Retail tenacity thriving on Laugavegur: a story of revival and endurance
In the heart of Reykjavik, Laugavegur - the city's renowned shopping street - is undergoing a transformation due to dwindling foreign tourism. Empty storefronts once packed with souvenirs now display "For Rent" signs, but amidst this change, innovative ventures are flourishing.
On a cold, sunny November morning, Anna de Matos fiddles with a bunch of keys outside Laugavegur 51. Inside, the Munasafn RVK Tool Library is open for business in its new location. Anna's project allows customers to borrow tools and camping gear, moving from an industrial basement to a prime location on Laugavegur.
The shift on Laugavegur is apparent. Tourists are scarce, and vacated stores tell the tale. A city survey revealed that last month, 14% of retail properties on the street were empty, with businesses relying heavily on tourism experiencing hardship. However, the void left behind presents opportunities for locals to step in with creative solutions.
Sæunn Ósk Unnsteinsdóttir, a project manager for Reykjavik's mayor's office, underscores the challenges faced by local retailers while acknowledging positive stories. For instance, Laugavegur's design and craft boutique, Hjarta Reykjavikur, has adapted to cater to Icelandic customers with jigsaw puzzles and a gallery. By expanding their store during the tourist hiatus, the shop has seized an opportunity to flourish.
Aftur, a designer of recycled clothing, Kron, a shoe store, and culinary equipment specialist Kokka have also expanded their premises on Laugavegur. The street's creative pulse is not confined to retail either; performance art is popping up in vacant spaces, with artists like Rósa Birgitta Ísfeld bringing music to the heart of the city.
Rósa launched the Talið í Tónum, a musical advent calendar event, performed by local musicians every day from December 1st to the 23rd, for free public viewing. She found a closed gift shop on Laugavegur, rented it for the month, and received support from the city's Mídborgarsjóður (Midtown Funding) programme to bring the project to life.
Support for innovative creativity in Covid-hit Reykjavik also stems from Geoffrey Thor Huntingdon-Williams, manager of cafe/bar Prikið Kaffihús. His project, Sköpum líf í lokun, provides assistance to initiatives focused on revitalizing the city during the pandemic. In January, a swap shop will open at Laugavegur 2, a space previously occupied by an Icelandic street-food business.
Anna of the Tool Library reflects on the impact of the pandemic on Laugavegur, stating, "It's a push in the right direction… We are definitely pushing it forward." Laugavegur is adapting, evolving from a tourist mecca to a vibrant hub for locals and creative entrepreneurs, offering a diverse range of social, artistic, and retail experiences.
- Despite the empty storefronts on Laugavegur due to dwindling foreign tourism, innovative ventures like Anna de Matos' Munasafn RVK Tool Library are thriving in this new location.
- The city survey revealed that 14% of retail properties on Laugavegur were empty last month, with businesses heavily relying on tourism experiencing hardship.
- Locals are seizing opportunities to step in with creative solutions, such as Hjarta Reykjavikur's adaptation to cater to Icelandic customers with jigsaw puzzles and a gallery.
- The street's creative pulse is not limited to retail, as performance art is popping up in vacant spaces, like Rósa Birgitta Ísfeld's Talið í Tónum musical advent calendar event.
- Geoffrey Thor Huntingdon-Williams' Sköpum líf í lokun project provides assistance to initiatives focused on revitalizing the city during the pandemic, such as the upcoming swap shop opening at Laugavegur 2.
- Anna, the manager of Munasafn RVK Tool Library, views the impact of the pandemic positively, stating that it's a push in the right direction and that Laugavegur is evolving from a tourist mecca to a vibrant hub for locals and creative entrepreneurs.
