Broadway at the Beach will soon offer an immersive retail experience inspired by and to inspire the magic of reading through the whimsical worlds of fiction novels.
The Cloak and Wand, located at 1315 Celebrity Circle in Myrtle Beach, invites customers to step into a fantastical realm of folklore, legends, witchcraft and wizardry with an opening date anticipated for June 1.
The creative concept is the brainchild of Founder and CEO of Wonderlosity Ellie Greenberg.
“The obsession now with all of the electronics… For [kids] to read a book, you have to have an assignment from school in order to get them to read, which is sad. It didn’t used to be like that,” Greenberg said. “Books are more than a toy, they’re something that engage the child. They are something that the child will remember and it’s something that the parents will love their kids to have.”
The Cloak and Wand features a large selection of wands, cloaks and generic witch and wizard items in addition to the variety of memorabilia from the stories of “Harry Potter,” “Wicked,” “How to Train Your Dragon” and “Lord of the Rings.”
The Cloak and Wand invites customers into a whimsical world of witchcraft and wizardry, according to Founder and CEO of Wonderlosity Ellie Greenberg.
However, Greenberg said the heart of the experience is the family-friendly potion bar with custom sodas and hot chocolate.
“It really is designed to be very immersive for the entire family,” Greenberg said. “We don’t take ourselves too seriously, we like a good sense of humor. It really is a family friendly store. A lot of cute stuff and stuff that will really challenge your imagination.”
Outside of the books available, Greenberg said much of the retail items are experience-based and interactive.
The potions are enchanted with spells. The adoption of a magical creature is complemented with a magical ceremony and each wand illuminates a unique power once activated.
“We will ask the people to say a spell, they will have to do something and then something magical will happen. I am not going to say it – it’s got to be a surprise,” Greenberg said, adding that she is hopeful people will be intrigued to try it themselves.
