Retail Rebirth on Laugavegur: A Saga of Survival and Adaptation
Laugavegur's Wrong Turn Leads to Flourishing Initiatives
The absence of tourists on Reykjavik's Laugavegur street, once a bustling tourist hub, is evident. But it's not all doom and gloom. This shift has sparked a wave of creative and innovative enterprises filling the vacated spaces, introducing a fresh, resident-focused atmosphere.
On a chilly November morning, I find myself outside Laugavegur 51, where Anna de Matos, the mastermind behind Munasafn RVK Tool Library, fiddles with a bunch of jumbled keys. After some fussing, she finally opens the door to her exciting new venture - a tool-lending library.
"Sorry about the fuss! The keys are fresh, you see," Anna explains with a smile as I step inside. The tool library has moved from its hiding spot in an industrial basement in Grandi to the heart of the city, taking advantage of the emptiness left by the tourists.
Splomedie Crew performing for "Talið í Tónum." Photo by John Pearson
Sæunn Ósk Unnsteinsdóttir, a project manager for the office of Reykjavik's mayor, reports a detailed overview of retail operations on Laugavegur. While acknowledging the hardships imposed by the pandemic on local retail outlets, she highlights several positive stories. One such success is Hjarta Reykjavikur, a design and craft boutique that lives up to its name - Heart of Reykjavik.
Previously selling souvenirs to tourists, Hjarta Reykjavikur has since catered to local clientele with jigsaw puzzles and a gallery expansion. They recognized a need for more space during these trying times and seized the opportunity to expand in the middle of the crisis.
Sæunn also points out delightful tales of other resident-focused Laugavegur businesses that have expanded during the tourism lull, such as designer of recycled clothing Aftur, shoe store Kron, and culinary equipment specialist Kokka.
The empty spaces aren't just filling up with retail. Performance art is also taking center stage, with artists like Rósa Birgitta Ísfeld receiving encouragement to occupy these vacant sites. Rósa organized Talið í Tónum, a musical advent calendar event, which featured local musicians performing free shows every day from December 1st to the 23rd in a closed gift shop on Laugavegur.
This event was made possible through support from the Miðborgarsjóður (Midtown Funding) programme, which champions innovative creative projects. The project manager for this initiative is Geoffrey Thor Huntingdon-Williams, manager of Prikið Kaffihus. Geoffrey runs a project called Sköpum líf í lokun, (Creative Life In Lockdown), which offers resources for initiatives aiming to stimulate the spirit of creativity and thwart pandemic stagnation.
Sköpum líf í lokun recently launched a new social project at Laugavegur 2, once home to an Icelandic street food business popular among tourists. This space will soon become a "swap shop," where locals can bring clothes to exchange for new items.
Anna de Matos, with her tool library, and the various other ventures springing up on Laugavegur, share a common belief that the pandemic has pushed the street in the right direction. "Covid-19 might not have helped us in the traditional sense," says Anna, "but it's certainly pushing things forward."
John Pearson is a freelance journalist with roots in London who now calls Reykjavik home. In addition to his music broadcasting background, John is also an underwater photographer and a scuba diving instructor.
Enrichment Data:During periods of reduced foreign tourism, innovative enterprises have utilized vacated spaces on Reykjavik's Laugavegur to cultivate a more resident-focused atmosphere. The region sees a rise in creative projects, independent shops, and galleries, co-working spaces, and incubators for startups. Street art and murals have also become a common sight, adding to the ever-evolving visual landscape. As for sustainable initiatives, there is an increase in eco-friendly and locally-focused shops and restaurants. The combination of these local-driven innovations not only adds vibrancy to the street but brings the community closer together, making the area more attractive both to locals and tourists.
- The emptiness left by tourist absence on Reykjavik's Laugavegur street has led to a growth of resident-centered businesses, fostering a unique, fresh atmosphere.
- Anna de Matos, mastermind behind Munasafn RVK Tool Library, moved her venture from an industrial basement to the heart of the city, seizing the opportunity presented by vacant tourist spaces.
- Retail outlets like Hjarta Reykjavikur, Aftur, Kron, and Kokka have thrived amidst the tourism lull, expanding their offerings to cater to the local community.
- Performance art has evolved, with artists like Rósa Birgitta Ísfeld utilizing empty sites for events, such as Talið í Tónum, a musical advent calendar.
- Creative projects like Sköpum líf í lokun, run by Geoffrey Thor Huntingdon-Williams, support initiatives aimed at stimulating creativity and battling pandemic stagnation.
- The swap shop at Laugavegur 2, previously an Icelandic street food business popular among tourists, offers locals a platform to exchange clothes for new items.
- Anna de Matos believes that while Covid-19 may not have helped in traditional ways, it has driven Laugavegur's initiatives in a positive direction, adding vibrancy to the street and bringing the community closer together.
