Smáralind is located in the middle of the Capital Region, Iceland. It is one of the biggest shopping malls in Iceland, with over seventy shops, restaurants and services. It contains everything from a cinema and pharmacy to a Vínbúð liquor store, candy stores and restaurants. Smáralind was opened on October 10, 2001 at 10:10 GMT. Smáralind competes with another shopping mall, Kringlan and Reykjavík's old city centre. Kringlan, Smáralind and Downtown Reykjavík are just few kilometers apart so the battle for customers is hard.