The world’s first Harry Potter flagship store opens in the Flatiron District on Thursday.
The world’s first Harry Potter flagship store opens next to New York City’s Flatiron Building on Thursday, after being delayed for a year due to the COVID-19 pandemic. MarketWatch recently got a sneak peek of the 935 Broadway shop celebrating J.K. Rowling’s coming-of-age series about young witches and wizards.
A personalization area on the lower level lets fans customize seven different products, such as monogramming a replica storage trunk like the ones that characters in the movies brought on board the Hogwarts Express; getting their names embroidered onto robes from one of the four Hogwarts houses; engraving a wand; or getting their own personalized acceptance letter to the Hogwarts School of Witchcraft and Wizardry.
“This New York location makes sense for many reasons, but a connection to ‘Fantastic Beasts’ was one of the reasons, and the incredible fan base that lives here,” said Durrant.The store has embraced the architecture of its 1860s building in its design — although some initial backlash from the local community board caused it to scrap initial plans to put a fiberglass dragon and backlit Harry Potter signs on the building’s facade.
The shop will also launch a virtual queueing system and a digital traffic counter to prevent overcrowding when it opens. Customers will scan a QR code when they arrive at the store. This enters them into a virtual line, and they can leave the store to grab coffee or to window-shop nearby until they get an alert on their phone that it’s their turn to enter the store.
There’s also a wand table featuring the magic wands of fan-favorite characters like Harry, Ron and Hermione from the “Harry Potter” films, or Newt and Tina from the “Fantastic Beasts and Where to Find Them” spinoffs. Grasping each of these wands launches interactive features where guests can have a “wand duel,” or see snippets of movie scenes or quotes from that character appear on the domed digital screen.
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