I’m a big fan of Harry Potter, so when I went to New York, I planned to visit the newly opened Harry Potter New York. Harry Potter New York is located near Madison Square Park and the Flatiron Building. Since they are all here, let’s stop by the store!
Why you should come to the Harry Potter New York?
Although it has been 20 years since the first episode of “Harry Potter: The Sorcerer’s Stone” was released, the popularity of Harry Potter has not diminished. In order to allow fans to enjoy the magical world more, Harry Potter New York combines many amazing designs with handmade props, as well as interactive elements and exclusive products, allowing fans to experience the world of The Witcher in a whole new way. If you are also a fan of “Harry Potter”, I think you will also fall in love with this place. Not only you can satisfy your curiosity about the wizarding world, but also you can buy thousands of props and commodities from the wizarding world.
How to get into Harry Potter New York?
Oh, by the way, Harry Potter New York now adopts an online queuing system. There is a QR Code in front of the store for you to scan the queue (it will be updated at 7:00 every morning), and you can change the number of people on the webpage at any time. When it is your turn, you will receive a text message informing you to enter the store within an hour, and there is no additional ticket fee; in addition, drinks and food are not allowed in the store!
The only way to enter the Harry Potter New York is the online queuing system right now. If there are too many people queuing up on that day, the store will turn off the QR Code setting and no longer accept queuing. In this way, you will have to arrange another day to come to Harry Potter New York.
It is recommended that you come to the scene early and line up in advance. There is an Italian supermarket around the Harry Potter New York – Eataly NYC Flatiron, where you can have a cup of coffee and a dessert while waiting, or go to the famous Madison Square Park to enjoy leisure in the city, or there is an independent bookstore about 10 minutes walk away – Rizzoli Bookstore is also a good place to read books there.
Fawkes flying into the store
When you walk into the store, you must be able to see the huge model of the Buddha who welcomes us on the ceiling. This is specially made for the Harry Potter flagship store by a professional props manufacturing team. It weighs more than 220 pounds, and this is just for the store. This is one of the handcrafted props carefully crafted for fans!
Although the store mainly sells goods related to “Harry Potter”, there are some other derivative works, such as the magic beast, Niffler. Niffler appears in the corner of the store too.
Ollivanders Wand Shop
In this area, I found the most complete collection of wands I’ve ever seen! At most Harry Potter–themed shops, you’ll usually only find wands from the main characters. But here—even Bellatrix Lestrange’s wand is on display!
And the wands aren’t just lined up on one side. Just like in the films, you’re surrounded by them, dazzled and overwhelmed, not quite sure which one might be destined to choose you.
Entrance to Dumbledore’s Office
Remember in the films, the rotating staircase that led to the headmaster’s office, guarded by a tall Griffin statue? Inside the shop, you’ll find the very same Griffin standing proudly—and yes, it actually rotates, just like in the movies! Paired with the winding staircase, it truly feels as if you’re spiraling your way right into Dumbledore’s office.
All around the shop, you’ll spot displays that recreate the magical, old-world atmosphere from the films. You’ll notice plenty of quills in the décor—but surprisingly, none are for sale!
As for the merchandise, there’s a wide range to browse, from stationery and snacks to, of course, wands. Stationery items are generally priced between $2–15 USD. The iconic treats from the first film—like the Chocolate Frog that amazed Harry, or Bertie Bott’s Every Flavour Beans—are priced around $12–22 USD. And for those who dream of owning a wand, the price varies by character: wands from Harry, Hermione, and Dumbledore are each $38 USD.
Oops—spoiler alert! Inside the Harry Potter flagship store, there’s a section filled with snacks straight out of the films. Not only will you find the famous Chocolate Frogs and Bertie Bott’s Every Flavour Beans, but also Exploding Bonbons and more. It’s no surprise that plenty of kids can’t resist—many were tugging at their parents, begging to take extra treats home!
Herbology Classroom
It might feel a little odd to call this corner a “classroom,” but since it’s filled with rows of Mandrakes, let’s go with the Herbology Classroom! Remember the Mandrakes? In the films, you had to wear earmuffs while repotting them—otherwise their cries were too dangerous. Poor Neville Longbottom even fainted once when his earmuffs slipped!
Besides the Mandrakes, you’ll also find another creature that played an important role in the films—spiders. Not just the little ones, but even the giant Aragog himself! I won’t spoil the surprise though—you’ll have to see it for yourself when you visit.
Step into the telephone booth and travel straight to the Ministry of Magic!
The walls here are covered with wanted posters—even Harry Potter himself is on display. And tucked in the corner stands the iconic red telephone booth. Just like in the films, step inside, dial 62442 (M-A-G-I-C), and you’ll be transported from the streets straight down to the Ministry’s grand atrium on the eighth floor.
Walking through the Harry Potter New York flagship store, it truly feels like surprises await at every corner. For a Harry Potter fan, the overall design and themed displays are already more than satisfying. But there’s more—you can download the Harry Potter Fan Club app, and throughout the store you’ll spot QR codes. Scan them to unlock hidden adventures, and you might even receive a letter. Solve the puzzles, and you’ll be rewarded with a prize or a special gift.
This unexpected little experience is another layer of magic for Harry Potter fans—and for us Muggles, it’s a rare chance to step a little closer into the wizarding world.
First, you have to receive your letter of acceptance! ✉️🪄
Because the Dursleys kept throwing away and even burning Harry’s Hogwarts acceptance letters, the school had to make sure he received one. So they sent an overwhelming number of owls, stuffing letters through the chimney, the fireplace, and even the cracks of the doors—until the whole house was bursting with them.
At the Harry Potter flagship store, you can see this very scene come to life, with Hogwarts letters overflowing from the fireplace in a magical display.
Basilisk
Green and silver are the colors of Slytherin, with the serpent as its emblem. So the moment you see this corner of the shop, you know it belongs to Slytherin House. What surprised me most was not only the enormous basilisk on display, but also the eerie Parseltongue sound effects from the films that play alongside it!
For the elevator section, what came to my mind was actually the scene where the Weasley family used Floo Powder to travel to Diagon Alley for their school shopping.
I’m curious—what did it remind you of?
MINALIMA
Downstairs, there’s a MinaLima shop, created by Miraphora Mina and Eduardo Lima, the graphic designers behind the Harry Potter and Fantastic Beasts films. Every piece of stationery at MinaLima is unique and beautifully designed. The coolest item, in my opinion, is the new illustrated edition of Harry Potter and the Sorcerer’s Stone—not only filled with stunning illustrations but also interactive paper-craft elements. It makes such a wonderful gift choice!
✨ My favorite little corners inside the Harry Potter flagship store ✨
One of my favorite props from the Harry Potter films has always been Hermione’s Time-Turner. From afar, it looks like a simple golden necklace, but in truth, it’s a magical device that allows you to travel through time—the number of turns on the hourglass determines how many hours you go back. While the store does display a giant Time-Turner, I was a little disappointed not to find the same delicate, fully functional necklace version I once saw in a shop in Edinburgh. Instead, they only had a decorative version that doesn’t actually spin.
Rubeus Hagrid, a half-giant, stands at about 4.9 meters tall—and of course, that means his shoes are enormous too. At the Harry Potter New York flagship store, a pair of Hagrid’s giant boots is on display. Standing at just 1.57 meters myself, slipping into them felt exactly like a child trying on an adult’s shoes.
As I was sorting through my photos, I couldn’t help but wonder… just how obsessed was I with those Hogwarts trunks at the time?! 🧳✨
It’s true that there were plenty of trunks placed beneath the spiral staircase… but honestly, did I really need to take that many close-up shots of them? Still, I just can’t resist the charm of their old, weathered look—each one seeming to carry the marks of time and countless journeys. And the best part is, these trunks aren’t just for display. They actually come in both large and small sizes, so if you love them as much as I do, you can bring one home too! 🧳✨
Beneath the glass display, you’ll spot wands and Hogwarts acceptance letters. Behind this case is the customization area of the Harry Potter New York flagship store. As for what exactly you can customize… I honestly have no idea—because the line was so long, I just couldn’t bring myself to join it!
I tried my best to ignore the long line at the customization area, but I just couldn’t ignore the books flying above my head. 📚✨
Just look at how much the Harry Potter flagship store spoils its fans! Even the Sword of Gryffindor and the Nimbus 2001 are on display—and I have to say, the craftsmanship is truly impressive. I honestly wanted to take them home with me!
But then again… if I really did, where on earth would I put them? Am I supposed to sit on the broom every day, pretending I’m flying? 😂🪄✨
I noticed that many people choose to buy a copy of the Marauder’s Map—a magical map that reveals everything inside Hogwarts School of Witchcraft and Wizardry. Not only does it show every classroom, corridor, and corner of the castle, but it also unveils hidden passageways. Most impressively, it marks the location of every single person within the castle.
ButterBeer Bar
If you, like me, haven’t yet tried Butterbeer at Universal Studios, then the Harry Potter New York flagship store is the perfect place to have your first cup! Despite the name, Butterbeer actually contains no alcohol—it tastes more like a sweet, creamy soda.
Along the brick walls, you’ll also find rows of Butterbeer barrels. Paired with the copper pipes running through the shop, it almost feels as if Butterbeer is flowing through the entire place.
At the Butterbeer Bar, aside from the drinks themselves, you’ll also find themed cupcakes and cookies. The owl-shaped cupcake looked absolutely adorable, but the thought of it being made with nothing but sugar made me hesitate. There’s also a frog-shaped cupcake for those who want something equally whimsical.
I noticed some photos online showing Butterbeer served in glass mugs (probably from special preview events before the store officially opened). But perhaps due to the pandemic, drinks are now served in standard plastic cups.
I ended up spending almost an hour in the Harry Potter flagship store, though most of my attention was on the interior design and displays, rather than the merchandise. To me, the products here felt a bit too commercialized. By contrast, the items at Museum Context in Edinburgh felt more like carefully curated treasures. Of course, they also carried the classics like wands, but the overall selection felt more special to me. Still, when it comes to store design and immersive atmosphere, the Harry Potter flagship store easily takes the crown—after all, it brings so many magical elements from the films to life.
🚩 Harry Potter New York｜Official Website
📍Address：935 Broadway, New York, NY 10010（Google Map）
⏰Opening Time：Fri-Sat 9am-9pm; Sun 10am- 7pm; Mon- Thur 10am- 8pm
🎫Ticket Price：Scan the QR Code in front of the store and line up online, it’s free entrance
⌛️Duration：If you are a big fan of Harry Potter, please stay at least 30mins
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