Interview: Magic, Inc. and Jay Collen - A Slice of Everyday Enchantment - Page 2

First thing you’ll notice once you’re inside are warm red walls and green trimmed shelves, the glass cases flanking the walls, but make sure you look up at the ceiling, where hearts, spades, clubs, and diamonds form a constellation overhead. Dead center and behind the register is an alcove leading to a back room crammed with books, memorabilia, and a mesmerizing stack of bowler hats. I think there’s one with my name on it.

The walls are papered with posters of names you’d expect — Houdini at the Empire Theater and an elegant deco-style one of inimitable Blackstone. Keep looking and you’ll see ones touting gigs of lesser known practitioners such as Stanfield, Master Magician, Professor Anderson at the Standard, and my personal favorite, one of an Alfred P. Soll, perhaps from the '30s, wearing a gaucho hat, striking an oh-so mysterious pose. Black and white photographs from the past occupy the space in between — men in tuxedos, men in turbans, men dressed in exotic garb from a fantasy Eastern realm — artists who defied logic, entertained the hell out of people, and looked elegant to boot while pulling it off.

Chock full display cases beckon you to come close to check out the booklets, with titles such as Hot Canary, Mismaid Girl, and Conjuring con Carney. And the tricks! Shelf after shelf, item after item, there’s a universe to choose from, whether you’re a first timer or talented veteran. I spied Morrisey cups, Indian cups with those little disappearing balls of my childhood, playing cards, including one with the interesting moniker of “Stripper Deck.” Don’t miss the color-changing knives, the “Stainless Steel Black Appearing Cane Maintenance Free.” You can have a demonstration, buy ‘em, and I’d encourage you to do just that, but beware — this kind of fun is habit-forming.

I made sure I attended the store's Harry Potter book release party this last week. To fully appreciate the spectacle, Magic, Inc. is about half the size of your average Starbucks, and from 10 PM to 2AM, the interior was packed like the sardine cliche, with the crowd spilling out onto Lincoln Avenue. Muggles of all ages were in full force, and staff wizards held court. The prestidigitation was led by Sandy himself, who was able to disarm even the most blasé adolescent girls, reducing a pair of Potterite ingenues into wide-eyed, beaming fans. Trick after trick was performed tirelessly to ever-rotating throngs throughout the store and even out on the sidewalk.

More amazing to me was the composition of the crowd itself. Besides the requisite Hogwarts students and masters of the occult arts, I spied plainclothes detectives (off-duty, of course) chatting up both soccer moms in J. Crew togs and old school punks wearing torn Black Flag tees, goths with kohl-rimmed eyes, bone piercings in each ear, and full sleeves of ink on each arm, keeping company with middle-aged men wearing Dockers, white, starched, button-down shirts and paisley bow ties. That, friends, is not magical, it's miraculous.

I’d be remiss if I didn’t give you more of the history Magic, Inc. offers the soul, so allow me to offer a Cliff Notes version of its story. The store's "parent" was The Ireland Magic Co., established in 1926 by Laurie Ireland. For many years it was located in The Loop at 109 N. Dearborn Street. It became incorporated in 1963 as Magic, Inc. under Jay and Frances Marshall and a second location was opened at 5082 N. Lincoln Avenue. The two stores ran concurrently for a few years, but the shop in the Loop was closed, and everything was moved to the Lincoln Avenue store which became America’s premiere magic shop. Magicians from around the world (past and present) — David Copperfield, Channing Pollack, Dai Vernon, Charlie Miller, Penn & Teller, Mac King, Lance Burton, David Blaine — have all shopped at Magic Inc., voted “one of the eight quirkiest sights in Chicago” by WHERE Magazine, and the truth is it’s a singular treat that should not be missed.

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Article Author: Lisa Alvarado

Lisa Alvarado is a poet, novelist, and performance artist. She is the author of The Housekeeper's Diary, Reclamo, and Sister Chicas. In 2007, Sister Chicas was the 2nd place winner of the Mariposa/International Latino Book Award for Best 1st Novel in English. …

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Article comments

  • 1 - magoRicardo.com

    Oct 10, 2007 at 9:17 pm

    it is great to see an article written by someone outside magic, we take many things for granted when we are magicians that we loose a sight of the wonderful effect that has on others, thank you for this wonderful article. Ricardo

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