The reality of Third Avenue has been irreversibly altered and things will never be the same, but better for years to come according to Michael Young owner of Altered Reality and formerly known as the Book Bin.
It started in March 2016 with an almost imperceptible change.
“I decided on a name change in March,” recalled Mike Young the owner of what was for the past 20 years the Book Bin. “I thought the name Altered Reality really suited the changes we were making to the shop.”
For the first four months of Altered Reality’s existence no one in Timmins knew that things had changed. The sign in front of the store still said Book Bin.
But for the quick of eye, the changes were being made in most dramatic style.
Last week that all changed dramatically, when the new Altered Reality sign went up and covered the old Book Bin sign.
“The Book Bin really didn’t tell our existing customers and potential new customers what we were all about and the products and services we provided,” Young explained.
“The idea to change the name actually started last year during the 2015 Urban Park,” said Young. “We had a lot of metaphysical and new age material displayed outside the shop that drew a lot of attention.”
“When a customer asked where they could get the incense or a charm or statuette of Buddha I had on display and I pointed over there at the Book Bin,” Young added.
“I recall the customer said ‘Over there? But that’s a used book store?’ I knew right then and now we had to change the name to reflect the evolution of our business,” said Young.
To be accurate, Altered Reality now sells new books though they still have stacks of used books at the back of the store. New books are arranged on shelves at the front of the store.
The front of the store is filled with religious icons and statues, crystals, incense from India and from our Aboriginal traditions. You will also find DVDs, computer games and other leisure pursuits.
“We also order new books for our customers and other products they may wish,” said Young.
One customer; speaking on the condition of anonymity, said she has been coming to shop for years and she loves the changes Young has made - including the name Altered Reality.
“I can get stuff here that I could only get in Toronto,” she said. “Now I don’t have to travel so far.”
Mike Young, who was the owner of Timminstoday.com before selling to Village Media, said that's it for changes for a while.
“The customers are satisfied and I am going to let things settle for a while and have the our customers really enjoy the changes we have made,” said Young.
