Harry Potter flagship store opening in London’s Oxford Street - all we know about Warner Bros The Ribbon development

Harry Potter fans will be looking for a magic money tree ahead of a new flagship store set to open in London’s Oxford Street in the autumn. Warner Bros has announced plans for a new 21,000 sq ft shop over two floors in The Ribbon development, at 134-140 Oxford Street, which would be the second official Harry Potter retail destination in the UK alongside a site at King’s Cross Station.

The film company said designers planned to transform the interior of the building, promising Potter fans a “wizarding emporium celebrating the beloved locations featured in the books and films”. It will also offer photo opportunities and interactive activities alongside exclusive merchandise, the firm said.

Karl Durrant, Warner Bros senior vice president of worldwide retail, said: “Harry Potter is deeply rooted in British storytelling, and this will give fans an exciting new way to experience this magical world in the city that features so prominently in the stories. Offering a completely new retail experience for Harry Potter fans which will delight and entertain, it’s going to be very special.”

The shop will join the collection of Harry Potter experiences owned and operated by Warner Bros in London including Warner Bros Studio Tour London – The Making of Harry Potter and the Harry Potter shop at King’s Cross.

London Mayor, Sir Sadiq Khan, announced in February that plans to ban traffic from part of Oxford Street have been approved, with vehicles set to be prohibited from accessing a 0.7-mile stretch between Oxford Circus and Marble Arch. Oxford Street is one of the world’s busiest shopping areas, with around half a million visitors each day.

Works to pedestrianise the road are expected to start in the summer, with the first traffic-free section introduced by the end of the year.