Harry Potter Goes Experiential in New York, Pointing to Retail's Future

Two new virtual reality experiences add magic to shopping

Imagine the wind whooshing through your hair and the London mist dampening your clothes as you soar high above Big Ben on your broom battling Death Eaters, magical energy crackling from the end of your wand.

Thanks to Harry Potter’s new flagship store in New York, that fantasy is now a virtual reality via one of two new experiences called Wizards Take Flight.

The other experience, Chaos at Hogwarts, is guided by the house elf Dobby as participants explore the school for wizards and witches as depicted in the Harry Potter films, encountering an angry dragon and wrangling a magical platypus-like creature called a niffler.

Both will be available beginning July 15.

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