Press Release: House of Magica

FOR IMMEDIATE RELEASE

House of Magica Opens Under the New Moon

An occult-infused space for modern mystics—launching with an exclusive zodiac t-shirt collection.

On June 25, under the intuitive pull of the New Moon in Cancer, House of Magica opens its metaphorical doors to the world. It’s a creative universe that emerges as an antidote to fast fashion and a love letter to meaningful objects and the occult. Located in Södermalm, Stockholm—right on the historic site of the 1676 Katarina Witch Trials—House of Magica reverberates with quiet rebellion, feminine wisdom, and soulful creation.

A House With Many Rooms

House of Magica is like an esoteric universe of interconnected rooms. Each room holds its own world. It can be anything really. But like a mycorrhizal network beneath the floor, it expands in all directions—but always with intention and often drawn towards occultism, ancient stories and mythology.

“When the world feels heavy, we reach for softness—a sense of belonging, a thread that ties us to something more meaningful. Astrology and other esoteric arts have helped humans make sense of chaos for thousands of years. I think we need that now more than ever, as everything moves too fast—and often in the wrong direction.

I’ve always been drawn to things that carry a story. When I bring something into my life, I need to feel a connection, like it was waiting for me. I want to be surrounded by objects, garments, art, and ideas that speak to something deeper—things I’ll care for now, and hopefully pass on one day. In that way, I become part of their story too. That’s what gives objects life and meaning. House of Magica is built on that philosophy."
— Amanda Berg, Founder

Room I: Magica – The Zodiac Collection

The first room to open is Magica: the in-house label and heartbeat of the brand. Its first collection, The Zodiac, offers a contemporary take on astrological symbolism through art, poetry, and sustainable design.

The collection consists of 12 t-shirts, one for each zodiac sign, crafted from 100% organic cotton and hand-printed in small, exclusive batches. Every piece carries a worn, faded texture—subtly unique, shaped by the process.

Available only by pre-order, in rhythm with the lunar cycle, inviting customers into a slower, more intentional ritual of consumption. Every new moon marks the release of each new pre-order batch.

Future collections will explore a spectrum of themes from earthly wonders to celestial mysteries, enriching House of Magica’s diverse narrative.

Room II: The Archive

The Archive, that will be the next room to open, is a gathering of handpicked vintage and pre-loved pieces—furniture, objects, and garments carefully chosen to fit in the rooms of House of Magica. 

These are not just things, but fragments of stories—lost, found, and drawn back from silence. Some are strange. Some are beautiful. All belong.

Stay close as the story unfolds and new rooms unlock.

LAUNCH DATE
June 25, 2025
Exclusively at: houseofmagica.com
Instagram: @houseofmagica

Press Contact:
Amanda Berg
amanda@houseofmagica.com