Magic Inc., Chicago’s oldest magic shop, first opened as the Ireland Magic Company, and celebrates its 100th anniversary in 2026. In the style of the classic big city magic shops, Magic Inc. has defined the magic community in Chicago. Today it is a hive for magicians and club activities. Store manager Pedro Nieves estimated that one-third of the people who walk into the shop are professional or semi-professional magicians.
Meet the Manager: Pedro Nieves
I was lucky. I got a chance to know Jay Marshall at the old shop. I was one of those guys who came when I had free time, and hung around until the shop closed. When his son Sandy and daughter-in-law Susan decided to move to a new location, it was important to them that Magic Inc. remain a professional shop, respectful of performers, answering questions, giving advice, and demonstrating magic.
We employ a staff of pro or part-time performers and writers, like Luis Carreon, Jay Collen, and Mike Kett—who bring a range of experience behind our counter.
Chicago is a great city for magic. We host the local SAM and IBM meetings in our back room. We also organize a summer camp for young magicians, and host a monthly study club—a sort of book club studying magic. Because of the popular magic theaters and clubs in the city, Chicago magicians see a lot of great magic, and it inspires them to work on new material and expand their repertoire. Chicago magicians are also avid readers, and our shop stocks the latest books. We’ve seen a resurgence in stand-up magic, not just close-up.
The market has changed. New customers come in the shop and have been buying magic online, but everything looks good online! So, with new customers, I ask about where they perform, what’s their level of expertise, and ‘What’s the last trick that you got excited about?’ That way I know what to show them.
A magic shop is a community, supporting local magicians. I learned the importance of real presentations—working to a script, developing your performance in front of audiences. That sort of experience, finding new material, getting a range of ideas and real advice about what might work best in your act, is something that happens at a good magic shop. It can’t really be replicated online.