Retail Perseverance on Laugavegur: An Exploration of Commercial Vitality
Flourishing Innovation on Laugavegur's Vacant Shops
The pandemic has left an empty void on Laugavegur, Reykjavik's iconic shopping street, as the usual parade of tourists is no more. The "For Rent" signs in the once bustling stores tell the story of struggling businesses. But amidst the void, a wave of creative and retail initiatives is blossoming, filling the empty spaces with imagination and resourcefulness.
Take a gander at Laugavegur 51 on a chilly November morning, and you'll find Anna de Matos exasperatedly fiddling with a bunch of keys. She waves, disappears, and reappears with more keys. "Sorry! These keys are new," she explains as you finally enter Munasafn RVK Tool Library, her brainchild. The keys are new because the tenant is too - today marks the library's first day in its new home.
Initially tucked away in an industrial basement in Grandi, the library struck gold with an opportunity to relocate to the heart of Laugavegur. A prime position opened up, and the library, once concealed, now stands in the epicenter of tourist-ville -- a vacuum left by the pandemic.
The recent survey by city authorities revealed that some 14 percent of retail properties on Laugavegur are empty, with those dependent on tourism taking the brunt. However, it's the resourcefulness of locals that is shining through the gloom. Innovative enterprises, like Anna's Tool Library, have stepped in to fill the void left by the absence of tourists.
Speaking with Sæunn Ósk Unnsteinsdóttir, the project manager of Reykjavik's mayor, reveals that there are also positive stories to be told amidst the hardship. One such tale is Hjarta Reykjavikur, a design and craft boutique that used to cater to tourists, selling cups with pictures of Reykjavik's old houses. But they saw the opportunity to cater to locals, offering jigsaw puzzles, and even opening a gallery in-store during the crisis. Their rebranding and expansion show just how resilient retail can be.
But it's not just retail for locals that's finding its footing in these tough times. Performance art has taken the stage on Laugavegur, with artists seizing the opportunities presented by the shrunken tourist industry. Take Rósa Birgitta Ísfeld, a local musician who took advantage of the vacancies to bring music to the heart of the city during the winter months. She conceptualized Talið í Tónum, a musical advent calendar event that featured local musicians performing pop-up shows every day from December 1st to 23rd. With the help of the city's Midtown Funding program, she turned her vision into reality.
Geoffrey Thor Huntingdon-Williams, manager of cafe/bar Prikið Kaffihús, is another proponent of creative cooperation. His project, Sköpum líf í lokun, offers support for initiatives that aim to uplift Reykjavik from pandemic paralysis. The latest addition to their roster is a swap shop set to launch at Laugavegur 2, formerly an Icelandic street food business popular with tourists.
The ingenuity and perseverance of individuals like Anna, Rósa, and Geoffrey are pioneering Laugavegur's journey through the storm of the pandemic, steering towards new creative horizons. When asked about the positive change the pandemic has sparked, Anna of the Tool Library offers her perspective: "It's a push in the right direction, in my opinion. Has Covid-19 technically helped us? I don't know if 'help' is the word! But we are definitely pushing it forward."
John Pearson is a freelance journalist, hailing from London but now living in Reykjavik. With roots in music broadcasting and a passion for underwater photography and scuba diving instruction, his keen eye captures the essence of this vibrant city.
Insights:The envelope-pushing initiatives on Laugavegur have been driven by a combination of individual vision and local collaboration. These enterprises have adapted to the situation by diversifying product offerings, focusing on local needs, embracing digital solutions, and engaging with the community.
As the dust settles on the pandemic, it may very well be that Laugavegur - and other tourist hotspots - have been forever changed, evolving into a more resilient and resourceful retail scene.
- Innovative enterprises, such as Anna de Matos' Tool Library, are filling the empty shops on Laugavegur, demonstrating a wave of creativity and resourcefulness in the retail industry.
- One such enterprise, Hjarta Reykjavikur, has rebranded and expanded during the pandemic, offering goods like jigsaw puzzles to cater to local needs, demonstrating resilience within the retail sector.
- Performance art has emerged on Laugavegur, with artists like Rósa Birgitta Ísfeld staging pop-up shows, like her musical advent calendar event Talið í Tónum, to bring art into the heart of the city.
- The ingenuity of individuals like Geoffrey Thor Huntingdon-Williams, manager of cafe/bar Prikið Kaffihús, is driving creative cooperation, like his project Sköpum líf í lokun, which supports initiatives aiming to uplift Reykjavik during the pandemic.
- The pandemic has sparked a shift in Laugavegur's retail landscape, encouraging enterprises to adapt, diversify, and focus on local needs, which, in Anna de Matos' opinion, signals a positive change and a push towards new creative horizons.
