Warner Bros has unveiled the first official glimpse inside a huge new Harry Potter store which could spell trouble for the growing number of unofficial shops cashing in on the wizarding world.
The 21,000 sq ft flagship will open on November 4 at The Ribbon development at 134-140 Oxford Street, creating what Warner Bros says will be the UK’s largest official Harry Potter shopping destination.
Spread across two floors, the London store has been designed to resemble the magical Diagon Alley, with themed areas, exclusive merchandise and photo opportunities aimed at fans of the books and films.
And new concept artwork released today gives fans their first look at what awaits them inside.
The store is set to become a major new attraction for the millions of Harry Potter fans who visit London each year – and arrives as a growing number of unauthorised Potter-themed shops have sprung up across the capital.
There are at least six such stores in London’s West End alone, with names including Magical Platform, Spellbound Emporium and House of Wonders.
While some sell genuine Harry Potter merchandise, they are not affiliated with Warner Bros or author JK Rowling.
The official Oxford Street store is expected to give fans a new destination to buy merchandise directly from the brand behind the films, potentially putting pressure on the unofficial retailers which have increasingly become part of the capital’s tourist landscape.
Warner Bros has unveiled the first official glimpse inside a huge new Harry Potter store on London’s Oxford Street
The 21,000 sq ft flagship will open on November 4 at The Ribbon development at 134-140 Oxford Street, creating what Warner Bros says will be the UK’s largest official Harry Potter shopping destination
A retail expert previously said the move showed Warner Bros’ plans to ‘squeeze the oxygen out of the unlicensed market’.
The new flagship will also be only Britain’s second official Harry Potter shop, following the store at King’s Cross station, although fans can also buy merchandise at the Warner Bros Studio Tour in Leavesden.
The Oxford Street site is being billed as a fully immersive experience rather than simply a shop.
Warner Bros says visitors will be able to explore ‘beautifully themed spaces’, discover one-of-a-kind products and encounter magical moments created for witches, wizards and Muggles alike.
The announcement comes at a significant moment for the franchise, with a new Harry Potter television series also on the horizon.
The original books and films have made London a pilgrimage site for Potter fans from around the world, with locations connected to the franchise drawing huge numbers of tourists.
Warner Bros says the Oxford Street store will build on the success of its Harry Potter shops around the globe and bring the brand back to the city where the story began.
Spread across two floors, the store has been designed to resemble the magical Diagon Alley, with themed areas, exclusive merchandise and photo opportunities aimed at fans of the books and films
‘Following the success of our Harry Potter shops around the globe, opening the Harry Potter Shop in London is a truly special milestone.
‘We’re incredibly proud to bring the magic back to the city where Harry Potter’s story began. There’s no better place to create a destination that celebrates the magic, creativity and storytelling that has captivated generations of fans around the world.’
Karl Durrant, Senior Vice President, Retail Warner Bros. Discovery Global Experiences, said the store had been designed to make visitors feel as though they had stepped into the wizarding world.
‘Step inside and you’ll feel as though you’ve walked straight into Diagon Alley. Every detail has been designed to transport fans into the wizarding world. Whether you’re local to London or visiting from afar, we can’t wait to welcome fans through our doors this November.’
With more than 21,000 sq ft of retail space, the Oxford Street flagship will be the world’s largest official Harry Potter shop when it opens.
