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Myer, in partnership with Warner Bros. Consumer Products, unveiled Australia's largest Harry Potter concept store on 18 October. 

The store, located on the basement level of Myer's Bourke St store in Melbourne, spans 500sqm and features Harry Potter toys, gifts, stationery, costumes, homewares and apparel. 

The store also contains Australia's only official Platform 9¾ photo opportunity, as well as a dedicated ticket booth for fans to purchase tickets to the Melbourne-exclusive Harry Potter & The Cursed Child stage show. 

Myer chief customer officer Geoff Ikin said that department store was thrilled to welcome the activation. 

"We are so excited to welcome one of the world’s biggest phenomena’s, Harry Potter into Myer.

"The Harry Potter concept store at Myer Melbourne will create a unique experience that cannot be found anywhere else in Australia, delivering an exciting world of exploration for fans to discover.

"We know our customers are some of the most enthusiastic and devoted Harry Potter fans in the world, so we are thrilled to bring them the largest Harry Potter concept store.

"Working with Warner Bros. Consumer Products on this unique opportunity means we can bring the most sought after and coveted products to our customers.

"Harry Potter fans of all ages will now have access to the most extensive product ranges, as well as some of the most iconic photo opportunities they would normally need to travel around the world to see and experience," he said. 

To celebrate the concept store's opening, cast members from the Australian production of Harry Potter & The Cursed Child performed a musical excerpt from the play, 'Wand Dance', on Bourke St outside Myer. 

The Harry Potter concept store will be open until the end of 2020. 

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