Revived Retail on Laugavegur: Emblem of Commercial Tenacity
A Change in the Landscape
The absence of tourists on Laugavegur, Reykjavik's renowned shopping street, is palpable. Empty shops with "For Lease" signs and bare windows tell the tale of tourism's decline. Last month, city authorities found that almost 14% of retail properties on the street were vacant, heavily impacting businesses dependent on foreign tourists.
Yet, amid this change, local ingenuity thrives, transforming vacant spaces into vibrant hubs of social, creative, and retail endeavors.
Take, for instance, Anna de Matos, who fiddles with keys on a cold November day outside Laugavegur 51, opening the doors to Reykjavik's freshest tool library. The new business, fortunately relocated to the heart of Reykjavik's tourist-ville, allows locals to borrow tools and equipment, fostering a shared resourcefulness.
While the decline of tourism presents challenges, it has also spurred an exciting era of adaptation and reinventing the street's purpose. Sæunn Ósk Unnsteinsdóttir, a project manager in Reykjavik's mayor's office, has seen firsthand the creativity blossoming amid the upheaval.
She points to Hjarta Reykjavikur, a Laugavegur design and craft boutique, which had previously relied on foreign tourism. But when the pandemic hit, the shop pivoted by selling local products and hosting a gallery in-store. They even expanded their location during the crisis!
Sæunn recounts other resident-focused businesses that have seized opportunities during this period of tourism stagnation: Aftur, Kron, and Kokka, all designer and retail ventures that expanded their premises on Laugavegur.
It's not just retail for locals that's finding a way to thrive in the new normal. Performance art is also finding its place on Laugavegur, as artists capitalize on vacated spaces left by a shrinking tourist industry.
Musician Rósa Birgitta Ísfeld, for instance, took advantage of a closed gift shop on Laugavegur to host Talið í Tónum, a 23-day musical advent calendar. Local musicians performed free shows every day, bringing music to the heart of the city during the cold winter months.
Civic cooperation and innovative creative projects are integral elements in guiding Laugavegur through the pandemic storm and into new, creative waters. Sköpum líf í lokun, a project run by Geoffrey Thor Huntingdon-Williams, manager of Prikið Kaffihus, supports initiatives that revitalize the city and preserve its spirit.
This project, along with others, continues to shape Laugavegur's future, embracing change and fostering a sense of community in the face of adversity. So, does Anna of the Tool Library believe that the pandemic has led to positive changes on Laugavegur?
She nods thoughtfully. "It's a push in the right direction, in my opinion. Covid-19 didn't exactly help us, but we are definitely pushing it forward."
As a freelance journalist, John Pearson has spent time in both London and Reykjavik. His background in music broadcasting, underwater photography, and scuba diving instruction, combined with his deep roots in London, allow him to present stories from a unique perspective.
Possible Adaptations:
- Garden Spaces: Vacant storefronts could be transformed into lush, urban gardens, creating green spaces for residents to enjoy.
- Pop-up Markets: With the rise of local retail, pop-up markets featuring handmade goods or local products could add a festive atmosphere to Laugavegur.
- Community Workshops: Empty spaces can serve as creative workshops for locals to develop new skills and connect with their community.
- Al fresco Dining: Restaurants might adapt by creating outdoor dining areas, making the most of the city's temperate climate and captivating scenery.
- Artistic Showcases: As performance art continues to flourish on Laugavegur, closed spaces could be repurposed for art installations or exhibitions, attracting both locals and tourists.
- Esoteric Ventures: With a boost in creative entrepreneurship, one might witness unique businesses like tarot reading salons, astrology consultations, or even a speakeasy hidden in a secret corner of a building.
- The vacant storefronts on Laugavegur could be repurposed into urban gardens, providing residents with lush green spaces to enjoy.
- As local retail flourishes, pop-up markets featuring handmade goods or local products could add a festive ambiance to Laugavegur.
- Empty spaces can be utilized as creative workshops for locals to learn new skills and foster community connections.
- Restaurants might adapt by creating al fresco dining areas, leveraging the city's temperate climate and captivating scenery.
- Repurposed spaces could serve as artistic showcases for installations, exhibitions, or even esoteric ventures like tarot reading salons, astrology consultations, or speakeasies, attracting both locals and tourists.
Additionally, these adaptations could boost the local business industry, mitigating the impact of declining tourism on the retail sector. Embracing entrepreneurship and lifestyle changes, such as home-and-garden projects or addressing the need for financial and lifestyle diversity, could contribute to the overall revitalization of Laugavegur.
