For me it doesn't evoke the foreign concept of a special place to do my reading, but rather the familiar one of a special place inside my head.

But as you say, it may not succeed for everyone.
P.S. Perhaps they could've called it the Portal, because it opens the doors of literature, and sounds a bit like "portable". It's not a particularly attention-grabbing or euphonious word, though. (Speaking of which, I've always admired the name of the PalmOS text adventure interpreter CellarDoor. Not only did they use what has been claimed to be the most euphonious phrase in the English language, but it's incredibly appropriate for a genre so closely associated with dungeon crawls!)