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.
