New York City Magic
Tannen's Magic Shop: The Legendary Hub of New York Illusion
New York, New York, United States
By the Wicked Cool Places editors · Published · Updated
Why it’s cool
Serving as the city's longest-running magic institution since 1925, this shop has outfitted generations of legends with everything from 'pure smoke' to classic rabbit-producing hats.
Hidden within a Herald Square office tower, there is a space where the impossible is packaged for sale. This isn't just a retail store; it is a repository of wonder that has survived nearly a century in the heart of Manhattan.
Why It Stands Out
Since , Tannen's Magic Shop has functioned as the primary supplier for the city's illusionists, from street performers to world-famous stage acts. The inventory is a dizzying array of the surreal: invisible paint, smoke effects, and the "Emperor's Orange Box" sit alongside hundreds of variations of the iconic rabbit-producing hat.
Another specialized shop in the city with a unique inventory is The Evolution Store. The shop is meticulously organized by specialty, allowing visitors to browse dedicated sections for coin manipulation, dove tricks, and even knife-based illusions.
What truly sets the experience apart is the expertise of the staff. These aren't just clerks; they are practitioners who will happily demonstrate the mechanics of a trick if you’re curious about how it looks in action.
Its current location adds another layer of history, situated just down the hall from the Flosso-Hornman-Martinka store, a legendary spot once presided over by Harry Houdini himself.
Before You Go
You can find the shop in the Herald Square neighborhood. Beyond its role as a supply house, Tannen's operates as an educational hub, hosting magic camps and professional classes for those looking to master the craft.
Whether you are a professional looking for a new deck of cards or a curious novice wanting to see a billiard ball multiply before your eyes, the shop welcomes all levels of interest. It remains a unique destination for magic enthusiasts across the Northeast.
Questions worth answering
What kind of atmosphere should we expect when we visit?
It feels like a secret tucked away in a Herald Square office building. We consider it a hidden gem because you're walking into a century of illusionist history that most people walk right past.
Is the shop only for professional magicians?
We find it welcomes everyone from beginners to stage veterans. You can buy a simple deck of cards or sign up for professional classes and magic camps if you want to get serious.
What makes the inventory here different from a standard toy store?
The shelves hold specialized gear like the Emperor's Orange Box and smoke effects. You'll find dedicated areas for everything from coin manipulation to tricks involving live doves or knives.
Where did the information for this guide originate?
We looked at Tannen's Magic Shop for the initial details and built our own editorial from there. The shop has been a Manhattan fixture since its founding in 1925.
More in Northeast
All Northeast places →
New York's Hidden Tropical Forest
New York, New York
This architectural marvel houses a soaring, twelve-story tropical ecosystem inside a steel-and-glass headquarters. It offers a humid, verdant escape where rainwater and steam sustain a thriving forest in the heart of the city.
Pier 54: The Titanic's Arrival Destination
New York, New York
This skeletal iron archway marks the spot where the Carpathia delivered Titanic's survivors and where the Lusitania began its final, tragic voyage.
MoMath - The Museum of Mathematics
New York, New York
This interactive playground turns abstract equations into tangible wonders, featuring everything from square-wheeled bicycles to immersive fractal displays that respond to your every move.