Retail Persistence along Laugavegur: A Narrative of Robust Commerce Survival
Venturing Forward on Laugavegur
The stark absence of tourists on Reykjavik's bustling shopping street, Laugavegur, has left a gaping void, with numerous businesses succumbing to closure. But this unfortunate turn of events has given birth to a wave of imaginative endeavors, brimming with creativity and resourcefulness.
As I stand outside Laugavegur 51 on a brisk, sun-kissed morning in November, Anna de Matos is meticulously fiddling with a cluster of keys, locked behind the Shop Library's window. She beckons me in, her face a mixture of apologies and excitement. "Pardon the new keys," she says, "they're a bit stiff after being freshly cut. You see, we've got a new tenant - and a new beginning for our library."
Tucked away in an industrial basement in Grandi until now, the library - Anna's brainchild - is moving to the pulsating heart of Laugavegur, its prime position a testament to the rejuvenating spirit that's breathed new life into this once tourist-crowded street.
The "For Rent" sign in the vacant shop window speaks volumes of the struggle faced by local retail outlets, crippled by the absence of foreign tourists. Last month, a city survey revealed that an alarming 14% of retail properties on Laugavegur were vacant, an undeniable testament to the pandemic's devastating impact.
But as the tide ebbs, performing its intrinsic dance, a new sense of purpose begins to flow. Resourceful locals are using the void left behind by the tourists as a canvas for their innovative ventures.
Sæunn Ósk Unnsteinsdóttir, a project manager for the office of Reykjavik's mayor, provides a comprehensive overview of the retail operations on Laugavegur. Recognizing the hardship inflicted by the pandemic on local businesses, she nevertheless highlights the inspiring tales of resilience that brighten the landscape.
One such triumphant story belongs to Hjarta Reykjavikur, a design and craft boutique that was previously reliant on tourists. Faced with dwindling sales, the store pivoted its strategy, catering to the local market with jigsaw puzzles and a gallery space within the shop. The need for a bigger space led Hjarta to relocate during the crisis, expanding their premises to accommodate their growing, homegrown clientele.
Sæunn points to other Laugavegur businesses that have seized the opportunities presented by the pandemic, exemplified by Aftur, a designer of recycled clothing, Kron, an upscale shoe store, and Kokka, a specialist in culinary equipment. In these dark times, these businesses have demonstrated remarkable resilience, flourishing amidst the turmoil.
But it's not just conventional retail that's experiencing a revival. Performance art has also found a home on Laugavegur, as artists take advantage of the shrunken tourist industry to showcase their work.
Rósa Birgitta Ísfeld, a Reykjavik musician, is a shining example of this phenomenon. Her musical advent calendar event, Talið í Tónum, brought local musicians together to perform free shows on Laugavegur from December 1st to the 23rd, adding a dash of enchantment to the wintry cityscape. Rósa rented a closed gift shop, transforming it into a stage for musical talent, a testament to the ingenuity and collaboration that define this vibrant city.
Support for innovative creativity in pandemic-hit Reykjavik doesn't stop with passionate individuals like Rósa. Géffrey Thor Huntingdon-Williams, manager of cafe/bar Priki̍d Kaffihús, is spearheading a project called Sköpum líf í lokun, which offers backing to initiatives that seek to steer the city away from paralysis and towards regeneration. Géffrey recognizes the unique ambiance and spirit that characterize Reykjavik's creative community, and he's determined to protect and nurture that essence.
A new social project at Laugavegur 2, previously occupied by an Icelandic street-food business, is the latest venture under Sköpum líf í lokun. In January, this space will be converted into a swap shop, where clothing swaps will be held, offering locals an opportunity to find new fashionable companions for their old clothes.
As Anna de Matos reflects on the impact of the pandemic on Laugavegur, her words resonate with sentiment and hope: "The pandemic has pushed us in the right direction, in my opinion. It hasn't exactly helped us, but it's certainly propelling us forward."
John Pearson, a freelance journalist from London with roots in music broadcasting, underwater photography, and scuba diving instruction, captures the essence of this transformation in his report. The spirit of adaptive reuse, sustainable initiatives, cultural and artistic ventures, and community hubs that are driving Reykjavik's flagship street through the Covid storm into uncharted, creative territories is a testament to the indomitable spirit and resilience of its people.
- The closure of numerous businesses along Reykjavik's Laugavegur due to the absence of tourists has given rise to a wave of innovative endeavors.
- Shop Library, Anna de Matos' brainchild, is moving from an industrial basement in Grandi to the heart of Laugavegur, symbolizing the revitalization of this once tourist-crowded street.
- The retail industry on Laugavegur is struggling with an alarming 14% vacancy rate, as revealed by a city survey last month.
- Resourceful locals are creatively filling the void left by tourists, turning adversity into opportunities for entrepreneurship.
- Hjarta Reykjavikur, a design and craft boutique, pivoted its strategy during the pandemic to cater to the local market and expand its premises.
- Aftur, a designer of recycled clothing, Kron, an upscale shoe store, and Kokka, a culinary equipment specialist are among the businesses that have proved resilient amidst the crisis.
- Performance art has found a home on Laugavegur, with artists taking advantage of the shrunken tourist industry to showcase their work.
- Geffrey Thor Huntingdon-Williams, manager of Prikið Kaffihús, is spearheading a project called Sköpum líf í lokun, supporting initiatives aimed at regenerating Reykjavik's creative community.
