In an interview with The Harvard Crimson, the store’s owner, Melissa Fetter, revealed the inspiration behind its design: “I worked with wonderful architects, local architects - Pauli & Uribe Associate Architects - and an interior designer named Cathy Kincaid, and then I have a great passion for aesthetics and interiors,” said Fetter. It indeed feels like entering a new world, engineered to entice. Walking in that door from the street was pleasantly delightful,” Aitken said. “It’s so cute!” said Stone.Īitken compared entering the store to “an ‘Alice in Wonderland’ experience. Two customers browsing amongst the shelves, Nikki Stone and Kass Aitken, commented on their experience in the store. The magical qualities of the store were apparent to its visitors. Nearby, a small child-sized door with a gold knocker invites young visitors to walk through and peruse the books. Beside the fire, tiny chairs surround a miniature tea set. A tiny squirrel - Paige, the store’s mascot - sits in the conductor’s car. A gleaming red button rests on the wall with the words “PRESS ME.” When one obliges, a steam engine whistles to life and appears atop the bookshelves. The third floor, dedicated to children and young adult readers, seems to draw the most attention from visitors. Scattered throughout the store are small chairs that invite patrons to sit and start a book. Fresh flowers adorn the mantle of a crackling fireplace. Towering bookcases painted in pale blue line the walls and tables display catered selections of novels. The first and second floors give the impression of being a tailored apartment more than a retail space. It’s clear that every inch of the space was meticulously designed. Children inspected the books, patrons chatted with the staff, and many posed for selfies in front of photogenic displays. Only one hour after opening, the store was abuzz with customers exploring its nooks and crannies. A visit to the bookstore on its opening day revealed that it seeks to be more than just a regular business, curated and decorated with magic in mind. It is the first new bookstore to open in the neighborhood in nearly 30 years. 30, Beacon Hill Books and Cafe opened on Boston’s famed Charles Street.
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