Multi-purpose shop Magma, just opened another shop only a few doors up the road on Earlham Street in Covent Garden. Offered number 8 a mish mash of magazines, books, design products, fashion and interior, the shop on number 16 will complement its sister with new products.

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With the opening of the second shop, Magma is looking to re-launching its concept of a multi-purpose product shop. According to Magma, a shop is what those behind the counter share with their customers, it is that common experience, a series of more or less successful attempts at communicating ideas, needs, interests, passions, obsessions, dreams. The multi shop is ideal for tasteful an original presents without being too expensive. The stock ranges from stationary and cards to home and fashion accessories, jewellery, games & toys and eco-products.

The concept products are carefully selected and created by designers and artists with different backgrounds giving the products a fresh look. The main focus of the first shop will be on books, magazines, dvds and Tees and all the rest costumers can be find on the shop floor of number 16. The interior is by the hands of Julie Blum and Nikki Blustin. Environmentally friendly shelving systems are made out of treated cardboard. The floor plan can be rearranged at any time as the shelving, counter and changing-rooms come flat-packed, which can be unfolded and rebuilt easily. A more surreal looking shelving united is situated at the back of the shop.

For the future Magma would like to change shopping into a more rich and inspiring activity. If retail could be more creative it could contribute to the quality of our lives. Although Magma believes they aren’t quite there yet, the shop feeds on feedback and will try to further explore the boundaries of shopping together with its costumers.

Both Magma shops are open Monday to Saturday 10am-19pm, Sunday 12am-6pm and are situated on Earlham Street in London.