A new 21,000 square foot Harry Potter flagship store will open on Oxford Street in London, occupying The Ribbon at 134-140 Oxford Street over two floors and joining Warner Bros’ broader Harry Potter experiences in the city.

The flagship is described by Warner Bros’ senior vice president Karl Durrant as a new and exciting retail experience that will delight fans and entertain visitors to the capital.

The store will sit alongside existing Potter experiences, including Warner Bros Studio Tour London – The Making of Harry Potter and the King’s Cross shop.

Inside the flagship, visitors will find photo opportunities, interactive activities, and exclusive merchandise tailored for fans and tourists.

The King’s Cross shop offers wands, robes, uniforms, golden Platform 9 ¾ tickets, and other Potter collectibles, with a design that echoes Hogwarts classrooms.

Oxford Street remains one of the world’s busiest shopping streets, drawing roughly half a million visitors each day.

London Mayor Sadiq Khan announced plans to pedestrianise a 0.7-mile stretch of Oxford Street from Oxford Circus to Marble Arch, with works starting in summer and the first traffic-free section by year-end.

Pedestrianisation is expected to begin this summer, reshaping traffic flow as the city adds more pedestrian-oriented zones along the street.