The Social Media Star Who Broke TikTok Is Opening a Store at the Azrieli Mall

Following the success of his first pop-up at the Azrieli Ayalon Mall, mentalist and social media star Shahar Livne is expanding his retail footprint. From August 5 to August 11, a pop-up store for the "Lo Normali" magic kit brand will be open at the Azrieli Mall in Tel Aviv as part of the Azrieli Academy, an initiative designed to bring online brands into physical retail spaces.

Livne, one of Israel's most prominent content creators in the field of mentalism, has amassed over 4.5 million followers on TikTok and maintains a massive presence across other social platforms. He has built his reputation through viral videos that blend magic, pranks, and mind-reading, consistently garnering millions of views.

In addition to the store, a joint pop-up with Kinder Cards will operate on-site, offering interactive family activities inspired by Livne’s unique style. Customers who purchase the "Magic Show" kit will receive a pack of Kinder Cards along with access to an exclusive video tutorial on how to perform tricks using them.

The launch event was attended by notable figures including Kevin Rubin, Corinne Gideon, Eviatar Ozeri, Shira Bar, Adir Mizrahi, and Sharon Liberman.

The "Lo Normali" brand is rooted in Livne's personal journey, which began with magic in his childhood. The product range includes the very first tricks he mastered, as well as the illusions that fueled his viral success. Visitors can experience live demonstrations and get a closer look at the world of mentalism. Prices range from 35 to 150 shekels, and the store will remain open during regular mall hours until August 11.