Boardwalk Store Gifts in Wildwood, New Jersey

by John Margolies

Explore 1970s Jersey Shore nostalgia to the fullest with John Margolies’ legendary photography project “Boardwalk Store Gifts” (Wildwood, New Jersey, 1978).

The view of the boardwalk culture captured through the darkly framed glass panels of the shop window gives you a unique opportunity to get to know all the amazing details of a time capsule such as the abundance of various souvenirs, plastic dolls, beaded necklaces, wind chimes, handwritten price tags.

The artist is known for his photography projects capturing American vernacular architecture and roadside scenes. With this photograph, he turns the ordinary boardwalk gift shop window into an intricately colorful work of pop art.