A New Home For Close-Up Magic

In recent years, certain parts of the world have experienced a surge in venues dedicated to close-up magic performances. While this trend has primarily taken root in the United States, its influence is already rippling outward. It has the potential to shape new global trends and redefine the future of magic.

69 Atlantic is a secret theater housed inside the flagship shop of the world-renowned Art of Play brand, founded over a decade ago by Dan and Dave Buck. The Buck twins revolutionized cardistry, making it a global phenomenon while also spearheading impactful projects like Magic Con, Cardistry Con, Art of Magic, and finally, Art of Play—a curated store celebrating objects of wonder and amazement.

Although Art of Play's focus isn't strictly magic, the idea of hosting live magic shows within the shop had long been in the air. After years of planning and design, this vision came to life as an 18-seat theater, purpose-built for an intimate and immersive experience.

Every month, 69 Atlantic showcases different one-person shows with no opening acts or resident magicians. Each performer typically delivers two shows per night over one or two consecutive weekends. Remarkably, when the venue launched, its schedule was already fully booked for six months. As Rubin explained: 

“We wanted to create a context where magicians can be perceived as artists”

New York already boasts a variety of magic shows, some featuring resident magicians, others showcasing rotating performers. 69 Atlantic, however, takes a different approach by focusing on deep, one-on-one connections between the audience and a different performer each time.

And the reception? Overwhelmingly positive. Shows consistently sell out in advance, drawing laypeople who may have little to no prior experience with magic.

Rubin and Buck emphasize that the key to their success lies in making audiences realize they are witnessing legends of magic, sparking a passion for the art form that often exceeds that of magicians themselves.

The early lineup at 69 Atlantic featured icons such as Eric Mead, Rob Zabrecky, Andrew Frost, Denis Behr, Garrett Thomas, Stuart MacLeod, Jared Kopf, and Chris Korn.

Remarkably, the theater's main draw isn't flashy advertising but word of mouth and the support of the local community—neighbors, not necessarily magicians. Front-row seats are often taken by enthusiastic laypeople eager to experience magic up close. Celebrities have shown up, too.

The goal of 69 Atlantic isn't merely to host great magic shows but to cultivate and educate an audience for magic. As Rubin put it:

"Our audience doesn’t know what kind of magic they like. But we know what we like, and they trust our taste."

This vision goes beyond entertainment; it's about cultivating an appreciation for magic. The recent success of exceptional magic shows and their venues is likely to create a ripple effect, benefiting magicians everywhere by fostering a broader and more informed audience.

The rise of close-up magic venues like 69 Atlantic is primarily a US phenomenon. However, Germany is showing signs of a similar trend, with close-up theaters gaining popularity in several cities. Such venues remain rare in most other parts of the world.

So, what's the secret to making this work around the world?

Rubin offers a simple yet profound answer:

"People need to see more magic to have a taste of what they like and what they don’t. If you only see one opera, how do you know if it was good or bad? If you give people the opportunity to experience a lot of great magic, they can form their own taste and preferences."

Rubin and Buck liken it to the classic chicken-and-egg problem: Magic fans don't exist in a vacuum; they get created through exposure to live magic.

People also need to see the types of magic they dislike in order to understand what they like and connect more deeply with the art form.

Let's not forget that 69 Atlantic and Art of Play are deeply rooted in Dan and Dave Buck's longstanding commitment to community building. Not only have they played a pivotal role in making magic and cardistry more popular and accessible, but they have also invested in fostering and nurturing a passionate magic community. This recent focus on live performances and sharing the magic of "living legends" with enthusiasts feels like the natural next step in this evolution.

As Dan Buck explained to us:

"Perhaps Dave would agree but I will speak for myself and say that I have a love-hate relationship with magic. I love the mystery, science, mechanics, theatrics; but what I don’t like is how magicians are so secretive. It’s bad business. For me, magic is about creating connections. That’s why I have always been community-focused; early on there was the Dan and Dave Forums, Magic Con and then Cardistry Con. More recently, Art of Play and 69 Atlantic in Brooklyn which have turned retail into an experience - an interactive museum, a place to play and discover magic. The only secret is a door that opens into wonder."

The rise of venues like 69 Atlantic is a sign of changing times in magic. By elevating magic to an art form and nurturing educated audiences, these spaces are paving the way for a brighter future for the craft. While this movement is still concentrated in certain regions, its success offers hope and inspiration for magicians and magic enthusiasts worldwide.

The hope is that by showing audiences what magic can be, these venues will inspire similar spaces globally, enriching the present and shaping the future of magic.

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