Aiiiiieee!!!! My Eyes!

They burn! They buuuurrrrn!!!!

What would it be like to walk into Oprah Winfrey's consciousness?

You can get close by walking into the new Oprah Store, a mishmash of the star's sayings, passions, gurus and even her closet, right down the street from Harpo Studios on Chicago's Near West Side.

Perhaps you'd need to make a purchase and delve deeper into the experience.

In that case, feel stress-free in an Oprah nightgown and baby-soft socks, writing in your "Passion" journal while sipping hot tea from a mug emblazoned with one of Oprah's favorite quotes. "Live Your Own Dreams" is always a heart-warmer.

It's all about comfort and self-expression -- and lots of attention from hovering salespeople -- at the store at 37 N. Carpenter, set off by large acrylic O's that light up at night on the entry walkway. Inside, bamboo, pastel colors and a brightly lighted loft set the tone.

Oprah fans have had a week to browse the 5,500-square-foot store.

The most popular item? On Thursday morning, 70 shoppers snapped up $13 cosmetics bags decorated with blue, yellow, pink and purple O's.

The setting ranges from subtle messages -- small O's hardly visible on the pockets of workout shirts and pants -- to out-and-out Oprah worship, with photos of Oprah and her favorite causes on the walls, and a TV mounted on a wall rerunning "The Oprah Winfrey Show's" 20th anniversary special.