Robert’s Substack is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.
Written 2/23/2026.
This is how I’d create the most awesome bookstore ever!
First, you have no advertisement, no street-side signs indicating there is a book store. Like a secret speakeasy, someone had to tell you where it is.
As you step up to the non-descript door, you have to give the secret knock. Only then can you step inside the foyer and find the next clue on how to open the door to the book store (maybe a statue where you have to pull the arm down or an idol which you have to remove and replace with another idol). This part changes monthly based upon the book of the month.
Once inside, it opens up to a maze of aisles filled with old and new books. There is a colored stripe on the floor that guides people to the checkout desk and separate door people exit from. Nobody who comes in the front door leaves from the front door.
There is a sign with clues as to where to go to find the genre of books you are looking for. The clues are based upon the genre. For kids books, the clues are easy and obvious so that young children can figure out and find their way as simple as color coding and having colors along the aisles to guide them to that section.
If a person is looking for mysteries, then they need to solve a simple mystery to figure out where that section is.
Romance, maybe write a love note on an iPad that will then give you directions.
Fantasy may be pointing a wand at a target.
You get the idea.
Next is as you get closer to the section, the books/corridor change to reflect the genre of books you are coming up to. You could stack books to resemble an arrow. Then when you arrive at the section, if it’s romance, you’ll have romance adornments (hearts, male mannequin with flowing hair and amazing chest embracing a beautiful woman). Think silk, could be leather ropes and handcuffs, make it fun and almost tasteful.
Fantasy may have armor, wands, cloaks, maybe a tree nymph. Little houses/scenes.
Mysteries may have guns/daggers, cloaks, fingerprints left over some cases that have been “shattered” and there is a crime scene.
Rotate images as often as you can, preferably monthly to keep people guessing.
Why does this work?
Readers love to see their interior worlds of their mind come to life in the real world. We get a dopamine hit when we feel we are special and find new things to discover.
A book store nobody can find except you.
A maze of books allowing you to wander and discover new reads.
Thanks for reading Robert’s Substack! This post is public so feel free to share it.
Readers don’t like being spoon fed, so give them little challenges along the way that they need to figure out to find what they are looking for.
If you want to double down, you have the exit lead into a cozy coffee shop lined with used books where people can grab a drink and pastry and sit down and either read the books they bought or pull one off the shelf and read it.
Note that the exit from the book store has to lead into the hallway of the coffee shop so that it’s not obvious where people are coming from (maybe the exit leads to the corridor where the restrooms are located). This exit is one way, nobody can get into the book store from that direction. They may only leave.
I’d probably own both the book store and coffee shop as they go well together. If you skip the stealth getting into and out of the shop, you can have a regular shop/coffee shop all in one space.
Let me know how you’d design your perfect book store.
