We’re home on Rose Street.

Looking Glass has officially moved to 2095 Rose Street in Berkeley, in the North Shattuck neighborhood. And of all the things we could say about this new chapter, the feeling we keep returning to is simple:

It feels like coming home.

Not simply because we have changed addresses. Because we have arrived somewhere that feels deeply aligned with who Looking Glass is and perhaps who it was always meant to be.

Rose Street places us in one of Berkeley’s most beloved neighborhoods: a place with history, warmth, character, and a strong independent spirit. A neighborhood shaped by businesses that have served this community for decades. Businesses with roots. Businesses people return to. Businesses that help make a place feel like itself. To become part of that fabric means a great deal to us.

For a long time, Looking Glass has been growing into its own shape, becoming more fully the kind of place we believe photography deserves. Not only a place to buy equipment, but a place to return to. A place for guidance, curiosity, conversation, and creative life. A place that feels human.

And there is something almost too fitting about the name: Rose Street.

The phrase La Vie En Rose has been quietly following us — not as sentiment, but as perspective. A way of meeting the world with warmth. With hope. With the quiet conviction that community matters, that care matters, and that the places shaped by both can hold real meaning.

That feeling means even more to us now.

The last year and a half has not been easy. But one thing became unmistakably clear: this community shows up. When we experienced the break-in, the outpouring of support reminded us just how deeply held Looking Glass really is. Your encouragement, generosity, and care carried us forward. You reminded us that this place belongs not only to us, but to a wider community that believes in it.

We have carried that with us to Rose Street.

We are now in a neighborhood that feels safe, welcoming, and full of life. A place we are proud to invite you into. A place where you might come by for Looking Glass and stay for the cafes, the shops, the old Berkeley feeling, and the sense that local places still shape the soul of a city.

This is not only a new address.

It is a homecoming.
It is a next chapter.
It is Looking Glass, coming into its own.

What to expect now.

We are settling into the new space with care. Like any big move, there are many boxes in the background and many details coming together, but we are here, we are open, and we are excited to welcome you in.

If you have a rental, sensor cleaning, special order, outfitting session, class, or another service already in motion, please know that we are taking care of those details. If anything needs extra coordination because of the move, we will reach out directly and make sure you are supported.

More soon.

We have more to share as the new space comes to life, from updated services to new classes, community gatherings, and the many small ways this place will begin to feel like home. For now, we are simply grateful to be here.

We can’t wait to welcome you to Rose Street.

With gratitude,
The Looking Glass crew