A new ‘Harry Potter Photographic Exhibition’ is apparating in to Covent Garden, immersing visitors in the Wizarding World of author J.K. Rowling. The spell-binding exhibition showcases behind the curtain moments from the 10 years spent creating the iconic franchise.

Since the first book was published in 1997, the seven fantasy novels following the adventures of young wizard Harry Potter have proved hugely popular, selling more than 500 million copies worldwide. It is now one of the highest-grossing media franchises of all time, estimated at $25 billion (£18 billion), following the success of the subsequent films, plays and amusement parks.

“The Wizarding World is recognised as one of the world’s best-loved franchises, representing a vast, interconnected universe which touches all aspects of fans’ lives,” explained a spokesperson for the Covent Garden exhibition.

Hundreds of magical behind-the-scenes photographs will be exhibited from the making of the Harry Potter and Fantastic Beasts films, as well as backstage glimpses from the West End’s Harry Potter and the Cursed Child. This includes never before seen images from Harry’s first trip to Platform 9 ¾ at King’s Cross to the final Battle of Hogwarts. Courtesy of Warner Bros. company, there are also props, costumes and set installations.

Visitors can make their very own photographic magic in the Muggle world too. An immersive experience is conjured up using the latest technology, with green screens and virtual reality bringing to life the experiences of riding a broomstick over London and posing for a Ministry of Magic Identification Card.

The bewitching exhibition is home to London’s only Butterbeer bar, where the wizard’s drink of choice will be served in souvenir tankards. For the first time this medieval-style bar will sell the franchise’s iconic butterbeer in a glass bottle, made and brewed in the U.K. The bottle’s label was designed by MinaLima, the designers responsible for the graphic props of the Harry Potter and Fantastic Beasts films.

In 2022, an adapted version of the exhibition is set to go on tour around the world. ‘Harry Potter: The Exhibition’ will kick off at The Franklin Institute in Philadelphia before travelling to Latin America, the Asia-Pacific Region, Europe, the Middle East, and Africa.

Speaking about the travelling exhibition, Peter van Roden, Senior Vice President of Warner Bros. Themed Entertainment, remarked “this exhibition will be unlike any other Wizarding World touring exhibition. The inclusion of technology, attention to detail and integration of magical touches created by our partners at Imagine Exhibitions is truly unique.”

Covent Garden’s ‘Harry Potter Photographic Exhibition’ opens to photography lovers, film fanatics and Potterheads alike on 12 July 2021.