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HARRY POTTER

NEW YORK

LOCATION

New York, New York

PROGRAM

Retail

SIZE

23,000 SF

YEAR

2021

Wizarding World is Warner Brother’s flagship Harry Potter brand space in New York City. Opened in the summer of 2021, the 20,000 square-foot space draws visitors into the universe of Harry Potter. The store is set within the historical Mortimer Building, in a unique location adjacent to New York City’s Flatiron Building between Broadway and Fifth Avenue.

Studio Superette was the architect of record and project manager for the store. Executing the design that spans three levels in an 1860s structure (older than NYC’s Zoning Code) required careful planning and coordination with a large team of stakeholders. Along with Warner Brothers, Studio Superette led a talented team of set designers, artists and fabricators to deliver an immersive experience that includes retail, VR experiences, and a Butterbeer bar with a service window fronting Broadway.

Wizarding World has been hugely successful with Harry Potter’s committed fan base in New York City, drawing thousands of guests daily. Its unique façade elements that are drawn from the Harry Potter universe have become standbys of Broadway and 5th Avenue.