It may have been 16 years since the last Harry Potter book came out, and 12 years since the final screen instalment of the series was released, but the magical world created by British writer J.K. Rowling continues to enchant.
A new interactive exhibition about the film franchise, which just opened at The Londoner Macao, is expected to appeal to old and new fans alike.
Spread out over more than 30,000 square feet (2,800 square metres) and featuring over 20 galleries, “Harry Potter: The Exhibition” in Macau features original props and costumes from the films as well as the Broadway production of Harry Potter and The Cursed Child.
Visitors can choose their own Hogwarts house, wand and Patronus – a spiritual guardian – and they will get to engage in interactive activities such as preparing potions, potting screaming Mandrakes and practising quidditch.
Visitors will experience everything from moving portraits to the Great Hall with its floating candles to exploring Hogwarts classrooms.
According to Julian Moon, senior vice-president of Warner Bros. Consumer Products, the exhibition was launched in the US and in Europe in 2022.
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“We’ve kept the same exhibition largely because it’s a unique experience that connects the fans directly with films and stories that they love,” he says. “I think what the fans want to do is relive and reconnect with those moments from the movies and the books.”
More than 1.7 million fans have visited these exhibitions around the world so far. Two editions are concurrently running in New York and Barcelona at the moment, and the one at the Londoner is the first of its kind in the Asia-Pacific region.
Upon entry, each visitor is given a wristband with a built-in chip to support their personalised experience.
Tom Zaller, president and chief executive of Imagine Exhibitions, the company behind the show, explains that interactive narration and scores from the movies optimise the visitor experience.
“In all of the rooms, there’s lighting, sound, different floor textures and different smells [if you go into Hagrid’s hut, you smell wood burning]. We really wanted to make it feel like you’re in the place. I think it’s the four-dimensional environment that makes you feel emotions and connected to the brand,” he says.
Zaller says he hopes “Harry Potter: The Exhibition” will cater to people of all ages.
“Harry Potter is loved by many generations, so we’re now seeing grandparents, parents and children all coming together. There’s certainly demographic information about the core fans, which is between 18 and 35, but we’re seeing a lot of young fans and new fans. I’m 50 and I love it. So the range is quite wide,” he says.
Organisers say they will gauge the reaction before it decides on the closing date of the exhibition.
“I’ve been very surprised and pleased by the love for Harry Potter that there is in Asia and China,” Moon says. “I’m hoping it’s going to be the biggest exhibition we’ve done.”
“To us, the visitor experience is very important,” Zaller says. “We’re in the learning phase right now, but we will make sure people love it.”
Potterheads can shop the exclusive collection of merchandise available in the on-site retail shop, including merchandise not available at any other “Wizarding World” experience, and enjoy a delicious cup of Butterbeer.
“Harry Potter: The Exhibition” opens seven days a week to visitors of all ages. Tickets are priced from HK$/MOP$218 for adults and HK$/MOP$168 for children and are available for purchase on the official website.