You might say that Jay Shah's place on Los Angeles' Westwood Blvd. really rocks—and rolls. It's a store that's co-opted one of California's more awesome talking points as a centerpiece to generate a bit of customer word-of-mouth. We're talking about the San Andreas Fault, of 'The Big One' earthquake fame. Since Shah's newest store, Faultline Cleaners, is not actually on the renowned chasm in the earth's crust, he's taken the liberty of building a look-alike into the floor... and the ceiling, and the counters. And the glass-covered rift underfoot seems to boil over with fiery streams of lava, thanks to fiber-optic lighting.
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