The Magic Apple is just a 15-minute drive from The Magic Castle, located in an inconspicuous strip mall on the second floor. Most people don’t notice it, but over the last decade, it’s become a center for Los Angeles magicians, a busy, slightly disorganized shop with glass counters of tricks, books in the far room and a continual parade of cardboard boxes being delivered and opened. Its owner and manager is Brent Geris.
The Magic Apple
11390 Ventura Blvd, Studio City, CA
Meet Brent Geris
“We started in August of 2003 as a teacher’s supply company. My wife is a teacher, and we realized there should be a market for that sort of store in this area. I originally put a small corner in the back for a few magic tricks, because that’s always been my hobby. But selling teachers’ supplies is a tough business. The teachers don’t have much money to spend, and they only buy those supplies at the beginning of the school year. We gradually phased out those supplies and added more magic.
We get called for various Hollywood projects. If someone wants a magic trick in a television show or a movie, they contact us. I love working on those projects, selecting the material that works best and then teaching the actors. We have a couple of illusions here that we rent out for set dressing or for some shows. Because we’re so close to The Magic Castle, we end up getting emergency calls if something breaks, or if a performer needs Flash Paper. I’m on a committee at the Castle, so we support the club and we offer a 10-percent discount for AMA Members. We have a room with a small stage for lectures, and we try to offer a lecture once a month.”