Harry Potter flagship store opens in New York

The store will span three floors and will offer exclusive lines, interactive elements and more.

Sitoh Shanice

Dances in her free time and can also lick her elbow.

Published: 7 June 2021, 1:24 PM

The biggest Harry Potter store opened its doors on Jun 3 in the heart of New York City, next to the iconic Flatiron building at 935 Broadway.

Featuring 15 different themed areas across three floors, the store also houses the largest collection of merchandise inspired by the Harry Potter books and blockbuster films.

This includes a wand table in the store’s Wand Shop, which hosts over 50 wands inspired by the characters within the Wizarding World. 

This includes exclusive wands such as the Golden Snitch Wand, specially created for the Harry Potter New York store.

Merchandise bought from the store can be made unique at the Personalisation Area, where shoppers can get their name engraved on their wand, or embossed on a journal.


Visitors can even have a “wand duel,” with the character they see appearing on the domed digital screen. PHOTO CREDIT: HARRY POTTER NEW YORK


Apart from its merchandise, the store itself has specially themed decor inspired by the film. For example, when visitors first enter Harry Potter New York, they will be greeted with a huge, floating model of Fawkes the phoenix. This is just one of the many handmade props designed by a team of specialist prop makers throughout the shop.

There are nine cases holding 12 actual movie props from the hit films. Just scan the “enchanted keys” at each prop case with your phone to gain access to behind-the-scenes footage from the movies or fun facts about the prop.

There are also interactive elements around the store and visitors are encouraged to download the Harry Potter Fan Club app to explore the store via a scavenger hunt.

Once you’ve collected all nine keys, you get a secret password to whisper to one of the store’s cashiers, which bags a free gift.


Harry Potter New York also plans to use virtual reality to provide visitors with immersive adventures. This is set to be introduced to the store later in July. PHOTO CREDIT: HARRY POTTER NEW YORK


Muggles can also find many photo opportunities to capture on each storey, from a Ministry of Magic London-style phone box to posing inside one of Hagrid’s boots.

After exploring the store, settle down for a pint of butterbeer at the Butter Beer Bar in the back of the store. The bar offers the original cold Butterbeer served in a collectible cup, and also introduces a new vegan Butterbeer served in a bottle.


Customers can choose from draft Butterbeer, Butterbeer ice cream and bottled Butterbeer. PHOTO CREDITS: HARRY POTTER NEW YORK


Other beverages like coffee and tea are also available and the bar offers a variety of themed cupcakes and cookies.

Doran Finneran, the sales and experience manager for Harry Potter New York said: “Whether the Harry Potter fan who has ‘everything’ is looking for something new, or someone just wants to come in and browse and soak up the ambiance — there is something for everyone.”

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