Retail Tenacity in Laugavegur: A Narrative of Survival and Adaptation
In the wake of a significant decline in foreign tourism, Laugavegur, Reykjavik's iconic shopping street, has undergone a remarkable transformation. Empty retail spaces have been repurposed as platforms for local design, art, and community engagement, fostering a vibrant creative hub that caters more to locals and the creative industries.
One shining example of this evolution is SPARK Design Space, Reykjavik’s only design gallery focused on local initiatives and collaboration between designers and other professions. This venue, which hosts rotating exhibitions, showcases exceptional design projects and stocks the gallery shop with unique local products, supporting Icelandic creativity despite reduced tourist footfall[1].
This adaptive reuse of vacated premises signifies a shift from purely commercial retail towards creative hubs, promoting community interaction and showcasing Icelandic culture and craftsmanship. These initiatives help maintain the street's cultural relevance and economic activity, as they cater more to locals and creative industries rather than relying solely on foreign tourism.
While detailed accounts of other social projects on Laugavegur post-tourism decline are limited in the current search results, the example of SPARK Design Space illustrates a broader trend of leveraging vacated shops for artistic exhibitions and social collaboration spaces that invigorate the local creative economy and urban life[1].
Other establishments, such as Hjarta Reykjavikur, a design and craft boutique, have also expanded during the tourism hiatus, starting to cater to Icelandic people with jigsaw puzzles and opening a gallery in the shop[2]. Aftur, a designer of recycled clothing, and Kron, a shoe store, have also expanded their premises[3].
The Munasafn RVK Tool Library, which allows people to borrow tools and camping gear, has opened its new location on Laugavegur. Previously hidden away in an industrial basement in Grandi, the Tool Library's new location is in a prime position that recently vacated on Reykjavik's shopping street[5].
Reykjavik musician Rósa Birgitta Ísfeld has organised a musical advent calendar event called Talið í Tónum, featuring local musicians performing free shows from December 1st to 23rd in a vacated gift shop on Laugavegur[6]. Geoffrey Thor Huntingdon-Williams, manager of cafe/bar Prikið Kaffihús, runs a project called Sköpum líf í lokun, which supports creative initiatives aimed at preventing pandemic paralysis in Reykjavik[4].
It is important to note that businesses chiefly dependent on tourists have been hit heavily by their absence, with some 14 percent of retail properties on Laugavegur currently empty due to reduced foreign tourism[7]. However, the resilience and innovation of the local community are evident in the flourishing of creative initiatives on Laugavegur, offering a glimpse of hope and a reimagining of commercial spaces into creative platforms that support local design talent and community cohesion.
References: 1. Source 1 2. Source 2 3. Source 3 4. Source 4 5. Source 5 6. Source 6 7. Source 7
- The transformation of Laugavegur, Reykjavik's famous shopping street, has resulted in local design and art exhibitions, creating a destination catering more to locals and the creative industries.
- SPARK Design Space, Reykjavik’s only design gallery, showcases Icelandic creativity and unique local products, as well as hosting rotating exhibitions, despite the reduced foreign tourist footfall.
- Other establishments, like Hjarta Reykjavikur and Aftur, have expanded their presence during the tourism hiatus, aiming to cater to more locals with distinct Icelandic items and experiences.
- The Munasafn RVK Tool Library, previously in an industrial basement, has moved to a prime location on Laugavegur, offering people a chance to borrow tools and camping gear.
- Reykjavik musician Rósa Birgitta Ísfeld has organized a musical advent calendar event, Talið í Tónum, featuring local musicians performing free shows in a vacated gift shop on Laugavegur, further showcasing the creative community's resilience and innovation.
(References: 1, 2, 3, 5, 6)
