However, the new premises, which opened earlier this month at 16 Earlham Street WC2, will stock not books showcasing cool projects, but some of the cool projects themselves.
From stationery and cards, to home and fashion accessories, through to jewellery, badges, games, toys, eco-products and all manner of lamps, bags and even flat-packed flip-flops, the new store will stock “anything that bears the stamp of creativity and intelligence”, according Magma co-founder, Marc Valli.
“Our shop at number 8 was becoming increasingly like a kind of Chinatown bazaar,” explains Valli, “and so we wanted to purify the bookstore so it just sold books, magazines, DVDs and T-shirts. The new store will have all the other items, the emphasis being on independent, quirky, clever, well-designed products.”
Visitors to the shop will notice that all the shop fittings, including all shelving and even the counter itself, are made from corrugated cardboard and have been designed specially for the store by architects Julie Blum and Nikki Blustin and produced by packaging company SCA.
To find out more about the products on sale in the new Magma store, visit the Products section at www.magmabooks.com