Watch this beautiful video about Brazenhead Books, a secret bookstore that’s been tucked away in Michael Seidenberg’s apartment on the Upper East Side ever since the rent for his original retail space in Brooklyn was quadrupled. (Jonathan Lethem used to work there.) “This would have not been my ideal,” he says. “I wouldn’t have thought I want to have a bookshop in a location no one knows about.” But Brazen says it’s a continuation of being the kind of bookseller he wants to be—not on the street, not at book fairs, but inside, the shelves lined with first editions, knickknacks, and, one hopes, a cat. “I don’t know if it’s my familiarity with failure,” he adds. “I find ways to survive without it making enough money to be what you would call a successful business. If it’s all about money, there’s just better things to sell.” And how do those of us who’ve never been find him? He’s in the phone book, he says with a smile. Hiding in plain sight.

There’s No Place Like Here: Brazenhead Books from Etsy on Vimeo.