The Mr Pen puzzle toy by SOZ (£12.50) is just one of many products now available in Magma's spanky new store at 16 Earlham Street, Covent Garden

Magma, every designers’ favourite bookstore, has launched a new store in Covent Garden - just down the road from its shop at 8 Earlham Street. However, the new premises, which opened its doors for the first time on Saturday at 16 Earlhan Street, will stock – not books showcasing cool projects – but the cool projects themselves…

From stationery and cards, to home and fashion accessories, through to jewellery, games, toys, eco products and all manner of design objects such as lamps, bags and even flat-packed flip-flops, the new store will stock “anything that bears the stamp of creativity and intelligence” according to Magma founder Marc Valli. "Our shop was becoming increasingly like a kind of China-town bazar," explains Valli, "and so we wanted to purify the bookstore so it just sold books, magazines, DVDs and T-shirts. The new store just down the street will have all the other products, the emphasis, being on independent, quirky, clever, well-designed products.”

Here are a few of the products in stock at the new, book-free, shop:

Shoplifter tote bag by CITIZEN:citizen, £25

Sole Mates pop-up flip-flops by Samira Boon, £21

The Velcro-tastic Clote Key Board by Adam + Halborth, £35

For more info about products on sale at Magma, check out the Products section on the Magma website