I had first heard the name mentioned on Twitter, when author of Angry Violist mentioned that she was being stocked in here (I ought to get round to being stocked myself, if they'll have me).
I have visited many times, and every time I have found myself get completely immersed by the array of lovingly crafted papery goods. There are art books, illustrated 'zines, small press poetry (from obscure to slightly more well known such as Urban Fox Press which publishes Billy Childish), unique cards, cute badges, off-kilter fold-out papery art items that are hard to name or define, even CDs (such as Thomas Truax), all carefully curated.
The tiny, square, red shop with the door that rings when you open and shut it is fit to burst with all the lively, splendid wares it sells.
One word of advice is that you will need to be a little bit flash for cash when you go in here, as it is near impossible to resist buying even one thing, and since everything is so intricately handmade, the prices are not necessarily affordable most. I did enjoy buying many excellent Christmas presents here for friends, though, because I decided if I was going to buy presents for people it had to be that they were from independent /ethical places (though one exception is that I did support HMV too, as I knew for some time it was ailing).
I shall certainly be back here. My only qualm is that London is not overrun with valuable, attractive, artsy establishments like this, and because us 'zine creators would flock to such places and really appreciate having such platforms for our works of art.
http://www.bookartbookshop.com/