The Heart of Reykjavik is a family run gift shop founded in 2019 by artist Jóhann Ludwig Torfason and is run by him and his wife Ragnhildur Jóhanns. Jóhann draws houses from the city center and designs and makes the products him self in a small workshop in the store it self at Laugavegur 12b, you can find mugs, puzzles, coasters and posters among other things in the store.