Looking Glass Photo Transforms With New Experiential Retail Concept

BERKELEY, CA – Looking Glass Photo & Camera, a longstanding photography store in Berkeley, has unveiled an innovative retail concept in its new West Berkeley location at 2239 Fifth St.

Emphasizing experiential shopping, Looking Glass now offers a variety of hands-on services for photographers, including personalized equipment consultations, monthly workshops, and curated photography excursions, ranging from local photo walks to day trips like whale watching in Monterey.

Founded in 1971, Looking Glass Photo has long prioritized community-centered customer service. This new concept aims to attract both experienced photographers and beginners, blending shopping with education and social experiences. Owner Jen Waicukauski, a certified naturalist, says the new direction highlights the store's commitment to supporting photographers’ creative goals in a collaborative environment.

“Our new location and approach allow us to tailor products and services to each customer’s needs,” Waicukauski noted. “We’re thrilled to provide a space where photographers can connect, learn, and explore the craft outside the traditional retail model.”

The new concept introduces "Looking Glass After Hours," a monthly community night where customers can discuss various photography topics, share images, and network. Services include one-on-one equipment consultations, gear rentals, workshops, photowalks, and group outings to scenic locales. The store also plans to expand its offerings with small group photo tours in 2025 and will introduce photo clubs and social events to further cultivate a sense of community.

With West Berkeley’s small-business renaissance, Looking Glass exemplifies a movement toward value-driven, relationship-focused retail. Elliott Abrams, property manager for Fourth Street Berkeley, commended the store’s new model, calling it “a perfect addition” to the neighborhood's diverse lineup of independent, often women-owned, retail shops.

Technology entrepreneur Andrew Keen echoed these sentiments, describing Looking Glass as a vital counter to the isolation that can accompany online shopping. "They’re bringing back meaningful in-person experiences," he said, “helping people connect through shared interests.”

Looking Glass Photo's transformation reflects a broader trend of integrating personalized, immersive retail experiences, and their new Berkeley location reinforces their role as a trusted resource and community hub for photography enthusiasts.

For more information on Looking Glass Photo’s offerings, visit Looking Glass Photo.

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