The store was designed creating a narrative of the customers having been selected into the Hogwarts school and having to then go through the Diagon Shopping Alley to purchase products of use for their magical education. The concept was created to be in-sync with the themes of the book.

Each “store” front for the shopping alley was created with visual and textual references from the book so as to give Harry Potter enthusiasts a similar experience to what they would already expect and to give new readers a glimpse into a world they are about to experience.