Wands at the Ready: London’s New 'Harry Potter' Shop Oxford Street Is Here

The UK's largest official Harry Potter Shop has opened its doors on Oxford Street, inviting witches, wizards and Muggles alike to step inside a Diagon Alley-inspired destination filled with surprises around every corner. No Hogwarts letter required.

Located at The Ribbon at 134-140 Oxford Street, the new flagship spans more than 21,000 square feet across two levels. From larger-than-life installations and immersive environments to exclusive merchandise and unforgettable photo opportunities, the shop brings some of Harry Potter's most iconic places to the heart of London.

And fans were ready to experience it. For Warwick Davis, who played Professor Flitwick in the films, the excitement surrounding the opening was a reminder of just how much the fandom has grown.

"The fans seem more enthusiastic now than they ever were," Davis said. "There's hundreds of people outside this shop...They're dying to get in here, all in cosplay, dressed up as their favorite characters."

Welcome to Diagon Alley

From the moment fans walk through the doors, they're transported to the sights, sounds and spirit of Diagon Alley, with hidden details and authentic design touches waiting to be discovered throughout the shop.

"Diagon Alley is one of the most iconic shopping streets in the stories, so it felt like a natural influence for how we brought the displays to life," said Warren Hayward, Senior Manager, Visual Merchandising. "We wanted to capture some of that magic and give visitors the feeling of stepping into a world they've previously only experienced on screen."

And there's plenty to discover. One of the biggest is hard to miss: a towering Ukrainian Ironbelly Dragon watches over the Gringotts area, recreating one of the franchise's most memorable sights.

For Tom Felton, who played Draco Malfoy in the films, it was also a standout. When asked what his father would be hearing about, Felton didn't hesitate: "The dragon bursting through Gringotts."

Toward the back of the store, fans can climb aboard a full-sized Knight Bus for another signature photo opportunity.

And no trip into the wizarding world would be complete without a stop at the Leaky Cauldron. The all-new food and beverage experience, created exclusively for the Oxford Street flagship, serves Butterbeer, Frozen Butterbeer, Hot Butterbeer, Butterbeer Ice Cream and an assortment of Butterbeer-inspired treats.

Something Worth Owling Home

No visit would be complete without a souvenir, and the Oxford Street flagship has plenty that fans won't find anywhere else.

An exclusive collection created for the store includes a Diagon Alley Wand, an Oxford Street Harry Potter Funko Pop!, a full Oxford Street collection, exclusive MinaLima artwork inspired by the Knight Bus and Diagon Alley, and an exclusive Butterbeer label collection.

Ukrainian Ironbelly Dragon

Behind the Magic

Bringing more than 21,000 square feet of Harry Potter to life on one of London's most famous streets took more than a little behind-the-scenes magic. From larger-than-life installations to the smallest hidden details, every element was thoughtfully designed to give fans something new to discover while celebrating the stories they already know and love.

"Working with an iconic IP like Harry Potter gives us this incredible world to tap into, but the real opportunity is finding ways to go beyond what customers expect," said Paul Aspley, Senior Director, Retail Operations. "We wanted to create an experience that celebrates our fans, while welcoming new audiences and giving everyone a reason to step inside and discover something new."

That spirit carries throughout the shop, with every corner designed to reward fans who take a closer look.

"There are so many details to discover throughout the store, from the big, photo-worthy moments to the smaller touches you might not notice straight away," said Warren Hayward, Senior Manager, Visual Merchandising. "That sense of discovery is what I love most. You can come back time and time again and still spot something you haven't seen before."

Full-sized Knight Bus photo op

A New Chapter for Fans

Whether they're coming face-to-face with a Ukrainian Ironbelly Dragon, hopping aboard the Knight Bus, searching for the perfect wand or stopping for a Butterbeer, fans now have a new way to experience Harry Potter in the city where the story began.

For the stars who helped bring the original films to life, seeing a new generation embrace the wizarding world has been especially meaningful.

"Most fans that come up and see me now, they were not born when the first film was even being filmed," said Felton. "So the fact that the wizarding world is still alive and brilliant is an honor and fantastic."

More than two decades later, that enduring connection is part of what continues to make Harry Potter resonate.

"I think we'd all like to believe there is some magic in the world," said Davis. "To think there might be magic just beyond your reach, if you only know where to look, is a wonderful thing to comprehend."

And now, fans know one more place to look.

Harry Potter Shop Oxford Street is now open at 134-140 Oxford Street in London.

There's more to look forward to this holiday season: The HBO Original Series Harry Potter and the Philosopher's Stone premieres this Christmas on HBO Max.