The retail experience will open in the heart of New York City next to the Flatiron building at 935 Broadway on June 3, 2021. Inside, guests will find 15 different themed areas, with each one bringing a different aspect of the Wizarding World to life.
A huge model of Fawkes the Phoenix gazes down from the ceiling as guests enter the store — which was created especially for Harry Potter New York by a team of specialist propmakers over many months. There are also many photo-ops to be found, including posing inside a London phone box as if transporting themselves into the Ministry of Magic, or even trying on Hagrid’s giant boots! There’s even an interactive wand table that allows guests to “bring their favorite Harry Potter character to life.”
Harry Potter New York will utilize digital technologies throughout the store, including integration with the Harry Potter Fan Club app. Users will find a number of Enchanted Keys throughout the store that unlock exclusive behind-the-scenes facts, figures, and videos.
Also available will be two multiplayer virtual reality (VR) experiences, which will be location-based and allow real-time interactive exploration of the Wizarding World. “Chaos at Hogwarts” will let witches and wizards step into Hogwarts Castle and become part of the adventure where magical creatures and secrets await them. For “Wizards Take Flight,” participants will need their wands at the ready as they fly on brooms through a magical battle against Death Eaters over the skies of London. These experiences are scheduled to open in-store this summer, with more details being revealed soon.
For the Harry Potter fans who have everything, the Personalization Area will offer plenty of inspiration and unique products to choose from, including engraving a wand, embossing a journal, or embroidering a House robe with their name.
Of course, it isn’t the Wizarding World without the magical treats! Part of the store will be inspired by the whimsical sweet shop Honeydukes, where guests can browse for Chocolate Frogs and Bertie Bott’s Every Flavour Beans. After taking a look at all those goodies, guests can stop by the Dirigible Plum tree, a special area where they can find their favorite magical creature plush.
Known for guarding the entrance to Dumbledore’s office, the iconic Griffin statue will be found rotating in the store’s grand main atrium. From there, witches and wizards can head into the Wand Shop to browse over 50 wands inspired by characters, locations and props from the Wizarding World — including the Golden Snitch wand, exclusive to Harry Potter New York.
“The level of artistic detail and quality of the design inspired by the movies means Harry Potter New York will bring a completely new shopping experience to the city,” said Sarah Roots, EVP of Warner Bros. Worldwide Tours and Retail. “With over 1,000 Wizarding World props on display (including some authentic items which featured in the movies), the incredible theming, along with experiences such as photo opportunities and the fantastic range of products, there will be something special for every fan.”
In addition to all of the magic, this store will be home to America’s only House of MinaLima — the graphic design duo behind the Harry Potter and Fantastic Beasts films. Here, the two will create a gallery showcasing the graphic art of the Wizarding World, including prints of the Daily Prophet covers, Harry’s Hogwarts acceptance letter and the Quibbler, all hand-designed by MinaLima in a space modeled after their iconic London shop.
Alongside the main collection of merchandise inspired by Harry Potter and Fantastic Beasts, fans will also be able to get their hands on a range of brand collaborations including Spirit Jerseys, Loungefly bags, and other fan-favorite ranges.
If you can’t wait for Harry Potter New York to make its debut this summer, you can browse and purchase a select range of items online from the Harry Potter Shop.
When the store opens, a virtual queueing system will be in place, where guests can scan a QR code to join and return when notified. The store will also follow all CDC guidelines and open at a reduced capacity to manage physical distancing. All customers will be required to wear a face mask.
Check out a peek inside the new store in the video below: