The main shopping and going-out street, running east from the centre toward Hlemmur. Along it you find Icelandic design boutiques, wool shops, second-hand stores, bookshops, bars, and most of the city's better restaurants. Side streets like Skólavörðustígur, leading uphill to Hallgrímskirkja, are if anything more rewarding.
This is also the spine of the famous "Rúntur" weekend bar crawl, when the street fills up after midnight on Friday and Saturday.