Laugavegur and Rainbow Street: Shopping, Street Art

Laugavegur is Reykjavik's main shopping street. It's crowded, touristy, and yes, it has chain stores. But it also has genuinely interesting independent shops, and the surrounding streets have some of Iceland's best street art. If you approach it right, Laugavegur is actually interesting rather than just a shopping thoroughfare.

Laugavegur Itself

What it is: A half-kilometer pedestrian street running from downtown toward the residential neighborhoods. Shops line both sides: chains (H&M, Zara) mixed with independent Icelandic boutiques, cafes, and galleries.

The vibe: Busy, especially summer midday. Locals shop here, tourists shop here, it's the commercial heart of Reykjavik. It feels authentic because it is—it's where Icelanders actually buy clothes and gifts.

What's actually worth shopping: Forget the chains. Focus on Icelandic brands and independent shops:

• 66°North: Icelandic clothing brand, known for quality outdoor wear and knitwear
• Geysir: Icelandic design, focusing on textiles and interior objects
• Kirsuberjó: Vintage and contemporary Icelandic fashion
• Various bookshops: Iceland has a strong publishing culture; bookshops stock beautiful Icelandic photography and design books

The cafes: Cafes line Laugavegur. They're touristy and expensive (coffee 1,500 ISK, roughly £9), but they're good places to sit, watch people, and take a break. Nothing particularly Iceland-specific, but useful for rest.

Time to walk it: 20–30 minutes if you're not stopping. 1–2 hours if you're actually shopping.

The Street Art: Where It Actually Is

Laugavegur itself doesn't have major street art. But the parallel streets (Skolavörðustígur, Laufásvegur, and surrounding neighborhoods) are covered with murals, stencil work, and graffiti art.

Best street art locations:

Skolavörðustígur: The street running downhill from Hallgrímskirkja has several pieces. The art is more curated here—less chaotic graffiti, more intentional murals.

Laugavegur side streets: Turn left or right off Laugavegur onto smaller streets. They're covered with work. The style is Icelandic graffiti—bold, colorful, often character-based rather than abstract.

The "art quarter" (around 101 postcode): This is where most street art is concentrated. The area is deliberately supporting artists, meaning new pieces appear regularly.

Banksy-ish work: A few well-known international street artists have pieces in Reykjavik, though less than you'd see in London or Berlin. When you find them, they're clearly marked by crowds and photo opportunities.

Street Art Specifics

The style: Icelandic street art tends toward character-based murals with personality. Less abstract, more illustrative. You'll see fantastic line work, bold color, and designs that tell stories.

The respect: Street art is genuinely respected in Reykjavik. Artists aren't immediately painted over. There's an understanding that this is legitimate urban culture.

Photography: Street art photography is expected and encouraged. Shoot from multiple angles, different times of day.

Walking a street art route: Start at Hallgrímskirkja, walk down Skolavörðustígur, turn right onto Laugavegur, then explore the side streets. You'll see most of the notable pieces.

Practical Shopping Tips

Prices: Everything in Reykjavik is expensive. Clothes at Icelandic boutiques run 8,000–20,000 ISK (£48–120) for basics. International brands are similarly priced.

Sales: Winter sales (January) and summer clearance (August) offer discounts, sometimes significant. Plan shopping for these times if budget matters.

Icelandic souvenirs: Wool sweaters and blankets are quality and expensive (12,000–25,000 ISK, £72–150). They're beautiful and genuinely warm. Worth the money if you want something substantial.

Tax refund: Non-EU residents can claim VAT refunds on purchases over 6,000 ISK. Ask at the shop for a tax refund form. You claim it at the airport.

Bookshops: Icelandic photography and design books are genuinely stunning. They're expensive (5,000–15,000 ISK, £30–90), but they make excellent souvenirs.

Alternative to Laugavegur: Older Neighborhoods

If Laugavegur feels too touristy, explore the smaller streets nearby. You'll find independent shops, vintage stores, and cafes that feel more local. Less crowded, more character.

Common Mistakes

Mistake 1: Trying to shop for specific items. Unless you're shopping for Icelandic brands or souvenirs, wait until you're home. Prices are 20–30% higher than comparable items elsewhere in Europe.

Mistake 2: Expecting chain store deals. H&M in Reykjavik is the same price as H&M anywhere. You're not saving money.

Mistake 3: Missing the street art by staying on Laugavegur. The real art is on the side streets. Explore.

Mistake 4: Rushing through. Laugavegur is better experienced slowly, with detours into side streets and unexpected cafes.

The Honest Assessment

Laugavegur is worth an hour of your time, mainly for the street art and independent shops. The main street itself is standard commercial, but it's the jumping-off point for more interesting areas. The surrounding neighborhoods and street art are what make this area worth visiting.

If you're not interested in shopping, focus on street art photography. If you are interested in shopping, prioritize Icelandic brands and vintage shops over chains.

Media Notes:

1. Laugavegur daytime pedestrian street – Alt: "Busy shopping street with tourists and locals, shops on both sides, colorful storefronts" | Caption: "Laugavegur is Reykjavik's commercial heart and a legitimate cultural gathering spot."
2. Street art mural on side street – Alt: "Large, colorful character-based mural on building wall, bold lines and bright colors" | Caption: "Street art covers Reykjavik's side streets, with unique Icelandic character and style."
3. Rainbow-painted building – Alt: "Building facade painted in rainbow colors, geometric patterns" | Caption: "Reykjavik's street art ranges from character-based to geometric and abstract."
4. Icelandic wool sweaters in shop window – Alt: "Display of traditional Icelandic wool sweaters and knitwear, patterns visible" | Caption: "Icelandic wool is expensive but genuinely beautiful—a legitimate quality souvenir."
5. Street art detail close-up – Alt: "Detail of intricate line work and color in graffiti mural, artistic technique visible" | Caption: "Icelandic street artists are skilled; the line work and detail are impressive."