See Inside the Flagship Harry Potter Store Set to Open in New York City

The world’s first ever Harry Potter fans flagship store will open on Broadway in New York City this summer! And it. Looks. Awesome.

All the Details You Need to Know About the New Harry Potter New York City Store


Situated next to the iconic Flatiron building, the flagship store looks to be on its way to be known as an icon of the New York shopping scene itself. Three floors, 21,000 square feet, 15 different theme areas and the largest collection of Harry Potter and Fantastic Beasts merchandise under one roof, this store, simply called Harry Potter New York, will delight every Potterhead, and with no need to buy expensive floo powder, battle with ashy fireplaces or to learn to apparate all the way to the UK!

“This will be the largest dedicated Harry Potter store in the world and will become a must-visit fan destination where Harry Potter enthusiasts can engage with interactive experiences and numerous photo opportunities as they step into the magic,” said Sarah Roots, senior vice president of worldwide tours and retail for Warner Bros. “We are very excited to be opening in New York. It’s the ideal city in which to launch with so many dedicated Wizarding World fans, a cutting-edge retail environment and a community that embraces innovative experiences.”


Walk beneath Fawkes

Inside the flagship store, visitors will walk beneath a 220 pound model of Fawkes the Phoenix and, with a “sherbet lemon” step down the spiral staircase, adorned with the same imposing griffin that heralds the entrance to Professor Dumbledore’s office.

Why have you been called to the principal’s office?

Mind-boggling magical elements — several of which are exclusive to the New York flagship— abound, including an interactive wand table. Remember “the wand chooses the wizard”, and The New York Wand Shop has more than 50 wands inspired by characters, locations and props from the Wizarding World. You may be lucky enough to be chosen by the ‘Golden Snitch’ wand, a Harry Potter, New York exclusive. Once you are a ‘chosen one’ you can take your wand on a test run at the wand table, and look out for wand boxes shooting off the Ollivander shelves!

Let the wand choose you- then try it out for size

Head from there to the personalization area to have your wand engraved, your journal embossed or, for those who tend to leave things behind on the Hogwarts Express as they head to school, have your name embroidered onto your House robe. Can’t you just see Professor McGonagall’s pursed lips now as she calls you to the front of The Great Hall to collect your lost property?

Photo opportunities are plentiful inside the movies inspired flagship store. With the level of detail in the artistry, you may even forget you are shopping, especially when you “shrink down” inside Hagrid’s boots or step inside the London phone box for your photos- just please don’t get in Arthur Weasley’s way if he needs to hurry along to the Ministry of Magic!

Fully themed from top to bottom

A gallery and store will showcase the artwork of MinaLima, the graphic design duo who worked on every Harry Potter and Fantastic Beasts movie. In this area of the mammoth store, shoppers and gawkers (and rabid fans) will have the opportunity to check out editions of the Daily Prophet with Rita Skeeter’s acidic articles, Luna Lovegood’s copies of The Quibbler and Harry’s very own Hogwarts acceptance letter. In fact, throughout the store you will find some 1,000 Wizarding World props on display, including authentic items which featured in the movies.

Get your Hogwarts study materials here

Harry’s authentic wand is promised to be on display, as well as recreations of Ron’s, Hermoine’s, and Dumbledore’s wands. The original Golden Snitch, Harry’s broomstick, gifted to him by Professor McGonagall and Tom Riddle’s diary, still impaled with the basilisk’s fang are just some of the movie memorabilia fans of the franchise will clamor to see.

Which house are you?

Don’t be alarmed though, while there are one-of-a-kind offerings to purchase you won’t need a trip to your Gringott’s vault for everything available for purchase. The store promoters have assured us there is plenty of iconic Harry Potter merchandise available at “pocket money” prices.

“Anything from the trolley, Dears?” Get your Drooble’s and licorice wands, your pumpkin pasties and Bertie Bott’s Every Flavor Beans at Honeydukes. While we aren’t sure if Honeydukes will have any competition with a Weasleys’ Wizard Wheezes Store popping up next door, but you can keep your Skiving Snack Boxes, I’ll take a Chocolate Frog please. Fingers crossed the silver Albus Dumbledore card will make it to New York (currently only available in Japan)

Collect your wizard cards…and look out or the rare ones

If you aren’t chomping at the bit to visit the store yet, know that you can play not one but two immersive, multiplayer virtual reality games. “Chaos at Hogwarts” will have you inside Hogwarts castle, where “magical creatures and secrets are ready to be found”.

Fancy taking to the skies? “Wizards Take Flight” will allow you to virtually fly through the London sky, over the River Thames and across the Hogwarts grounds on your Nimbus 2000 and battle against Death Eaters!

Muggles can fly, too

Further details are promised to be revealed soon about the VR experiences, as well as more secrets to the store, like a Harry Potter Fan Club app which allows users to find Enchanted Keys that unlock exclusive behind-the-scenes facts, figures, and videos that bring the store to life.

Go ahead and see inside with your Legilimency Spell …if you dare.

Unfortunately, this must-see New York shopping (and so much more) experience won’t be opening its doors to us muggles until June 3. If you simply can’t wait until then you can say alohamora to the official merchandise online shop for now.

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Nicola Barton

Nicola's dream was to visit all 7 continents and did so by her 40th birthday. However she knows there are still hundreds of places to explore and is packing her suitcase as we speak!

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