Retail Resurgence on Laugavegur: An Examination of Adaptability in Commerce
In the heart of Reykjavik, the once bustling Laugavegur shopping street has undergone a remarkable transformation during the pandemic-induced tourism lull. The quieter environment has provided fertile ground for innovative social, creative, and retail initiatives to flourish.
- Pop-up and Experimental Spaces
Musician Rósa Birgitta Ísfeld has seized the opportunity to organise a musical advent calendar event called Talið í Tónum. Each day from the 1st to the 23rd of December, local musicians will create a pop-up show in a previously vacant gift shop on Laugavegur, performing free for the public.
- Community-Focused Initiatives
The Munasafn RVK Tool Library, a staple in the city's DIY scene, has opened a new location on Laugavegur. John Pearson, a freelance journalist living in Reykjavik, is covering the events unfolding on the street. The Tool Library enables people to borrow tools and camping gear, fostering a sense of community and creativity.
- Cross-disciplinary Creative Hubs
Aftur, a designer of recycled clothing, and Hjarta Reykjavikur, a design and craft boutique, have both expanded during the tourism hiatus. These establishments, along with other creative ventures, have turned vacant spaces into cross-disciplinary creative hubs, combining retail with arts and social engagement.
- Sustainable and Local Business Models
The downturn in international visitors has prompted a shift towards sustainability and locally sourced products. Businesses such as Kron, a shoe store, and Kokka, a culinary equipment specialist, have expanded their premises, emphasising Icelandic craftsmanship and authenticity to cater more to residents.
- Reimagining Public Space and Experience
Some initiatives have taken the opportunity to rethink the public and retail experience, incorporating more outdoor seating, green spaces, and pedestrian-friendly zones. These changes aim to enhance the livability and attractiveness of the street for both locals and visitors once tourism resumes.
The new social project at Laugavegur 2, scheduled to start in January, is a swap shop, where clothes can be brought in and swapped for other clothes. Geoffrey Thor Huntingdon-Williams, manager of cafe/bar Prikið Kaffihús, is running the project, ushering in a new era of community-driven initiatives on the street.
Anna from the Tool Library believes that the pandemic has pushed Laugavegur in the right direction towards evolution. Although some 14 percent of retail properties on Laugavegur were empty last month, the vibrant transformation taking place suggests a resilient and adaptable spirit among the city's businesses.
Rósa received support from the city's Miðborgarsjóður (Midtown Funding) programme for the event, reflecting the local government's commitment to fostering creativity and community during these challenging times. As Laugavegur continues to evolve, it serves as a testament to the power of innovation, adaptability, and the indomitable spirit of Reykjavik's creative community.
- Musician Rósa Birgitta Ísfeld, taking advantage of the quieter environment, has organized a musical advent calendar event named Talið í Tónum on Laugavegur shopping street.
- John Pearson, a freelance journalist in Reykjavik, is covering the innovative initiatives unfolding on Laugavegur, including the recent opening of The Munasafn RVK Tool Library, a community-focused space offering tools and camping gear rental.
- Aftur, a recycled clothing designer, and Hjarta Reykjavikur, a design and craft boutique, have expanded into cross-disciplinary creative hubs that combine retail with arts and social engagement on Laugavegur.
- Kron and Kokka, businesses specializing in Icelandic shoes and culinary equipment, have emphasized local craftsmanship and authenticity by expanding their premises to cater better to residents.
- In an effort to reimagine the public space and experience, some initiatives on Laugavegur have incorporated more outdoor seating, green spaces, and pedestrian-friendly zones, aiming to enhance the street's livability and attractiveness for both locals and visitors in the post-pandemic era.
