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06/04/2021

Harry Potter Flagship Store Opens Doors

A new Harry Potter-themed flagship store officially opened in New York City.
flagship store

The expansive store boasts three floors and 21,000 square feet. The immersive shop holds the largest collection of Harry Potter and Fantastic Beasts merchandise in one place. There are 15 different areas to bring the “magical world of Harry Potter” to life, Chain Store Age reported. There are also more than 1,000 props in the store, including items used in the films. 

Executive Summary

The massive store reflects the impressive value in themed retail. As consumers return to stores after the COVID-19 pandemic, retailers are increasingly looking for ways to pull customers through their doors--with themed retail as an opportunity.

 

The store offers photo opportunities throughout, including a London phone box and Hagrid’s boots. Digital integrations are also spread throughout the physical store, and users can find “enchanted keys” to unlock behind-the-scenes facts, figures and videos to bring the store to life.

The store opening was delayed a year due to the COVID-19 pandemic. AT&T’s Warner Bros. brought the store to life as the number of films in the Fantastic Beasts spinoff series are ramping up. The third movie in the series is scheduled to premiere summer 2022.

Exec summary

“With its long-awaited opening, Harry Potter New York has already excelled at one of the most pressing priorities in physical retail--creating a compelling reason for consumers to visit stores,” Richard Willis, RVP Solution Consulting, EMEA and APAC at Aptos, said in a statement. “While Harry Potter New York sets an experiential retail standard that is not realistic for many brands, the store’s focus on exclusive products, interactive elements and digital technologies--including integration with the Harry Potter Fan Club app--are foundational elements of modern store experiences. As this over-the-top experience shows, shopping is no longer just the process of ‘acquiring goods.’"

See the full story at Chain Store Age.

Flaship store