The magic is only getting started.
Harry Potter is in the middle of a major milestone year, and as the Wizarding World celebrates its 25th anniversary while preparing to enter an entirely new era on television, Warner Bros. is making sure the celebration extends far beyond the screen.
And its latest move is a big one.
The largest Harry Potter store in the U.K. is officially coming to London’s Oxford Street this November, creating another major destination for fans just weeks before HBO’s new Harry Potter series premieres on Christmas Day.
Spanning more than 21,000 square feet across two floors, the new flagship location is taking inspiration directly from one of the Wizarding World’s most recognizable destinations: Diagon Alley.
That means this isn’t shaping up to be just another merchandise shop.
Fans stepping inside will find a towering dragon overlooking Gringotts, a full-sized Knight Bus and even a branch of the Leaky Cauldron serving food and, naturally, foaming Butterbeer.
The location will also be filled with plenty of opportunities to bring a little bit of the Wizarding World home.
Alongside a massive assortment of Harry Potter merchandise, the Oxford Street store will feature several exclusives created specifically for the location, including a Diagon Alley wand, an exclusive Funko Pop and special MinaLima artwork inspired by the Knight Bus and Diagon Alley.
It is another major piece of what is quickly becoming an all-out year for Harry Potter.
The franchise’s 25th anniversary has already brought new merchandise, collaborations, collectibles and experiences, giving longtime fans more ways to celebrate the Wizarding World while introducing Hogwarts to another generation.
But those efforts are really only beginning.
This Christmas will mark the start of one of the franchise’s biggest undertakings yet as HBO launches its new television adaptation with Harry Potter and the Philosopher’s Stone. The series will begin Harry’s story again with a new cast and a longer-form approach to the original books.
Even before that first season premieres, HBO has already greenlit Season 2, with production expected to begin this fall as the next chapter of the story begins taking shape.
Now Warner Bros. is building out the physical side of that renewed excitement as well.
The new Oxford Street location will become the second official Harry Potter store in the U.K., joining the existing King’s Cross Station shop. But its massive scale and immersive elements position the new store as much more of a Wizarding World destination in its own right.
And London is certainly a fitting place for it.
From King’s Cross to the locations that inspired and appeared throughout the franchise, the city has long been intertwined with the identity of Harry Potter. Bringing a Diagon Alley-inspired flagship into one of London’s biggest shopping districts creates another bridge between the fictional world and the real one fans have been visiting for decades.
Twenty-five years later, Harry Potter isn’t slowing down.
With a new television series, expanding merchandise, major collaborations and now an enormous new retail destination, Warner Bros. is putting the pieces in place for the Wizarding World’s next chapter.
And if this anniversary year is any indication, there is still plenty more magic to come.