Magma Clerkenwell


What is a shop? It 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.

We think that there is something extremely rich and dynamic in the notion that people, all kinds of people, from all kinds of backgrounds, are walking through our doors on a daily basis, looking for something, not always sure as to what they are looking for. More often than not, these people are more knowledgeable with regards to their areas of interest than we are, or could ever hope to be. And this keeps us going. A shop feeds on feedback. It thrives on people's responses, on their enthusiasm and their frustration, on their ideas of what is good or bad, on what they buy and what they don't buy. A shop is unthinkable without that highly stimulating flow.

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