Take a peek inside the new Harry Potter New York
store opening this summer in the Flatiron District
The exterior of the new Harry Potter New York shop at 955 Broadway.
BY EMILY DAVENPORT
You won’t find it near
Platform 9 3/4, but soon
Harry Potter fans will be
able to explore a new spellbinding
store in the Flatiron District.
On June 3, Harry Potter New
York will open its doors next
to the iconic Flatiron building
at 935 Broadway. The fl agship
“Harry Potter” store will span
three fl oors and over 21,000 sq.
ft., housing the largest collection
of “Harry Potter” and “Fantastic
Beasts” products under one roof.
The store aims to elevate the
retail experience for the city’s
Potterheads by incorporating a
hand-crafted design and interactive
elements for shoppers to
PHOTOS COURTESY OF HARRY POTTER NEW YORK
enjoy.
Harry Potter New York features
15 different themed areas,
each one carefully and uniquely
presented to bring the magic
of the Wizarding World to life,
starting with customers walking
in under a model of Dumbledore’s
trusty phoenix Fawkes, who
hangs from the ceiling.
There are several areas that
present great photo opportunities,
such as a London phone
box for a photo as if transporting
themselves into the Ministry of
Magic, or even seeing themselves
as if they were inside Hagrid’s
boots, and you can put the store’s
interactive wand to the test.
“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, executive
vice president of Warner Bros.
Worldwide Tours and Retail.
Ravenclaws will get a kick out of this store, as will the other members of Hogwarts.
“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.”
Each guest can fi nd several
pieces of “Harry Potter” themed
merchandise, including a room
that sells 50 wands inspired by
characters, locations and props
from the Wizarding World, including
the Golden Snitch wand,
exclusive to Harry Potter New
York.
The wand shop can be found
through the Griffi n, which stands
guard outside of Dumbledore’s
offi ce. For those with a sweet
tooth, the store will offer such as
Chocolate Frogs and Bertie Bott’s
Every Flavour Beans in the area
inspired by Honeydukes.
At the store’s Dirigible Plum
tree, you’ll fi nd plush toys of your
favorite magical creatures. Fans
will be able to browse a range of
brand collaborations including
Spirit Jerseys, Loungefl y handbags
and many other fan-favorite
ranges including Pottery Barn
Teen.
Harry Potter also will have a
Personalization Area that can
make any purchase more unique
and special, including engraving
a wand, embossing a journal or
embroidering a House robe with
their name.
The store intends to also incorporate
several digital integrations
into its shopping experience,
including the use of the Harry
Potter Fan Club App. Users who
log onto the app in-store can
fi nd Enchanted Keys throughout
the store that unlock exclusive
behind-the-scenes facts, fi gures,
and videos.
Shoppers who want a truly
immersive experience can try out
two virtual reality experiences:
“Chaos at Hogwarts” allows
“Harry Potter” fans to step into
a magical journey at Hogwarts
Castle and become part of the
adventure where magical creatures
and secrets await, while
“Wizards Take Flight” gives
guests a chance to fl y on brooms
with a magical wand and battle
against Death Eaters over the
skies of London and around
Hogwarts Castle. Both experiences
are expected to open over
the summer with more details to
be announced soon.
Harry Potter New York will
also house the country’s fi rst
House of MinaLima. The graphic
design duo behind all of the “Harry
Potter” and “Fantastic Beasts”
movies is creating a gallery to
showcase the graphic art used in
the fi lms, including prints of the
Daily Prophet covers, Harry’s
Hogwarts acceptance letter and
the Quibbler
“We are excited to welcome
Harry Potter New York to the Flatiron
District. This one-of-a-kind
retail experience will draw Harry
Potter fans from across the world
to our neighborhood, catalyzing
economic activity that supports
businesses throughout Flatiron and
NoMad as they recover from the
devastation of the pandemic,” said
James Mettham, Executive Director,
Flatiron/23rd Street Partnership.
“The fact that such an iconic
franchise is opening their fl agship
store in the heart of the Flatiron
District bodes well for the future of
our neighborhood recovery.”
If you want to see what’s
available before the store opens
its doors, a hand-selected range
of products are available to purchase
from the Harry Potter Shop
at www.harrypottershop.com.
An array of treasures for every Harry Potter fan can be found
at the flagship store.
6 April 22, 2021 Schneps Media
/www.harrypottershop.com
