F-hubs revealed: Iceland
As foodhalls continue to develop into one of two models; flagships or the community-driven spaces we call F-hubs P-THREE is on an ongoing mission to uncover the most interesting of these around the globe. In this blog we’re focussing on Iceland, an island world renowned for adventurous travel, artic hiking and, with luck, spectacular displays of Northern Lights. Now culinary explorers have discovered Iceland’s underrated food and its foodhalls. As tasty as fermented shark might be, the menu has definitely moved on.
What appeals to me about this selection is that they effortlessly showcase the diversity of physical structures that can accommodate foodhalls/F-hubs. On the face of it there is little to connect a utilitarian former bus station, a redundant fish warehouse and a swanky, concrete new build, yet all of these venues are immensely successful. This represents a potential trap for the unwary, who might be tempted by the notion that any building will be a guaranteed foodhall hit
Tourism started to boom following the Icelandic banking crash in 2010 as the Government sought to diversify the country’s economic base. Now around two million plus tourists visit each year. All of them need feeding and satisfying their broad range of palates is an interesting challenge for the country’s hoteliers and restaurateurs. The good news is that they are wholeheartedly embracing diversified demand. This is particularly apparent in Reykjavik, where culinary reinvention is firmly on the menu in Iceland’s capital, as traditional dishes of fish and lamb now share the spotlight with contemporary offers including reindeer tartare and seaweed-inspired cocktails.
As a result, Reykjavik has quickly embraced the foodhall/F-hub concept and now a growing number can be found around the city, proving to be hugely popular with locals and tourists alike. Our favourite three venues are:
Hlemmur Foodhall The building originally housed Reykjavik’s central bus station. When the buses moved out, the city’s first foodhall moved in, and its central location means this civic property is supremely accessible. Externally, the building is manifestly utilitarian and internally, at around 550 sq m, it is small by current foodhall/F-hub standards. Perhaps it is precisely this small scale which gives imbues it with a vibrant, cosy and happening feel. The place is always crowded, with punters prepared to wait outside at peak times.
Grandi Foodhall This venue benefits from being located in a magnificently capacious, heritage style former fish warehouse right by the water in the Grandi harbour area, which has become synonymous with the city’s new restaurant scene. Here visitors are encouraged to try different dishes from several food stands, instead of picking just one meal at one restaurant. As well as food, and in true F-hub style, Grandi focuses on events, particularly the big festivals and national holidays that are celebrated in style in Reykjavík. In a neat link with the building’s past, a fresh fish market also operates on the premises.
Hafnertorg Gallery One of the most recent arrivals onto the city’s foodhall/F-hub scene is located in the Hafnertorg (Harbour Square) district. This extensive regeneration area is close to the iconic Harpa building, which houses the Iceland Symphony Orchestra. It is a classy, upscale, lifestyle destination and the foodhall has been designed to suavely match it surroundings. There is nothing rustic about this place, which instead oozes modern, shiny, new build appeal. The venue is part of a wider offering of shopping, food, wine and culture, which has attracted international brands as well as select local businesses.
What appeals to me about this selection is that they effortlessly showcase the diversity of physical structures that can accommodate foodhalls/F-hubs. On the face of it there is little to connect a utilitarian former bus station, a redundant fish warehouse and a swanky, concrete new build, yet all of these venues are immensely successful. This represents a potential trap for the unwary, who might be tempted by the notion that any building will be a guaranteed foodhall hit. They should bear two key points in mind:
Reykjavik is an emerging market where the foodhall/F-hub concept is still novel, with a limited number of established players providing low levels of competiton.
As with other cities, the reality is that only if fundamentals such as location and F&B offer are correct, will individual venues stay the course. I expect some in Reykjavik will not.
Article by Justin Taylor, Co-founder P-THREE
Photo credits: https://www.hafnartorggallery.is
