Moscow's mayor has ordered outdoor artists and souvenir vendors off of the Arbat promenade to make way for an antique book market. It is part of Yuri Luzhkov's plan to restore the historic street to its former glory as a literary haven.

The bustling Old Arbat has long attracted tourists in search of curios and kitsch. Buskers play for small change and fledgling portrait artists ply their wares on the pedestrian street.

But the bohemian vista is set to change drastically if city officials get their way.

They say it's time the Old Arbat stopped looking like a tacky flea market.

“After numerous complaints from Arbat residents that this street was going down-market the Moscow government took the decision to clear the streets of souvenir sellers because most of the items are downright kitsch and shoddy,” Yulia Vaidukova said, a spokeswoman for the Mayor.

The news is a blow to vendors who say their trade is vital to the street's identity.

Vladimir Kaslov's stall has been a permanent fixture on the street for 19 years. This is his only outlet for his small business making and selling Russian dolls.

With the forced eviction he says his livelihood has been destroyed.

“The news came like a bolt out of the blue. It's like working for years and then suddenly getting the sack. I feel terrible. I don't know where else to go. My business is over,” Kaslov said, who has been handed an eviction notice.

Many tourists are also disappointed by the souvenir crack-down.

“That's a silly decision because it's good for the tourist trade and tourists like to see those things in Russia,” said a holidaymaker from the United States.

The street's oldest resident, Sigurd Schmidt, says its cultural history has been obscured by the hoards of low quality souvenirs. He's pleased his campaign to restore Old Arbat's 'intelligent' look is now becoming a reality.

“These souvenir stalls don't reflect the historic spirit of the street. Tourists should be allowed to appreciate Russia's great literary culture which originated here. So with the souvenir stalls making way for a new book market we'll be reviving the book trade,” explained Schmidt.