Genres Book Society, a new bookshop coming to L.A., is hiding a few secrets. The first indication that something a bit fantastical is going on here is the fact that the boutique store has a mascot.
Look up upon entering the space, and you’ll meet Lore. Lore is a dragon, and this dragon is made of books. The striking sculpture will hover over a cozy space with modular bookshelves that are arranged on a floor covered in book quotes. Peer closely and you’ll see the quotes are designed in the shape of a tree.
A story is being built, a narrative that signifies that Genres aims to be not just a bookshop, but a place that feels like a real-life fairy tale. For this bookstore is also concealing a speakeasy of sorts, a secluded cafe and bar with multiple themed spaces and a two-story tree with glowing books growing out of its branches.
Stories, Genres is telling us, are life.
“This is for people who want to enter into story worlds,” says Ann Morrow Johnson of design firm Gensler. Johnson, a former creative with Walt Disney Imagineering, leads Gensler’s entertainment and experiences division, which is designing the bookshop.
She wants guests to feel transported into a fantasy universe, and understands how to make that happen. For instance? “Adding just a little bit of theatricality and sparkle helps create an invitation of suspension of disbelief,” she says.
The centerpiece of Genre’s bookstore, shown in an artist’s rendering, will be a dragon named Lore.
(Gensler)
Genres, on track to open in mid-2027 near the intersection of Melrose and Fairfax avenues, is tapping into a local trend of heavily designed thematic spaces with a penchant for fantasy. Think, for instance, of the Witch’s Cottage in North Hollywood, or the Last Canteen in the shadow of Universal Studios Hollywood. Consider it the latest evolution of the themed restaurant, and a way to bring the heavily theatrical worlds of theme parks closer to home. Johnson, for instance, says the firm’s research with the the Immersive Experience Institute has shown a hunger in younger generations to embrace spaces such as the Rainforest Cafe.
“People are seeking out a moment,” Johnson says. “Those more theatrical, highly scenic spaces are more likely to get you off your phone. Little moments of delight center you.”
Genres was dreamed up Clare Grant and Karissa Marston, who brought the project to Gensler and tapped them to lead its design. Grant, an actor/producer, says the idea came to her while experiencing the regret of missing a retreat hosted by her girlfriends, who had rented a cabin to read the latest edition in the fantasy “Crescent City” series.
“Just having a newborn, I was like, ‘Why can’t I go read this book in a fantasy-themed cabin?’ That’s literally my dream,” Grant says. “Then I started thinking about it. Why don’t I have something like this in Los Angeles, where I can pop in for an afternoon or evening where someone is handing me drinks and food in an immersive space?”
Marston, it turns out, who has experience in hospitality and marketing with an emphasis on fandom, was already dreaming of such a space. The two of them crafted a business plan for a bookstore, one that wouldn’t look out of place in a sword and sorcery fantasy novel, with a hidden speakeasy.
“I was in Paris, and I went to the Shakespeare bookstore, and it was truly the most magical experience I have ever had,” Marston says. “I walked in and felt so immersed in the books and the history and I went up to the second floor and sat up there and wept. I was like, ‘I never want to leave this place. I only ever want to feel this way and be surrounded by books and people who love books.’”
Their vision is grand. The bookstore, they hope, will become a gathering spot for authors in the fantasy and sci-fi realms. And they talk of the speakeasy as not just being a safe eatery to sit and read all day, but also a future venue for, say, immersive theater. The two-story space will house multiple themed rooms, either for hanging out and hiding, or for potential events.
“I think it’s safe to say that if you wanted to be transported to outer space, you would be pleasantly surprised,” Marston says. “Or if you wanted to escape to Dracula’s castle or some of these other really big genres that you have, readers will be pleasantly surprised at the worlds that we are building.”
Johnson says Genres will be flexible enough to welcome introverts who want to dream away the day with a book, but can also be a home for a baby shower in addition to an author signing or a theatrical event. That’s in part why the shop and ground floor of the speakeasy have a familiar fantasy vibe, one not out of place in, say, the fairy tales of the Brothers Grimm, albeit with the welcoming tone of Disney.
Genres’ founders cited “A Midsummer Night’s Dream” as an inspiration for the bookshop’s bar, depicted in an artist’s rendering.
(Gensler)
“The focal point of the space is this sort of epic woodland fantasy,” Marston says. “When we first brought this to Gensler, and showed them our inspo deck, we kept saying ‘A Midsummer Night’s Dream.’”
That’s key, as everything in the space will spring from the written word. Genres, in that sense, also feels refreshing, emphasizing actual books and tactile media at a cultural moment when AI is often dominating conversations. Grant and Marston speak of being influenced by passionate social media creators who celebrate books, wanting to build a community as much as an event space. A prerequisite to be a bartender, says Marston, will need to be a love of books.
“We’re calling all our bartenders book-tenders,” Marston says. “Not only will they be well-versed in all things spirits and cocktails, but they are also someone who can give you the next book recommendation. These are very specialized employees. They can curate cocktails and books for you.”
Consider Genres a place for dinner and drinks, but one where story is always on the menu.
“People are craving more than dinner,” Grant says. “They want experience. They want magical memories that can get them through harder moments because nothing is easy right now. People want to spend money on something that is more than just dinner or going to a bar. Like whimsy.”
When it comes to scary movies, the motion picture academy has historically been a bit squeamish. Horror has been a cornerstone of the industry since the beginning, but Oscar voters have rarely embraced it. Only one horror film has ever won best picture: 1991’s “The Silence of the Lambs.” Even “Sinners,” which made history this year with a record 16 nominations, couldn’t close the deal.
Now, though, horror has gotten inside the house.
Opening Saturday and running through July 25, 2027, the Academy Museum of Motion Pictures’ new exhibition, “The Horror Show,” explores more than a century of horror, from silent-era landmarks “The Cabinet of Dr. Caligari” (1920) and “Nosferatu” (1922) through “Psycho” (1960) and “The Exorcist” (1973) to “Midsommar” (2019) and “Weapons” (2025). Drawn from the academy’s collection and 62 private lenders around the world, it brings together costumes, props, prosthetics, creatures and production art.
An original facehugger from Ridley Scott’s “Alien” (1979), part of the exhibition’s collection of creatures and production materials from the sci-fi series.
(Kayla Bartkowski / Los Angeles Times)
Introducing the exhibition at Thursday’s press preview, Robert Englund, who played the razor-fingered Freddy Krueger in the “Nightmare on Elm Street” films, recalled how the genre was once regarded in Hollywood. “Back when I started, we would sort of get the lousy table in the commissary by the kitchen door,” he said. Now, with the academy mounting an exhibition devoted to horror and the genre continuing to thrive at the box office, Englund added, “I think we’re getting some respect.”
Rather than a simple chronological tour through the genre’s history, the exhibition is organized into six themed “chambers” devoted to Gothic horror, psychological horror, science, slashers, religion and ghosts, with settings ranging from a shadowy crypt to a killer’s house and a haunted living room.
Storyboards from 1973’s “The Exorcist,” a clapperboard from 1976’s “The Omen” and the original Necronomicon from 1987’s “Evil Dead II” are among the artifacts in the exhibition’s religion-themed chamber.
(Kayla Bartkowski / Los Angeles Times)
Senior exhibitions curator Jessica Niebel says the idea was to walk a line between a traditional museum exhibition and a haunted-house experience.
“Horror films are about evoking an emotional response and we’re hoping the exhibition will do the same,” she says. “These are all original objects and they tell a story. We wanted to place them in an environment that brings them to life and activates them.” (The museum advises parental guidance; a smaller, family-friendly “Zombies!” exhibition is next door.)
So what’s lurking inside? Here are 10 sights worth braving. Read on, if you dare.
See Bela Lugosi’s original Dracula cape
Bela Lugosi’s original cape from 1931’s “Dracula,” on public display for the first time after undergoing an extensive restoration.
(Kayla Bartkowski / Los Angeles Times)
Nearly a century after Bela Lugosi first swept it around his shoulders, Dracula’s cape doesn’t need much introduction. Worn by Lugosi in Universal’s 1931 “Dracula,” the simple black cape became as inseparable from the character as his hypnotic stare and Hungarian accent, establishing the visual language of the screen vampire for generations to come. Lugosi, who had first played the Count onstage in 1927, kept the cape after filming and continued wearing it for stage and public appearances until his death in 1956. Now part of the Academy Museum’s collection, the nearly century-old garment underwent an extensive restoration before “The Horror Show.” Remarkably, this is the first time it has ever been put on public display.
Come face-to-face with Hannibal Lecter
Anthony Hopkins’ Hannibal Lecter costume and restraints from 1991’s “The Silence of the Lambs” are on display, including the serial killer’s unmistakable mask.
(Kayla Bartkowski / Los Angeles Times)
Anthony Hopkins’ Hannibal Lecter, the brilliant psychiatrist and cannibalistic serial killer at the center of Jonathan Demme’s “The Silence of the Lambs,” is unsettling enough standing perfectly still. When he has to be moved, the precautions are extreme. Hopkins wore this orange prison uniform, straitjacket and muzzle when Lecter is transported under heavy security, strapped upright to a hand truck. Costume designer Colleen Atwood devised the ensemble, while Ed Cubberly created the famous fiberglass muzzle, deliberately leaving it uncoated to evoke the look of dried, taut skin. Seeing the outfit up close is a reminder of just how little Hopkins needed to work with: Even with virtually his entire body immobilized and much of his face obscured, Lecter somehow became more frightening.
Trace the evolution of the Xenomorph
A towering Xenomorph created by Legacy Effects for 2024’s “Alien: Romulus” offers an up-close look at one of horror’s most enduring monsters.
(Kayla Bartkowski / Los Angeles Times)
Nearly half a century after Ridley Scott’s “Alien” introduced H.R. Giger’s nightmarish vision to moviegoers, the creature still looks like nothing else in science fiction. The exhibition brings together original Giger artwork depicting the alien egg and an original facehugger from the 1979 film, the spidery parasite whose method of reproduction helped make “Alien” a landmark of body horror. There’s also an original drawing by James Cameron, who took over the franchise with 1986’s “Aliens.” But the hardest thing to miss is a towering Xenomorph created by Legacy Effects for 2024’s “Alien: Romulus.” Up close, its elongated head, skeletal body and glistening double set of jaws reveal just how much unsettling detail goes into a creature often glimpsed onscreen in darkness.
See Dracula’s armor go from page to screen
Eiko Ishioka’s blood-red armor for Gary Oldman’s Count Dracula in Francis Ford Coppola’s 1992 “Bram Stoker’s Dracula.”
(Kayla Bartkowski / Los Angeles Times)
Before Gary Oldman’s Dracula became a pale, bewigged count, he was Vlad the Impaler, encased in one of the most striking costumes in Francis Ford Coppola’s 1992 “Bram Stoker’s Dracula.” Eiko Ishioka designed the blood-red battle armor with a ribbed surface evoking both exposed human musculature and an armadillo’s shell, while the pointed helmet foreshadows the wolf Dracula later becomes. Displayed alongside several of Ishioka’s original design drawings, the armor offers a fascinating look at how her ideas evolved from pencil on paper into something almost anatomical. Ishioka, a celebrated Japanese graphic designer making her first foray into Hollywood costume design, won an Oscar for her work on the film.
Log on to the original ‘Blair Witch’ website
Visitors can explore the groundbreaking viral promotional website for 1999’s “The Blair Witch Project,” which blurred the line between the film’s fictional story and reality.
(Kayla Bartkowski / Los Angeles Times)
Long before viral marketing had a name, 1999’s “The Blair Witch Project” was using the still-young internet to convince moviegoers that three student filmmakers might actually be missing in the woods. Directors Daniel Myrick and Eduardo Sánchez created the film’s promotional website in 1998, filling it with fake police reports, evidence photographs and an elaborate mythology while carefully avoiding any suggestion that their story was fictional. They posted on message boards and continually updated the site before the film’s release, helping turn a tiny found-footage horror movie into a grassroots phenomenon. Here, you can sit down at a chunky late-’90s computer and explore the original site yourself. Nearby is one of the movie’s crudely constructed stick figures — a reminder that sometimes a few twigs and some twine are all it takes to lodge an image permanently in the culture.
Meet the slashers
Costumes and props from some of horror’s most notorious killers fill the exhibition’s slasher chamber, including Candyman, Ghostface, Michael Myers, Freddy Krueger and Art the Clown.
(Kayla Bartkowski / Los Angeles Times)
Slasher movies have always depended on a memorable killer, and the genre has produced some of horror’s most instantly recognizable figures. Freddy Krueger, Michael Myers, Ghostface and Art the Clown are gathered here in full costume, looking less like museum pieces than a welcoming committee you’d rather not encounter. Nearby cases turn slasher movies’ grisly tools of the trade into artifacts, with masks and weapons from “Saw,” “Us,” “M3GAN,” “The Black Phone” and other films. It’s a reminder of how little a slasher movie really needs to get under your skin.
Open the Babadook’s book
The handmade “Mister Babadook” pop-up book created by illustrator Alex Juhasz for Jennifer Kent’s 2014 “The Babadook.”
(Kayla Bartkowski / Los Angeles Times)
Sometimes the scariest special effect is a pop-up book. In Jennifer Kent’s 2014 “The Babadook,” the sinister children’s book “Mister Babadook” heralds the arrival of the top-hatted creature that terrorizes a widowed mother and her young son, while giving physical form to the grief consuming them. Kent turned to illustrator Alex Juhasz to create the handmade book, drawing inspiration from the eerie silhouetted animation of German filmmaker Lotte Reiniger from the 1920s. Opened to one of its more elaborate spreads, the original prop is both beautifully crafted and deeply unsettling, its seemingly innocent children’s-book mechanics revealing a grinning black figure and the ominous command: “LET ME IN.”
Take a selfie with Norma Bates
A re-creation of the mummified Mrs. Bates from Alfred Hitchcock’s immortal “Psycho” gives visitors a chance to pose with Norman Bates’ dearly departed mother.
(Kayla Bartkowski / Los Angeles Times)
The Academy Museum wanted the original mummified Mrs. Bates head from Alfred Hitchcock’s “Psycho,” but there was one problem: She was too fragile to travel. The Cinémathèque Française, which owns the 1960 prop, declined the museum’s loan request. “I was really disappointed about that, but it’s totally understandable,” Niebel says. “We probably wouldn’t have lent her if she were in our collection.” So the museum commissioned Oscar-winning makeup artist and sculptor Mike Hill, fresh off his work on Guillermo del Toro’s “Frankenstein,” to research and create a full-body Mrs. Bates instead. Unlike the many delicate original artifacts elsewhere in the exhibition, this one was made to let visitors get close and take home their own slightly unsettling family portrait. Just don’t get too close. As a nearby sign warns, “Mother isn’t quite herself today — do not touch, she needs her space.”
Get grossed out by Monstro Elisasue
The spectacularly gross Monstro Elisasue bust, created by makeup and special-effects artist Pierre-Olivier Persin for Coralie Fargeat’s 2024 “The Substance.”
(Kayla Bartkowski / Los Angeles Times)
By the time Coralie Fargeat’s 2024 “The Substance” reaches its gloriously grotesque climax, Demi Moore’s Elisabeth Sparkle and Margaret Qualley’s Sue have effectively fused into the spectacularly deformed creature known as Monstro Elisasue. The exhibition puts designer Pierre-Olivier Persin’s bust of the creature alongside the syringes, vials and other medical paraphernalia from the mysterious Substance kit that sets the movie’s nightmare in motion. Fargeat has described body horror as a “weapon of expression” for confronting the pressures placed on women’s bodies, particularly as they age. As Fargeat puts it in the exhibition’s wall text, she wanted audiences to see that women’s “pearly smiles are made of so many horrendous things that we have to keep within ourselves.”
Make your escape through the Blood Room
The Blood Room, streaked and splattered with cinematic gore, provides the only way out of “The Horror Show.”
(Kayla Bartkowski / Los Angeles Times)
Fittingly, there is no clean getaway from “The Horror Show.” Every visitor must exit through the Blood Room, a gruesomely immersive space whose walls are streaked, smeared, splattered and practically dripping with the red stuff. To get the gore just right, Niebel turned to Oscar-winning special makeup effects artist Howard Berger, a veteran of such splatterific films as “Evil Dead II” and “Kill Bill.” Berger worked with the museum and its fabricators to create the room’s layers of fake blood, varying the colors and consistencies to suggest everything from dark, dried stains to fresh blood still running down the walls. Just when you think you’ve made it through, the exhibition has one last gruesome touch: To escape, you have to push your way through a set of bloody butcher curtains.
