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New York’s brand-new flagship Harry Potter store is an immersive retail experience boasting the largest collection of Harry Potter and Fantastic Beasts merchandise anywhere in the world
Lauren Heath-Jones | Planet Attractions | 10 Jun 2021
The store is the world’s largest immersive retail experience dedicated to Harry Potter anywhere in the world Credit: Harry Potter New York
New York City has welcomed a brand-new immersive retail attraction, with the flagship Harry Potter store opening its doors right next to the city’s iconic Flatiron building.
Built over three storeys and 21,000 sq ft (1,950 sq m), the Harry Potter store is the largest of its kind anywhere in the world, with the experience featuring 15 themed areas inspired by locations found within the Wizarding World.
The flagship boasts the largest collection of Harry Potter and Fantastic Beasts merchandise anywhere in the world and includes exclusive products, as well as fan-favourites such as Bertie Botts Every Flavour Beans and Chocolate Frogs. Customers can also choose from a large collection of Wizarding World apparel, soft toys, books and replica props.
A 200lb statue of Fawkes the Phoenix was created by specialist prop makers especially for the store CREDIT: HARRY POTTER NEW YORK
Entering the store, visitors are greeted by a floating statue of Fawkes the Phoenix, one of special props seen through the experience. Other props include a larger-than-life version of Voldemort’s Horcrux, Nagini, and an enormous Time Turner suspended from the store’s ceiling. More than 1,000 items are also on display through the store, with many having been used in the films.
In addition to retail, a number of in-store experiences are featured, including a Butterbeer bar and an interactive wand table where customers can battle each other in a wizarding duel.
The store also offers a number of photo opportunities, with locations including a Ministry of Magic London-style telephone box and a space where you can step into Hagrid’s shoes and see how tall you are compared to the giant gamekeeper.
The Dark Arts area features a larger than life sculpture of Voldemort’s Horcrux Nagini CREDIT: HARRY POTTER NEW YORK
Digital technology has also been incorporated through the experience, enabling users of the Harry Potter fan club app to use ‘enchanted keys’ to unlock secret facts and videos. There are also plans to expand into virtual reality, with two sensory VR experiences expected to be added in the next year. The first, called Chaos at Hogwarts, will take visitors on an adventure inside Hogwarts Castle, while the second, Wizards Take Flight, takes guests on a thrilling broomstick ride over London.
“We’re delighted to be welcoming fans to Harry Potter New York for a completely new shopping experience,” said Sarah Roots, EVP of Warner Bros Worldwide Tours and Retail.
“Not only will visitors find the largest range of Harry Potter and Fantastic Beasts products under one roof, they will also get to discover up-close some of the hand-crafted props that were seen in the films, use our unique photo opportunities and experience the incredible theming throughout the store.
There are 15 different themed areas, each inspired by a different location from the Wizarding World CREDIT: HARRY POTTER NEW YORK
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