Revived Retail Saga on Laugavegur: Celbrating Survival and Adaptation
In the bleak wake of plummeting foreign tourism, Laugavegur, Reykjavik's legendary shopping street, has become a breeding ground for ingenious social, creative, and commercial initiatives. On a crisp, sunny November morning, as I set foot on Laugavegur 51, I'm greeted by Anna de Matos fumbling with a bunch of stubborn keys. The tool library she's ushering into existence marks the first of these ventures to fill the void vacated by the absence of tourists.
The effects of the pandemic on Laugavegur are tangible. The vibrant rush of foreign visitors has vanished, leaving a trail of "To let" signs hanging from the windows of vacant shops. A report by city authorities discovered that an alarming 14 percent of retail properties on the street lie empty, with businesses heavily reliant on tourism bearing the brunt of their absence.
Yet amidst the desolation, a spark of resilience ignites. Novel enterprises like Anna's Tool Library, Sæunn Ósk Unnsteinsdóttir's design and craft boutique Hjarta Reykjavíkur, and performance art events are transforming the landscape of Laugavegur.
Reykjavik's project manager, Sæunn, oversees business liaison in the city center and paints a vivid picture of the bustling hub that once was. Despite the hardship faced by local retail outlets, she keenly points to success stories such as Aftur, Kron, and Kokka, which have seized the opportunity to expand in the absence of tourists.
Furthermore, musical events, like Rósa Birgitta Ísfeld's Talið í Tónum, have found a place in the heart of the city even in the dead of winter. Rósa, a Reykjavik-based musician, secured a closed gift shop on Laugavegur for her month-long musical advent calendar event, enticing local musicians to perform free shows for passersby.
The spirit of innovation does not stop there. Geoffrey Thor Huntingdon-Williams, manager of Prikið Kaffihus, exemplifies this through his project Sköpum líf í lokun, which offers support for initiatives aimed at invigorating the city and preserving its creative essence amidst the pandemic. One such project is a swap shop slated to open at Laugavegur 2, allowing locals to exchange clothing.
The evolution of Laugavegur under the shadow of the pandemic is a push in the right direction, according to Anna of the Tool Library. "While we may not call this 'help,' we are definitely propelling the street forward," she admits. A testament to the indomitable spirit of Reykjavik and its inhabitants, Laugavegur continues to evolve, adapting to the ever-changing landscape while preserving its unique charm.
- The decline in tourism has turned Laugavegur into a hub for innovative social, creative, and commercial initiatives, as evidenced by Anna de Matos's tool library.
- The absence of foreign tourists has left a trail of vacant shops on Laugavegur, with 14% of retail properties lying empty, according to a city report.
- remaining retail outlets on Laugavegur are witnessing a transformative period, with events like Sæunn Ósk Unnsteinsdóttir's design and craft boutique Hjarta Reykjavíkur and performance art events starting to fill the void.
- Despite the challenges faced by local retail businesses, expansion opportunities have arisen for shops such as Aftur, Kron, and Kokka on Laugavegur.
- Musical events, like Rósa Birgitta Ísfeld's Talið í Tónum, continue to thrive in Reykjavik, even during the coldest months, with local musicians performing free shows on Laugavegur.
- The spirit of entrepreneurship persists on Laugavegur, as shown by Geoffrey Thor Huntingdon-Williams's Sköpum líf í lokun project, which aims to support initiatives revitalizing the city and preserving its artistic character, such as the upcoming swap shop at Laugavegur 2.
