Immersive Spaces
Harry Potter: Visions of Magic
NEON & Warner Bros.
Harry Potter: Visions of Magic
NEON & Warner Bros.
- Client
- NEON & Warner Bros.
- Year
- 2024
- What we did
- Concept
- Experience design
- Branding
- Art direction
- Content production
- Creative technology
In collaboration with Warner Bros. and Neon, DK imagined, designed, and created an immersive journey that brings Harry Potter to life in a fresh and unexpected way. The global touring experience delivers magic to fans all over the world.
Something new for an iconic brand
Harry Potter: Visions of Magic is an interactive experience through immersive and artistic environments. Guests travel to some of the most mysterious corners of the wizarding world to illuminate their own powerful visions of magic. The result is an elevated experience that celebrates the IP, remixing it into something bold and contemporary.
Explore Mysterious Corners
Ten immersive environments transport guests to different wizarding world locations, each one uniquely interactive, artful, and multi-sensory. Responsive video content, bold architecture, physical props, theatrical lighting, and bespoke sound design combine to create breathtaking installations.
A bespoke interactive wand places the power in guests’ hands, enabling them to bring the environments to life.
The experience begins on the Knight Bus, taking guests to hidden locations. The Bus is revealed as guests raise their wands in unison.
Time-lapse photography, captured on location, evokes the feeling of racing through the streets of London.
Within Grimmauld Place, guests explore a large-scale mural that responds to wand interaction, revealing pieces of the Black Family Tree.
Illuminate the Invisible
Embedded proximity sensors, Traces of Magic, are hidden across the rooms and can be triggered, revealing immersive effects, like responsive video projections and unique soundscapes.
The Ministry of Magic changes throughout the day to feature The British, French, and American Ministries, each one featuring different wand interactions.
In the Hall of Prophecy, a mirrored room creates an infinity effect. Motorized fluid-filled orbs are stacked on towers. Each orb contains a prophetic line, together creating an echoing soundscape. Guests can use their wands to activate them.
Through a mix of 2D and 3D painterly creations, Six animated landscapes are augmented through immersive sound design in Newt’s Menagerie. Guests can reveal dozens of cel-animated hand drawn sketches using their interactive wands.
Hidden moments of discovery
Interpretive environments, some playful, others dark or ethereal, create a surprising journey from one room to the next.
Guests descend into an immersive and artistic interpretation of The Chamber of Secrets. Inside, they can illuminate secrets of Slytherin and whispers of Parseltongue through interaction.
Inside the Room of Requirement, dozens of hidden objects are buried among towers of furniture, suitcases, and books. Guests can illuminate unique and surprising effects using their wand.
Four storefronts come to life through projections, sound, and shadow play as guests wander down the dark path of Knockturn Alley. They can use their wands to unveil unique surprises.
Four storefronts come to life through projections, sound, and shadow play as guests wander down the dark path of Knockturn Alley. They can use their wands to unveil unique surprises.
Guests pass through the Trap Door into a labyrinth of underground chambers below Hogwarts. Each room holds a unique obstacle to overcome, designed to protect The Philosopher’s Stone. Guests use their wands to interact with Fluffy, Devil's Snare, Winged Keys, and more.
A cinematic finale
With peaks and valleys, this emotional journey culminates with an immersive battle between Harry Potter and Voldemort.
360° wand-responsive projections and interactive floors surround guests in a surreal dream of battle in The Pensieve. Light and dark forces collide, illuminating the infinite power of magic. This immersive finale concludes with a fireworks show above the high spires of Hogwarts.
Building the brand story
We also led creative direction of the branding and marketing campaign. Our team crafted the visual identity and logo, as well as storytelling for print and digital.
A global success
Opening in Cologne, Germany in December 2023, Harry Potter: Visions of Magic has since launched in Brussels and Singapore, and experienced record sales with over 500,000 tickets sold. Harry Potter (and immersive experience) fans have come from all over the world, with visitors from over 40 countries.