Revived Retail on Laugavegur: Persistence in the Face of Adversity
A New Dawn for Laugavegur
The pandemic-induced decline in foreign tourism has left its mark on Laugavegur, Reykjavik's bustling shopping street. Gone are the crowded shops, replaced with "Til leigu" (For Rent) signs and empty storefronts. But amidst the despair, a spark of innovation is igniting, transforming vacant spaces into creative and social havens.
As I stand before Laugavegur 51, winter's chill in the air, I find myself face-to-face with Anna de Matos, staring at a jumble of stiff, new keys. She apologizes, explaining they're newly cut for the tenant moving into the Munasafn RVK Tool Library – her brainchild.
The Tool Library was previously tucked away in an industrial basement, hidden from the world. But a prime location on Reykjavik's famous shopping street has offered it a fresh start in the heart of the tourist district – or what was once tourist-ville.
The loss of tourism has been brutal for Laugavegur's retail sector. A survey by city authorities revealed that 14% of retail properties on the street are currently empty. However, the void has not been left to gather dust. Resourceful locals have stepped up, filling the space with ventures like Anna's Tool Library.
Sæunn Ósk Unnsteinsdóttir, a project manager for the mayor's office, has a bird's-eye view of Laugavegur's retail operations. She acknowledges the hardships faced by local retail outlets but also shares stories of resilience. One such example is Hjarta Reykjavikur, a design and craft boutique which, though reliant on tourists, shifted its focus to catering to locals during the pandemic.
Hjarta Reykjavikur offered jigsaw puzzles, expanded its gallery, and required a larger space to accommodate the new offerings. Sæunn explains, "They're not just surviving, they're thriving in these trying times."
Other Laugavegur businesses have seized this opportunity to grow, too, such as Aftur, a designer of recycled clothing, Kron, a shoe store, and Kokka, a culinary equipment specialist.
But it's not just retail that's reinventing itself. Performance art is finding a new home on Laugavegur, with vacant spaces being transformed into stages for local musicians.
Rośa Birgitta Ísfeld, a Reykjavik musician, conceived Talið í Tónum, a musical advent calendar event, to bring music to the heart of the city during the winter. She secured a closed gift shop on Laugavegur and transformed it into a venue for local musicians to perform for passersby.
Support for innovative creativity in pandemic-stricken Reykjavik comes from projects like Sköpum líf í lokun, managed by Geoffrey Thor Huntingdon-Williams, the manager of cafe/bar Prikið Kaffihús. Sköpum líf í lokun offers resources for initiatives designed to stimulate the city and prevent pandemic paralysis.
One such project, happening at Laugavegur 2 – previously an Icelandic street-food hotspot – will offer a swap shop in January. Community members can bring clothes to exchange for new items.
Anna of the Tool Library muses on the transformative power of the pandemic, saying, "Covid-19 has pushed us in the right direction. Has it technically helped us? I don't know if 'help' is the word! But we are definitely pushing it forward."
John Pearson, a freelance journalist living in Reykjavik, shares his insights into this vibrant city, its spirit, and the creative individuals that drive it, even during difficult times.
- The Tool Library, previously hidden in an industrial basement, now thrives in the heart of tourist district, Laugavegur, offering a fresh start.
- Hjarta Reykjavikur, a design and craft boutique, shifted its focus during the pandemic to cater to locals and thrive amidst trying times.
- Performance art finds a new home on Laugavegur, with vacant spaces being transformed into stages for local musicians, like the musical advent calendar event, Talið í Tónum.
- Sköpum líf í lokun, managed by Geoffrey Thor Huntingdon-Williams, provides resources for initiatives designed to stimulate the city and prevent pandemic paralysis.
- Anna de Matos, the founder of the Tool Library, views the pandemic as pushing the city in the right direction, although she isn't sure if it has technically helped.
