By day, The Art of Play curiosity shop is a typical Brooklyn small business, brimming with collectibles, games, home goods, and other fun finds.
By night, things change. The outpost morphs into a small, intimate theater — 69 Atlantic — with some of the most mind-blowing sleight of hand artistry you’ll ever witness. (Even David Blaine can attest to this.)
The store’s owner, Adam Rubin, says that his business partners — twin brothers and sleight of hand practitioners, Dan and David Buck — specialize in design-focused cardistry, and upon a move to Kings County, the group was in agreement that a brick and mortar was a necessity. Thus, the store and hidden theater concepts were born.
“I’d always wanted to open a physical store,” Adam confesses. “It just seemed so romantic — like the candy store in Willy Wonka or like the wand shop in Harry Potter — a place you can go to discover these magical things.”
Inside the Art of Play curiosity shop & 69 Atlantic
And magic it delivers: kaleidoscopes, playing cards, bespoke jigsaw puzzles, and other unique items make the shop a perfect place to venture for gifts or a treat-yourself moment.
Easter eggs are hidden all throughout the store, and even the shop’s regular visitors have yet to spot them all. There’s truly curiosity in every corner: the merchandise, decor, and mission.
“In my experience, the best possible reaction [to the inexplicable] is to let it wash over you with wonder and remind yourself that the world is a magical place,” Adams adds. “We don’t really understand what’s going on, and that’s OK.”
This is certainly a mindset that the business, which has been open since October 2024, has taken into consideration with its live offerings, a.k.a. 69 Atlantic. At night, its magic shows offer global talent in a 26-seat theater on a weekly basis, leaving people scratching their heads, wondering what exactly they just witnessed.
“One thing I always like to distinguish is that nothing in the Art of Play curiosity shop has a trick,” Adam says. “Though some of things are very magical or surprising or you don’t understand — there’s no trick.”
The “village vanguard for magic” has become the ultimate place for curious minds and creatives to gather, explore, and try to unravel what exactly is going on (in the best way possible). Adam describes it as a “nexus for magic, design, and wonder,” so why wouldn’t you want to take a sneak peek? Just don’t expect to have everything figured out by the time you leave.
“The surprise and the mystery is inherit to the performance,” Adam adds. “It’s an emotional journey, and I kind of feel like the less you know the better. It’s just so rare to experience a wonderful surprise.”
When will we see you there?
🛍️ Art of Play
📍 69 Atlantic Ave, Brooklyn