Shopping is no longer just the process of acquiring goods


The world’s first official Harry Potter flagship store has opened in New York City spanning three floors and over 20,000 sq. ft. From virtual reality experiences and photo opportunities to New York’s first Butterbeer bar, this flagship offers a way for fans to immerse themselves in the magical world of Harry Potter.  

“With its long-awaited opening, Harry Potter New York has already excelled at one of the most pressing priorities in physical retail – creating a compelling reason for consumers to visit stores.  

While Harry Potter New York sets an experiential retail standard that is not realistic for many brands, the store’s focus on exclusive products, interactive elements and digital technologies – including integration with the Harry Potter Fan Club app – are foundational elements of modern store experiences.  

As this over-the-top experience shows, shopping is no longer just the process of “acquiring goods”. It’s a sensory experience, a leisure pastime and even a way of tapping into like-minded lifestyles and communities, such as in this case, connecting with others who share a passion for the Wizarding World. 

As we look to the future of retail, retailers that offer unified commerce experiences, compelling product assortments and hold a deep understanding of their customers’ needs and wants will be best positioned for success.