Our emphasis in development planning

It is a challenge to create a "sense of place" in a newly developed neighborhood, for people are typically attracted to the places in towns and cities that have existed for a very long time. Such places are full of life, history, and diversity, an effect of a unique combination of buildings, architecture, vegetation and culture, which has evolved through time. Therefore, it is essential that a new neighborhood acquire its own special features and a "sense of place" that will give the neighborhood an identity to which the residents feel they belong.
 
We feel confident that we have met this challenge by taking into account the following considerations in the development of Urriðaholt:
 
•   Unforgettable cityscape : Outstanding landmarks and a great view throughout the neighborhood create an interesting and memorable environment.
•   Mixed community: In an attractive neighborhood, an important factor is a varied mix of different social groups, individuals and families, young and old. To reach this goal one can offer different types of apartments and houses so people can continue to live in the neighborhood even when their residential needs change.
•   Distinctive areas: Well-defined road spaces, squares and other public spaces contribute to a unified sense of the neighborhood.
•   Diverse businesses and land use planning: A combination of varied land-use and diverse businesses will reduce people's dependence on their cars for the performance of errands. This will also ensure a lively and active neighborhood throughout the day and evening. For cars and pedestrians alike, effective urban planning directs traffic to specific areas within the neighborhood, which facilitates people's access to attractive areas.
•   Accessibility and connectivity : In the development of new neighborhoods, one has to secure a good infrastructure for all commuters - pedestrians, cars and bicyclists – to all the neighboring communities and public spaces.
•   Building styles: Regulations on building size, types and quantity, as well as placement, take into account the overall outlook and create an appealing overview. 
 
In the master plan for Urriðaholt, 90,000 square meters have been zoned at Business Avenue with access to 3,000 parking spots. The avenue circles upwards, which gives the buildings a full view from the hillside to the north.
 
The development plan is based on two main ideas:
 
1.  Arrange the business zones around a pedestrian-friendly street in an informal environment.
2.  Reach out to nature and show her all due respect and great care.
 
A walk around the town where pedestrians take precedence over heavy traffic creates a street environment where open communication and innovative thought flow between people. This is an optimal condition for growing businesses and healthy residential areas.
 
The parking lots are situated beneath the buildings, as well at select places around Business Avenue.  Parked cars will not hinder the view or diminish the overall environmental quality.
We are considering the possibility of making available residential apartments on the upper floors in the buildings west of Business Avenue for the express purpose of combining even further commercial and residential zones of Urriðaholt. This would ensure traffic through Business Avenue at all times and secure a steady and lively business. These apartments are counted as part of the residential allocation in Urriðaholt. All of the buildings are connected to the hillsides and nature. The buildings are located so they will have the best view of the pristine and unspoiled lava field Búrfellshraun.