Retail Persistence on Laugavegur: A Narrative of Commercial Tenacity
A New Lease on Laugavegur:
Sure, I'll rewrite the article for you. Here we go:
"—The Ghost of Tourism Long Gone,Welcomes a Wave of Potential"—
The lack of foreign tourism has left an eerie silence on Laugavegur, Reykjavik's vibrant shopping street. vacant storefronts can now be found alongside the iconic architecture, but don't let that fool you. These eerie spaces are blooming with fresh life.
I'm standing on a chilly November morning outside Laugavegur 51, home to Munasafn RVK Tool Library, a brand-new occupant. Anna de Matos is wrestling with a slew of stiff keys on the other side of the shop window. She flashes me a smile before disappearing to fish for more.
"Apologies, mate! These blimmin' keys are still adjusting," she explains, ushering me inside her new endeavor.
Originally tucked away in an industrial basement, Munasafn RVK Tool Library is making a bold step into the heart of tourist-ville. The library - the brainchild of Anna - permits patrons to borrow tools and items usually hoarded at home, like camping gear. A prime spot recently vacated on Laugavegur has provided the perfect opportunity to turn the library into a neighborhood center.
Empty spaces breed creativity, and Reykjavik's bustling shopping street isn't any different. Fuelled by resourceful locals and brimming with optimism, there's a newfound energy taking shape—an evolution of Laugavegur for the better.
Sæunn Ósk Unnsteinsdóttir, a project manager in the mayor's office, has had an insider view of retail operations on Laugavegur for years. "The pandemic has put a strain on many local retail businesses," she admits. "Sadly, it's led to some collapse, but there are also success stories."
One such tale is Hjarta Reykjavikur, a design and craft boutique that thrived pre-pandemic by catering to tourists. "When tourism dried up, the shop began focusing on Icelandic customers," Sæunn says. "They now offer puzzles and a gallery, necessitating a move to a larger location."
The spirit of adaptation extends beyond retail, with designers of recycled clothing like Aftur and shoe stores like Kron making their home on the revitalized shopping street. And for those craving culinary delights, Kokka, a specialist in cooking equipment, has expanded its footprint during the tourism hiatus.
The creative scene isn't the only one thriving; performance art has found new stage in Laugavegur as well. Icelandic musician Rósa Birgitta Ísfeld has transformed a forgettable gift shop into a captivating stage for Talið í Tónum, a free, daily musical show running from December 1st to the 23rd. Each show features a different local musician, providing a unique, festive experience for passersby.
The city's Miðborgarsjóður (Midtown Funding) program supports innovative creative projects such as Talið í Tónum, working in harmony with locals who eagerly seize the opportunities that vacant spaces present.
Enter Geoffrey Thor Huntingdon-Williams, manager of Prikið Kaffihús and architect of Sköpum líf í lokun (Creative Life In Lockdown). The project aims to bolster the creative community within Iceland.
"There's a special energy that attracts people to Iceland," Geoffrey explains. "An energy born from the creative minds that reside in this incredible island—an energy we cannot let fade."
As part of Sköpum líf í lokun, a thrilling new project called a "swap shop" is set to open at an address formerly occupied by an Icelandic street-food business. Patrons can bring their clothes and exchange them for something fresh and new—a collective, creative experience not to be missed.
Anna of the Tool Library reflects on the parking lot that once lined Laugavegur: "Covid-19 may have taken a toll, but it's also become a catalyst for change. A push in the right direction, if you will."
John Pearson is a freelance journalist with origins in London but a love for Reykjavik. Formerly a music broadcaster, underwater photographer, and scuba diving instructor, his reporting now delves into the heart of Reykjavik's transforming urban landscape.
With the departure of tourism, a fresh vibrancy blooms on Laugavegur.
Munasafn RVK Tool Library, a new neighborhood center, has taken residence in a previously vacant space, fostering creative adaptations among locals.
Retailers, such as Hjarta Reykjavikur and Kron, are shifting their focus to cater to domestic customers, reinventing their stores and expanding.
Performance art finds a new home on Laugavegur, with Talið í Tónum showcasing local musicians in a free, daily musical show.
Embracing innovation, the Miðborgarsjóður program and projects like Sköpum líf í lokun continue to support creative endeavors, transforming vacant spaces into thriving hubs for entrepreneurship, lifestyle, and home-and-garden ventures.