Household has collaborated with Warner Bros. to create a point of pilgrimage to recognise, celebrate, surprise and delight fans who come together as a community to make memories and share moments from the fiction, films and franchise. We created an experience that blends the best of physical and digital together, spanning three floors and over 21,000 sq. ft. to offer the largest collection of Harry Potter and Fantastic Beasts products under one roof.
“Magic is incorporated throughout the store.” Forbes
Sensory moments start before entering
“It has finally happened. After a 20 year wait, we can go to a Harry Potter store and see all of his wizardly world.” Forbes
We brought the fan experience journey alive from the outside in. The Magical Clock and Hungarian Horntail Dragon form an architectural icon that has been created exclusively for Harry Potter New York. Before entering, fans receive their Enchanted Keys Map, a guide on how to access the Wizarding Passport and Harry Potter Fan Club app to further enhance their experience once inside.
The main entrance to the New York Flagship is on Fifth Avenue. A supersized Fawkes hovers above inside, welcoming all fans into the flagship, where they can explore exclusive-to-New York merchandise.
Calling all fans to the Hogwarts houses experience
Fan gathering at The Atrium of Awe
Experience wand magic
The Wands area anchors the Atrium of Awe and naturally becomes part of any event at Harry Potter New York. The Book of Wands Clock sits above the area inviting fans in to discover and touch over 50 wands from across the Wizarding World franchise as magical windows provide glimpses into the world of Harry Potter. At the Wand-Weighing table, fans can learn more about the wands by holding the wand as magic appears to fall out of the tip.
“We explored ways for digital interactions and mechanical ones too, to capture attention, spark imagination and create our ‘did that just happen?’ moments. To develop these experiences we looked beyond to art installations, museums and the gaming world.” Siu-Lan Choi, Creative Director, Household
Magical nature of the Wizarding World
At The Hagrid Measure Up photo opportunity, fans can put their feet into his leather boots for a try on. At The Ministry Phone Booth, fans can go inside and check out the ‘Most Wanted’ posters.
New York's first Butterbeer Bar
“We are bringing the best of our retail offer, we’re bringing the best of our theming, and we’re bringing entertainment together in one space. We truly believe the Harry Potter Store New York is unique. There really isn’t anything else like this anywhere in the world; we believe it will be a first in the marketplace.”
Karl Durrant, VP & General Manager, Warner Bros. Retail Destinations
Immersing fansinto the world of J.K. Rowling's books
“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,” Sarah Roots, EVP of Warner Bros. Worldwide Tours and Retail