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Diagon Alley
Fictional Harry Potter shopping district From Wikipedia, the free encyclopedia
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Diagon Alley is a fictional shopping district in J. K. Rowling's Harry Potter franchise.[1] The location first appeared in the 1997 novel Harry Potter and the Philosopher's Stone. It is featured in multiple video games, as well as a 2001 board game. A real-world version of the district was constructed at Universal Studios Florida in 2014.
Background
The former head of marketing for York's tourist body Paul Whiting stated the film producers went to York for inspiration.[2]
Appearances
Diagon Alley was first featured in Harry Potter and the Philosopher's Stone.[3] It is also a location in video game adaptations such as Harry Potter: Hogwarts Mystery,[4] Harry Potter: Magic Awakened,[5] and Lego Harry Potter: Years 1–4.[6] The Lego Group released a Diagon Alley themed Lego set in 2020 and another in 2025.[7][8] A Diagon Alley board game was released in 2001.[9]
Real-world adaptations
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Several fan adaptions of Diagon Alley have been made. Some notable examples include a pop up Diagon Alley in Sykesville, Maryland,[10] a Diagon Alley-themed Christmas display in Austin, Texas,[11] and a pop-up Diagon Alley in the Changi Airport.[12]
A rebuilt version of the original Diagon Alley set is currently in the Warner Bros. Leavesden Studio Tour.[13]
Universal Studios Florida
A real-world version of Diagon Alley was unveiled at Universal Studios Florida in 2014.[14][15] The attraction was estimated to cost Universal approximately $400 million (equivalent to $507,000,000 in 2023).[16] In the week preceding the announcement of the attraction, The Tonight Show Starring Jimmy Fallon was used to promote the Harry Potter franchise and Universal Resorts.[17] After the release of Diagon Alley, Jimmy Fallon moved his show to Universal. Fallon brought Pitbull and Jennifer Lopez as guest stars for the episodes filmed at Universal.[18] The creation of Diagon Alley was achieved by dismantling a Jaws attraction.[19]
There are several restaurant and retail locations relating to the Harry Potter universe in Diagon Alley,[20] alongside the Escape from Gringotts ride.[21] There is also an adaptation of the Hogwarts Express that takes people between Hogsmeade (which is in Universal Islands of Adventure) and Diagon Alley.[15]
Reception and legacy
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Before the release of Hogwarts Legacy, some media outlets speculated that Diagon Alley could be a visitable place in the game, but considered it unlikely.[22] After the release of the game, several advocated for the inclusion of Diagon Alley in any potential sequel.[23][24]
IGN ranked the 2025 Diagon Alley Lego set as the 11th best Harry Potter Lego set of all time.[25] Patrick Cavanaugh, writing for ComicBook.com, criticized the size of the set but described the set as a "detailed and delightful display."[26] Sophie Brown, writing for Wired, rated the Diagon Alley board game as a 4/5.[9]
Scott Reintgen described the first time Harry Potter goes to Diagon Alley in the film version of Harry Potter and the Philosopher's Stone as his favorite scene in the movie.[27] Charlie Lyne, writing for The Guardian, compared the same scene to "getting a massive nostalgia cuddle from your mind."[28]
The dragon at the end of Diagon Alley in Universal Studios Florida has been described as noticeable.[29] Bonnie Wright described Universal Studios Florida's Diagon Alley as "more detailed than on the set".[30] Carly Caramanna, writing for Business Insider, praised the food and drink options at Universal Florida's Diagon Alley.[31] Others praised the Escape from Gringotts ride.[32]
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See also
References
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