories allow the team to study everything from novels and paintings to tourism campaigns, product branding, museum narratives and modern uses of Norse symbols.
The central question is not simply who the Vikings were.
It is why later societies keep remaking them.
That approach matters because many ideas now treated as obviously “Viking” emerged long after the Viking Age itself.
The €2 Million Grant Gives The Project Five Years To Build Its Map
NorseMap received an ERC Consolidator Grant with a documented EU contribution of €1,999,519.
The project officially began on June 1, 2025 and is scheduled to continue until May 31, 2030.
Professor Tom Birkett serves as principal investigator. UCC’s NorseMap team page identifies his research interests as Old Norse myth, runology, Viking studies and public medievalism.
That last field is central to the project.
Public medievalism studies how medieval history is recreated, interpreted and used by later societies.
A horned Viking helmet in an advertisement may therefore become evidence.
So can a sports mascot, historical novel, museum display or souvenir.
NorseMap treats such material as data about modern relationships with the past rather than evidence about the Viking Age itself.
Keeping those categories separate could help reduce one of Viking history’s persistent problems: modern imagery becoming confused with archaeological fact.

The iViking App Turns The Public Into Data Collectors
NorseMap’s most visible tool is the iViking app.
University College Cork’s iViking project page explains that members of the public can photograph examples of Viking and Norse heritage encountered in everyday life.
Possible submissions include books, souvenirs, advertisements, artworks, marketing campaigns and other uses of Viking imagery.
Approved images become part of the NorseMap public archive.
This approach borrows techniques from citizen science.
Projects studying wildlife or environmental change often depend on thousands of observations submitted by members of the public. NorseMap adapts that model to cultural history.
The potential advantage is scale.
A university research team cannot walk every shopping street, visit every small museum or record every locally branded “Viking” attraction across Europe.
Thousands of contributors can document far more.
The Project Launched In Cork On September 5
NorseMap’s public launch took place in Cork on September 5, 2026.
Norwegian musician Einar Selvik, founder of Wardruna, performed at St Peter’s Church as part of the event.
University College Cork announced the launch publicly on September 7 through its report on NorseMap and the iViking app.
Cork provided an appropriate setting.
The city developed from a settlement landscape with significant Viking history, making it a place where archaeological evidence and modern Viking heritage already overlap.
The launch therefore demonstrated part of NorseMap’s argument.
A Viking past does not remain confined to excavation reports.
It becomes music, heritage programming, tourism, exhibitions and local identity.
Those later uses become historical evidence in their own right.
A Deep Map Could Show Why Different Europes Have Different Vikings
A conventional map fixes objects to locations.
NorseMap plans something more complicated.
The project describes its intended result as a Deep Map of Viking reception.
Instead of simply marking where a Viking-themed object appears, researchers want to connect it with earlier influences.
A tourism logo might draw on a 19th-century painting. That painting may have relied on Romantic nationalism. A television costume might then borrow from the painting rather than archaeological clothing evidence.
Mapping those relationships could show how misconceptions spread.
It could also reveal why different regions developed different Viking images.
Norway, Denmark, Ireland, Britain, Iceland, France and Eastern Europe do not share one identical Viking legacy.
Each region experienced different forms of Scandinavian contact and later remembered them through different political and cultural histories.
NorseMap aims to make those differences visible rather than flatten them into one generic Viking identity.
The Last 200 Years May Explain Many “Ancient” Viking Images
The focus on reception history is particularly useful because the 19th and 20th centuries profoundly shaped popular Viking imagery.
Romantic artists, writers, composers and national movements transformed Norse history into cultural symbols.
Later film, television, games and advertising inherited many of those ideas.
Sometimes archaeology corrected them.
Other images survived anyway.
The classic horned Viking helmet remains the clearest example. Viking warriors did not routinely wear horned helmets, yet the image became so culturally successful that it still signals “Viking” instantly.
The same mechanism affects ideas about masculinity, religion, ethnicity, exploration and warfare.
Old Norse News has already examined this tension between archaeological evidence and later reinvention through its coverage of modern Viking myths and museum interpretation.
NorseMap could make that problem measurable across Europe.
Archaeology And Reception History Need Different Maps
A map of actual Viking-Age evidence might include Hedeby, Ribe, Birka, Kaupang, Dublin, York, Jelling and hundreds of other documented places.
A reception map could look completely different.
Cities without major Viking-Age archaeology might possess Viking festivals, businesses, statues or sports branding.
Other regions with strong archaeological evidence may use the Viking past relatively little in contemporary culture.
That difference is precisely what NorseMap wants to investigate.
A modern Viking-themed restaurant does not prove a Viking settlement once stood beneath it.
It proves that someone believed Viking identity could carry cultural or commercial meaning there today.
Separating those two maps could improve public understanding.
It also helps prevent heritage claims from quietly turning into claims about historical fact.
Crowdsourcing Creates Its Own Archaeological Problem
Public participation brings scale, but it also introduces bias.
People photograph what catches their attention.
Highly visible museums, souvenirs and tourist attractions may receive many submissions, while obscure local examples disappear from the dataset.
Population density and smartphone use could affect the map as well.
A cluster of iViking submissions would not automatically mean that one region possesses a stronger historical Viking legacy than another.
It may simply have more active contributors.
NorseMap’s research design acknowledges that public submissions need interpretation rather than automatic acceptance as a neutral historical sample.
The project plans to combine crowdsourced material with traditional archival research.
That second layer is critical.
Researchers can investigate when particular Viking images first appeared, how they changed and which earlier works influenced later versions.
The result should be more useful than a map of photographs alone.
Digital Mapping Could Expose Chains Of Reinvention
The most promising part of NorseMap may be its ability to connect objects that appear unrelated.
Imagine a modern Viking advertisement.
Researchers could trace its helmet shape to a film costume, the costume to an earlier illustration and the illustration to 19th-century Romantic art.
What looks like a representation of the ninth century might therefore preserve a chain of modern reinterpretation.
NorseMap’s project methodology explicitly aims to reconstruct these pathways.
The team will combine public data, archive research, digital mapping and analysis of large datasets.
AI will also assist with processing collections.
Used carefully, those tools could expose how particular Viking stereotypes travel across borders and media.
That may be more revealing than asking only whether an individual image is “accurate.”
The Project Could Change What Counts As Viking Heritage
Traditional heritage work often focuses on physical remains.
A ship burial qualifies.
A rune stone qualifies.
A fortress qualifies.
NorseMap expands the category to include what later societies built around those remains.
A novel, tourism campaign or public monument can become part of Viking heritage without itself dating to the Viking Age.
This does not place modern souvenirs on the same evidentiary level as archaeological finds.
The two answer different questions.
A sword can tell archaeologists about Viking-Age technology and burial practice.
A modern Viking logo can reveal what a 21st-century company thinks consumers associate with Vikings.
Both belong to history.
They simply belong to different historical periods.
NorseMap Could Make Viking History More Transparent
The project’s value may ultimately lie in showing readers where interpretations come from.
Viking history has accumulated layers.
At the bottom sits archaeological and textual evidence from or near the period itself.
Later medieval writers added another layer.
Early modern antiquarians added another.
Romanticism, nationalism, museum culture, cinema, television and tourism added more.
Modern audiences often encounter all of those layers simultaneously.
A Viking image can therefore feel ancient even when most of its familiar features developed centuries later.
NorseMap’s Deep Map could make those layers visible.
That would not tell Europe which version of Viking heritage it must adopt.
It could show how particular versions emerged, where they spread and what sources shaped them.
Why NorseMap Could Change Europe’s Viking Map
The project’s €2 million budget will not uncover another Viking ship.
Its target is the cultural landscape built after the ships disappeared.
From 2025 to 2030, Tom Birkett and the NorseMap team plan to combine archival research, public submissions and digital mapping to document how Viking imagery has moved through literature, art, tourism, branding and identity.
The iViking app gives the public a direct role in that process.
Its September 2026 launch makes the project newly visible, but the larger ambition stretches across five years.
If NorseMap succeeds, Europe may end up with two very different Viking maps.
One will show where Viking-Age people sailed, settled, fought, traded and buried their dead.
The other will show where later generations imagined them, marketed them, celebrated them and transformed them.
The distance between those maps could be historically important.
It may reveal why some Viking myths persist despite archaeological evidence, why particular regions emphasize different Viking identities and how an early medieval past became one of modern Europe’s most reusable historical images.
That is what makes NorseMap more than a heritage app.
It is an attempt to map not only where the Vikings went, but what Europe has made of them ever since.








