Even Muggles seem to be impressed by the magical new store in Central London
Diagon Alley has found itself a new address, and this time it’s right in the heart of London’s Oxford Street.
A brand-new Harry Potter flagship shop has opened its doors in the capital, bringing a touch of movie magic to one of London’s busiest shopping destinations, with merchandise to buy for under a tenner or right into the hundreds.
Whether you’re a lifelong Potterhead or simply curious about the Wizarding World, there’s more to explore than just shelves of merchandise. And it seems even Draco Malfoy himself is impressed.
Tom Felton, who played the Slytherin student in all eight Harry Potter films, was among the first to step inside the new store ahead of its official opening on Wednesday, November 4.
Speaking exclusively to MyLondon, the actor said: “It’s so cool Harry Potter has its own shop in the heart of what I think is Harry Potter’s home really, London, and Oxford Street as well. It’s very impressive.”
So, what’s waiting behind the doors of London’s newest magical destination?
1. Even teddy bears need a Hogwarts house
Forget sorting witches and wizards – it’s time for teddy bears to discover where they belong.
Exclusive to the Oxford Street shop, the Hogwarts Bear Ceremony gives fans the chance to create their very own bear and find out whether it’s destined for Gryffindor, Slytherin, Ravenclaw or Hufflepuff.
The experience begins with visitors choosing the qualities that will shape their bear before taking part in a special Sorting Ceremony, where its house is revealed.
Once the sorting is complete, it’s time to dress the newest Hogwarts recruit, with a selection of outfits and accessories inspired by the Harry Potter films. Each bear comes in an exclusive collector’s box, complete with a certificate of authenticity.
The experience costs £75 per bear, payable afterwards. Visitors can reserve a timeslot for free through the official Harry Potter Shop website, with availability shown up to seven days in advance.
2. A wand worth waving
No trip to Diagon Alley would be complete without a wand, and the Oxford Street store has one you won’t find at any other Harry Potter Shop.
The exclusive Diagon Alley wand is among a collection of special merchandise created for the flagship, giving collectors another reason to make the journey into Central London. But you’ll also find all your favourite characters’ replica wands available to buy including the legendary Elder Wand owned by Albus Dumbledore himself (and various others of course).
And if your shelves are already overflowing with wands, there’s also an Oxford Street-exclusive Harry Potter Funko Pop! to add to the collection.
3. Exclusive artwork straight from the wizarding world
For fans who appreciate the finer details of the films, there’s exclusive artwork from MinaLima, the design studio responsible for bringing much of Harry Potter’s iconic graphic design to life on screen.
The Oxford Street collection includes pieces inspired by Diagon Alley and the Knight Bus, giving fans the chance to bring some of the films’ iconic designs into their own homes.
There’s also an exclusive Butterbeer label collection, alongside clothing, stationery and accessories.
4. Butterbeer at the Leaky Cauldron
Shopping can be thirsty work, even for witches and wizards.
Fortunately, visitors won’t have to venture far for a Butterbeer, with a Leaky Cauldron-themed food and drink area inside the store. Inspired by the famous pub from the films, the space offers somewhere to take a break from browsing the shelves.
And for those with a sweet tooth, Butterbeer Ice Cream is also on the menu.
5. Mind the dragon overhead
There’s more than just merchandise to catch your eye, with a rather large surprise waiting above shoppers.
A towering Ukrainian Ironbelly dragon watches over the store’s Gringotts-inspired area, bringing one of the most memorable creatures from the Harry Potter films to life. Thankfully, visitors won’t have to worry about it breathing fire while they’re shopping. London Fire Brigade can relax.
6. The Knight Bus has made a stop on Oxford Street
You won’t need to stick out your wand arm to summon this one.
A full-sized version of the iconic purple Knight Bus has pulled up inside the store, offering fans the chance to get up close to one of the franchise’s most recognisable modes of transport.
The triple-decker bus, made famous in Harry Potter and the Prisoner of Azkaban, is one of several photo opportunities dotted throughout the Diagon Alley-inspired space.
Tom Felton gets a dose of Hogwarts nostalgia
For Tom Felton, stepping inside the new shop brought back memories of his days filming Harry Potter, with its attention to detail reminding him of being on set.
“I’m absolutely blown away. I can’t believe the attention to detail here, it takes me right back to set,” he said in a statement.
“To think, we’re just around the corner from the location of the premiere of the Philosopher’s Stone. Who would have thought 25 years ago that we’d be opening a flagship shop on Oxford Street.’
“What a special place this shop is for fans. Just can’t wait for them to see it.”
The Harry Potter Shop Oxford Street is located at 134-140 Oxford Street, London.
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