Sail into the mystic! A new immersive experience is set to drop anchor in Myrtle Beach, promising to cast a spell on visitors.
The Cloak and Wand, owned by Ellie Greenberg, will open at Broadway at the Beach this summer, marking the brand’s third location and expanding its footprint beyond Connecticut and Pennsylvania.
“We started our expansion last year. We looked at different places. We started in Mystic, Connecticut and we also have another store in New Hope, Pennsylvania. They are very similar to Broadway at the Beach. It’s the same demographic and it’s the same feel. We’re going to be in the New England section which fits who we are. It’s very whimsical,” Greenberg told What Now Charleston.
The shop is described as an immersive wizard and witchcraft destination for all ages, working with brands like Harry Potter, Lord of the Rings, Wicked, and How to Train Your Dragon to bring magical adventures to life.
“I like everything that relates to fictional characters, fictional worlds–I’m an avid reader. I wanted to have this special place. It’s designed to feel like you’re stepping into a magical world rather than a traditional shop. It’s part of our philosophy to create a story driven environment,” Greenberg said.
The Cloak and Wand combines fantasy storytelling with interactive activities.
“We have a section that is very popular, which is the magical creatures adoption, where you can choose a creature like a dragon, unicorn, or owl and get an adoption certificate,” she said. “We also have our wands that, if you pick a wand–or, I should say, if the wand picks you–you will activate it and see what power you have. It’s a lot of fun.”
A centerpiece of the shop is the potion bar, where guests can craft non-alcoholic sodas and hot chocolate drinks using more than 64 flavor options. Cold potions can blend up to three flavors, while hot potions feature one.
“You can choose to create whatever potion you want. When you receive the potion, you get a label on the back about the potion power and the custom potion you created,” Greenberg said. “Our signature drink is Wizard Beer. It’s based with butterscotch, vanilla, English toffee, unicorn cream, fairy dust, and whipped cream.”
Other standout potions promising to grant guests a boost of power include “Liquid Gold,” blending pineapple, passion fruit, peach and fairy dust; “Spirit Reviver,” made with brown sugar cinnamon, milk hot chocolate and basilisk eggs; and “Purple People Eater,” featuring cotton candy, watermelon, vanilla, gummy teeth and whipped cream.
Greenberg said she looks forward to expanding into the South and hinted additional growth is on the horizon.
“We’re looking to expand. We’re looking at North Carolina, Savannah, Georgia, and New Orleans. This is the first location [Broadway at the Beach] that opened the door for us for that corner. It’s like opening our door into a whole new region,” she said.
The Cloak and Wand plans to open by Memorial Day or the first week of June. Visit the website and follow along on Instagram and Facebook for updates.
