FIRST LOOK: Harry Potter Shop Opens in Chicago

Our McMillanDoolittle team braved the long wait times to visit the newest Harry Potter Shop. As Chicago-based consultants, we’re eager to see if this new store can continue to bring much-needed energy and excitement to Chicago’s Magnificent Mile.

Take a virtual photo tour of the store with us! And check out our Instagram Reel here.

The 12,200 sq. ft. store is located beneath the Omni Hotel Chicago and is the 4th of its kind globally (other locations include New York, London, and Tokyo). The store’s interior draws inspiration from “Harry Potter and the Goblet of Fire” (while other locations are more broadly themed). There are fun Easter eggs throughout the store that superfans will appreciate!

Photo Credit: McMillanDoolittle

The store opening attracted a huge crowd (many already dressed in Harry Potter gear!). Wait times of 3+ hours were typical on opening day, but the “Virtual Line” lets you roam around downtown and return when you receive a text. You have an hour to return. You then scan a QR code, which makes your store entrance feel very “theme park-esque”. The estimated wait time was inaccurate (luckily it wasn’t 11+ hours).

Photo Credit: McMillanDoolittle

Details, details, details. Every merchandise display is beautifully curated, the ceilings have brooms and books suspended from it, and the tops of shelves and store corners have visual intrigue. Also, the focus of the store is definitely on the merchandise (wands, house-specific gear, stationery, jewelry, etc.) – not technology, not the books, and not the movies. Only one shelf of books was present, and the only screens are at checkout (and integrated into very few displays), leaving lots of room for imagination!

Photo Credit: McMillanDoolittle

The first displays you see feature the “Chicago Collection”: hats, mugs, clothing, totes, stuffed bears, keychains, prints, and more. Every visitor received a free Chicago Harry Potter pin.

Photo Credit: McMillanDoolittle

Photo Credit: McMillanDoolittle

You can have your items personalized, like wands and robes, in about 15 minutes (for an additional cost). It was very popular during our visit! You can also create a custom acceptance letter to Hogwarts at an iPad station.

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The only interactive feature is a jelly bean wheel that lights up and lands on a flavor. It’s fun and Instagrammable… but a bit underwhelming (maybe because I landed on Rotten Egg!)

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For food and beverage, Chicago’s store has the largest Butterbeer Bar (non-alcoholic drink) in the U.S., inspired by the city’s speakeasies. It also sells themed treats, like Caudron Cake, Hedwig Cupcakes, and Butterbeer Popcorn. The café has 15–20 tables to help visitors extend their time in the store. A fun detail includes a washing station for your souvenir Butterbeer Bar cups so that they aren’t sticky when you take them home!

Photo Credit: McMillanDoolittle

Photo Credit: McMillanDoolittle

The staff were incredible – friendly, helpful, insightful. You could even scan the back of employees’ nametags to take a “Which Hogwarts’ House Are You Quiz” Despite the large crowds, the team made the experience feel personal and not too overwhelming.

Photo Credit: McMillanDoolittle

At McMillanDoolittle, we help retailers and brands develop engaging, experience-driven concepts that connect with customers and drive results. Interested in exploring immersive retail for your brand? Let’s talk.