BY CAROLE ROSNER
“Mentors and memories are found here,” said Jason England, one of the world’s top card technicians in magic and gambling, about The Magic Apple in Studio City. There are also swirling plates, red sponge balls, magic wands, Bicycle playing cards, pure silk scarves, how-to-books and videos, and a whole lot of Hocus-Pocus and Abracadabras at the last remaining magic store in Southern California.
Magic Castle magician Brent Geris opened The Magic Apple in August 2003 with plans to sell educational supplies and magic tricks. The alphabet flash cards and math workbooks were soon replaced by top of the line poker supplies (clay chips and casino- type playing cards) which made way to what The Magic Apple is today—a store for everyone from “eight to eighty” that is interested in magic.
Brent Geris, owner. Photos: Carole Rosner
Although there are many magic stores on-line, The Magic Apple offers the customer a hands-on experience, oftentimes with world famous magicians. Because of the store’s proximity to the Magic Castle, many professional entertainers come to the shop to share tricks, talk and teach.
“The Internet killed magic shops,” Jason England continued. “Brent can help people to understand when they are ready to learn a new trick or to move up to a harder one. He encourages people to hang out. There’s always a soda and a smile here.”
Cosmo Solano, professional magician, said, “I’ve been doing magic for 20 years and this is one of the only real magic shops left in the country. The experience is much better in person.”
Gags and tricks.
Gag items (shocking pens, whoopie cushions, double headed nickels), magic kits and beginning magic books are very popular at The Magic Apple, as well as the best selling and reasonably priced card trick, “Welded” ($14.95). This trick involves an audience member tearing off four edges of four playing cards. The pieces (one of each suit) are then shown to the audience one at a time and the torn pieces are clipped together. A flame from a lighter welds the edges of the cards together to create one card with the four different suits. The trick includes everything you need to stump your audience.
Most expensive and amazing trick "Revelation" $249.
One of the most expensive tricks The Magic Apple offers is called “Revelation.” It sells for $249 and per Brent, it is used as a show “closer”. A member of the audience draws a picture of (any) playing card on a piece of paper and then the magician finds that actual card inside an envelope which has been in plain sight the entire time.
In addition to performing at The Magic Castle a few times a year, Brent and his staff are available for private parties and magic lessons.
Magic wands.
From the “Soapy Suds Trick” for the novice to the “Jumping Card Bag” for the more advanced, The Magic Apple has everything you need to bring a little magic into your life.
The Magic Apple 11390 Ventura Blvd # 2 (upstairs)
Studio City, CA 91604-3152 (818) 508-9921 Open: Monday- Friday 11.00am-7:00pm, Saturdays and Sundays 11:00am-6:00pm
More tricks.
www.earthslargestmagicshop.com
Carole Rosner is a native Valley Girl who has lived in Studio City for the past 11 years. She is a strong supporter of her local public schools and an active volunteer in her neighborhood. Some of her favorite things to do in Studio City are to celebrate 4th of July at CBS Radford, walk along Ventura Blvd. and browse through the racks at Crossroads Trading Company.
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