04/12/2013 08:23 EDT | Updated 06/12/2013 05:12 EDT

Where to Eat, Shop, Stay (and Play!) on Rose Ave., Venice Beach

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Venice Beach boardwalk, Los Angeles

While the "world's greatest freakshow" still entices tourists to Venice Beach, we prefer to explore the the spots where laid back cool belies some serious sophistication. What's the heart of Venice Beach these days? The action has shifted to Rose Avenue, a few blocks over, where rents are cheaper, the stores more eclectic and you can breathe in the potential of a neighbourhood that is about to become the new "it." Get there before the others do.

Venice Beach: Where To Stay, Eat, Sip And Shop

By special contributor Insiya Rasiwala-Finn