Magma was first established in 2000 by founders Montse Prats and Marc Valli. Although they refuse the label “giftshop”, you might as well find out that this is the place where you want to buy all your quirky London souvenirs! After Prats and Valli started their own line in 2009, they now sell all kinds of original high-quality products, ranging from art prints, totes, and t-shirts to design products, games (Bird Bingo created by Prats belongs to one of Magma’s bestsellers!), and innovative stationary (such as Magma sketchbooks, The Bicycle Travel Journal, and The Street Food Journal). Of course, since the founders met while working in a bookshop, you will also find unique, unusual books here (to name a few: How to Overcome Your Childhood by The School of Life or Wobbly Sounds: A Collection of British Flexi Discs by Jonny Trunk) as well as independent magazines, such as contemporary art journal Elephant founded by Valli.