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SALT LAKE CITY -- The official ribbon cutting for a historic moment in the new City Creek Center took place Thursday. The new flagship Deseret Book store opened its doors to VIPs and the media.
If it doesn't look like Deseret Book: that is how you are supposed to feel. One area of the new downtown store is called the Parley Street Emporium, filled with delectables. The home and gift area has the new Beehive china and more.
Virtual Tour:
Deseret Book Flagship store
Take a virtual tour of the new Deseret Book flagship store in Downtown Salt Lake City."We've tried to turn this into more than a store, but into an experience," says Sheri Dew, President and CEO of Deseret Book.
For example, experiences watching artists work. Kirk Richards put finishing touches to his painting at the store Thursday, and Julie Rogers did the same with hers. The new store will offer original works.
"I think it's remarkable that Deseret Book's made this decision to bring in high end art," says sculptor Angela Johnson.
Since this is a book store, the authors are happy too.
"[It's] classy, and tied into a sense of legacy and fun, and comfortable; you feel like you're a big shot if you get to be in this store," says Michael McLean, local author and recording artist.
There is the high-tech look for its DVD selections, and artifacts to reflect the past. In the Latter-day Saint church history section, you'll not only read about it, but you'll be able to see it. Emma Smith's original hymnal is on display there.
Mack Wilberg and Scott Barrick of the Mormon Tabernacle Choir did the ribbon-cutting honors. As the choir's distribution partner, Deseret Book chose to honor its broadcast and recording history in its expansive front window.
Deseret Book COO Jeff Simpson says the focus of the flagship store is: "Bringing values home since 1866."
"The reason we opened is the reason we're here," he says, "and that doesn't matter where the economy's going; it doesn't matter anything about that."
The opening of the store also signals the beginning of what's to come at the City Creek Center. Deseret Book opens to the public Friday morning at 9:00, as does new public parking under the store.
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Story compiled with contributions from Carole Mikita and Becky Bruce.
