Ao Rei das Mágicas – São Paulo, Brazil - Atlas Obscura
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São Paulo, Brazil

Ao Rei das Mágicas

São Paulo's oldest magic shop has been hiding in plain sight for nearly four decades. 

Easy to miss, this discreet storefront hides its magical secrets behind a kitschy facade straight from the 1970s. Entering the doors reveals a world of magic shop wonders.

Opened nearly 40 years ago, Ao Rei das Mágicas was the first magic store of its kind in São Paulo. The store is also touted as the largest magic shop in Brazil.

Even in Brazil’s most populated city, the store is an oddity. Still, the store has spent decades supplying locally produced tricks and items that have the distinction of having a clear regional flair to them.

Upon entering, visitors are immediately confronted with mannequins wearing old terror movie costumes, shelves filled with cheesy latex halloween masks, and a bunch of toys used in pranks and practical jokes. Beyond that, the store offers all kinds of magical tools geared toward beginners and more experienced magicians alike.

Know Before You Go

The store is a short 10-minute walk from the closest metro station, Santa Cecília (on the red line).