Warner Bros will open the UK’s largest Harry Potter shop on Oxford Street on 4 November. The flagship store is intended as an immersive attraction as well as a retail outlet, reflecting efforts to draw visitors to physical high streets with experiences that cannot be replicated online.

The 21,000 sq ft store will occupy two floors at 134-140 Oxford Street and feature Diagon Alley-inspired displays, including a Gringotts dragon, a full-sized Knight Bus and The Leaky Cauldron serving food and Butterbeer. It will be the UK’s second official Harry Potter retail destination after King’s Cross, joining other recent investments on Oxford Street, which attracts about 500,000 visitors daily.