Don't waste your time. I could get past it being a dumpy little hole in the wall if it was worth while. I would put "It Is Vapor" on the same level as a mall e cig kiosk.
For devices, they carried primarily eGo style. Which is ok. But their prices were insane. $60 for one eGo battery of unknown origin and one USB charger. One of the employees was using an Innokin iTaste, which is respectable. But as I listened to him talk to a customer, he explained how ridiculous and stupid rebuildable atomizers are. (?!?!?) I didn't see any carto tanks, clearos, or drip tips. Much less any rebuildables.
I did get a couple 10ml bottles of juice just out of curiosity. Juice was also over priced, $7 for 10ml. And I suspect it was bulk Chinese juice repackaged in small bottles. As opposed to being a unique house blend. Not knocking Chinese juice, but there's no justification for boutique prices.
Most impressive of all was the "vaping lounge" which consisted of a couple ratty couches that looked like they were taken from a curb somewhere. I'd be afraid of catching lice if I sat on them.
I had high hopes since we're hard pressed for vape shops in the Milwaukee/Waukesha area. Any intermediate/experienced vaper would be disappointed. And I certainly would not recommend this place to a beginner.