Today’s the day! Harry Potter Shop Oxford Street has opened its doors and we can now reveal the exclusive experiences waiting for you inside. It’s time to tap the brick wall three times and come with us…
Welcome to Diagon Alley
Stepping between the threshold of the central London street and on to the Diagon Alley-themed shop floor really replicates the experience of Harry discovering the famous wizarding shopping street for the first time. Walking past the windows of Quality Quidditch Supplies, Ollivanders, Madam Malkin’s and Eeylops Owl Emporium, there are plenty of delightful details to spot. Some of our favourites: Neville’s iconic cardigan, Luna’s lion headdress and copy of the The Quibbler, and some wild (but thankfully silent) Mandrakes.
Oh, and that ominous bottle of Skele-Gro nestled in the Quidditch display. Stay away, Lockhart!
Stick out your wand hand and step on board
Among the magical London surprises waiting for you in the shop is a famous vehicle that is pretty hard to miss… A ‘violently purple’ Knight Bus that appears to be crashing through the wall and about to screech down the street! Fortunately, it has hit the brakes for long enough to make for a great photo opportunity.
The wand chooses the wizard
It wouldn’t be a Harry Potter Shop without wands, and we can confirm that there are many, many to choose from here. As well as a full wall of wands inspired by characters and objects in the wizarding world, there is also a limited-time exclusive wand only available at Oxford Street. Inspired by Diagon Alley, it’s shaped like a precarious stack of wizarding shopfronts, topped off with the famous Gringotts domed roof. In a spellbinding touch, it even casts a slightly diagonal silhouette!
‘Did you say there were dragons at Gringotts?’
A trip to Diagon Alley wouldn’t be complete without a visit to Gringotts and in this case you will come face-to-face with one of its fiery protectors as soon as you turn the corner. Yes, a dangerously detailed Ukrainian Ironbelly Dragon watches over the wizarding bank section of the shop just as it would over the vaults of Gringotts… and it looks like it’s breaking free, so tread carefully.
Floo powder at the ready
Ready to go up to the next level? A Floo Network-inspired escalator will take you to the shop’s adventure-packed first floor. As the green flames surrounding you subside, you’ll be able to take part in an exclusive experience…
Hogwarts Bear Ceremony
Bear-tter be… GRYFFINDOR! Available exclusively at Harry Potter Shop Oxford Street, the Hogwarts Bear Ceremony is a new interactive experience where you can celebrate the magic of the Sorting Ceremony… in the fluffiest way possible. How it works:
• Reserve a free time slot up to seven days in advance
• Head to the second floor and select the qualities that will shape your bear
• Take part in a special ceremony where your cuddly friend’s Hogwarts house is revealed
• Choose outfits and accessories inspired by the wizarding world for your bear, before taking it home in an exclusive collector's box with a certificate of authenticity
We were lucky enough to witness a bear being sorted in real life, by a fan clad in incredible Professor McGonagall-inspired robes. You will not believe it, but her bear was chosen for Slytherin. We’re sure she will love it just the same.
Other Oxford Street exclusives
The Hogwarts Bear Ceremony and Diagon Alley wand aren’t the only things exclusive to the new shop. Want to get your hands on a rare magical object? Great news: there’s a full Oxford Street collection, including:
• An Oxford Street exclusive Harry Potter Funko Pop!
• Exclusive MinaLima artwork inspired by the Knight Bus and Diagon Alley
• An exclusive Butterbeer label collection
• Clothing, stationery, accessories and so much more
Phew, that’s enough exclusives to satisfy a Malfoy!
Time for a Butterbeer break
If all that shopping and easter egg-spotting has tired you out, you’ll find a welcome sight on the first floor. The Leaky Cauldron-themed section, with its stained-glass panelling, exposed brickwork and beamed ceiling, pays homage to the famous magical pub. The best part: it’s serving up a selection of wizarding-inspired drinks and snacks including Butterbeer (hot, iced or ice-cream varieties), Snitch and cauldron-shaped cheesecakes, Hogwarts Acceptance Letter pizza-pockets, and loads more. Our personal favourite snack name: the Cornish Pixie Pasty. See what they did there.
A flying visit from some familiar faces
A special shop opening like this is bound to catch the attention of some Hogwarts alumni and teachers ready to return to the magic...
From Slytherin: Tom Felton, aka the iconic Draco Malfoy from the films, was one of the first to step inside the flagship shop before opening. From Ravenclaw: The always charming Warwick Davis gave the signature Flitwick 'swish and flick’ to officially unlock the shop for wizards and Muggles alike!
Follow the Harry Potter Shop on Instagram or TikTok (@harrypottershop) if you’re old enough to see Tom’s shop tour, Warwick’s wandwork, and get even more inside looks as we head into the festive season.
Now that we’ve given you a whistlestop tour of the new shop, we’ll let you explore the rest (including the glorious Honeydukes section) when you make the trip to London yourself. In the meantime, keep up to date with all the Oxford Street news and product drops by signing up to our owl post.
