Sunday, June 06, 2021

Official Harry Potter Flagship Store Opens in New York City


From Universal Studios theme parks to the Warner Bros Studios Tour Harry Potter London, Harry Potter attractions and exhibitions have blossomed all over the world. With various installments in the works such as Fantastic Beasts and Cursed Child, the franchise has finally established a flagship store in New York City - a premiere location that will house a vast range of merchandise.

Harry Potter New York joins the ranks of popular stores such as the Harry Potters at Kings Cross Station. But this new magical destination aims to "set a new standard for themed retail, combining breathtaking design, exquisite craftsmanship, hand-crafted props, exciting interactive elements and exclusive products."

With over three floors and 21,000 sq. ft, there's no way that the store won't meet expectations as the largest collection of Harry Potter and Fantastic Beasts products under one roof. 


Guests will experience the magic from the very beginning when they enter the store and are greeted with a life-size model of Dumbledore's phoenix Fawkes. One room in particular will be dedicated American store housing merchandise of graphic and prop designers of the films, Minalima. If guests want to take a break while shopping, the Butterbeer Bar includes a range of beverages and wizarding inspired treats.

 Personalization options include engraving a wand, embossing journals, or embroidering a House robe with their name. Even more merchandise includes Spirit Jerseys, Loungefly handbags and many other fan-favorite ranges including Pottery Barn Teen. 

The site is not just a witch or wizards' dream to buy supplies for their trip to Hogwarts. There will be 15 different themed areas to bring the Wizarding World to life. Handmade props line the building from top to bottom including photo opportunities made available throughout the building such as posing inside a London phone box as if they're entering the Ministry of Magic. More than 1,000 props are on display throughout the building, many of which were used in the films.

Though witches and wizards technically can't technically use muggle technology, digital elements have been added. An interactive wand table similar to the Penseive allows guests to choose a wand and learn more about its history. The Harry Potter Fan Club is integrated throughout, where guests can keep an eye out for magical locks to unlock rewards.

Exciting multiplayer virtual reality experiences will also cultivate full sensory VR adventures that allow for two  modes real-time interactive exploration of the Wizarding World - "Chaos at Hogwarts" invites guests to explore the Hogwarts castle where magical creatures and secrets await; "Wizards Take Flight" prepares guests to fly on brooms against Death Eaters in a magical wand battle.

“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 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.”

The store is currently using a virtual queue where guests scan a QR code, fill in their group details, and then receive an estimated wait time to return. They will then receive a notification to return and enter the pre-entry line. Once the virtual queue reaches capacity, it's turned off for the day's operations. 

Harry Potter New York is located on 22nd St between 5th Ave and Broadway 935 in the Flatiron District next to the iconic Flatiron building. The store will be open Mondays to Saturdays from 10 a.m. to 9 p.m. and Sunday from 11 a.m. to 7 p.m. For more information, visit the official website.

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