Masterplan Smáralind Mall

Smáralind Mall is a shopping mall, just outside of Reykjavik. During the last decade, the way we shop and our perception of the streets and the city changed dramatically. On the internet, shops are becoming increasingly standardized and interchangeable, while physical appearances are turned into authentic and experience-driven boutiques. These trends come together in the development strategy for Smáralind Mall. The urban context of Smáralind Mall is being transformed from a classic mall typology (autonomous stand-alone building surrounded by a sea of parking) into an exciting urban hybrid. A shopping center that grants car-visitors a top entry experience that lives up to the lavish interior of the mall.