House of Spells to open 20,000 s/f at 234 West 42nd St.

Manhattan, NY Magical adventures and experiences await this summer as NYC’s first multi-fandom retail destination prepares to open in Times Square. Located at 234 West 42^nd St. between Seventh and Eighth Aves. in the space formerly occupied by Modell’s Sporting Goods and later IT’SUGAR which closed at the end of 2025, House of Spells is transforming more than 20,000 s/f of space across two floors to bring every fan universe together in New York City like never before. House of Spells signed the lease in February with N.Y.C. becoming the first House of Spells location in the U.S.

House of Spells is a multi-fandom retail destination and immersive retail experience.

 established in the United Kingdom more than a decade ago, combining themed entertainment with officially licensed merchandise from popular fantasy, gaming, anime, and film franchises all under one roof. The new Times Square location will feature cinematic environments, fan-focused experiences, photo-worthy backdrops and collectables in what will become an extraordinary theatrical experience when House of Spells opens later this summer.

Visitors can expect to encounter fandoms such as Game of Thrones, Lord of the Rings, Stranger Things, Star Wars, Harry Potter, Fantastic Beasts, Vikings, FRIENDS, Squid Games, Anime and many others.

“The energy in Times Square is majestic, and there’s no better place for House of Spells to cast its first USA footprint than right in the crossroads of the world,” said Jaime Vidal, president of USA operations at House of Spells. “Our newest destination on West 42^nd St. will bring our international brand and fandom experience across the pond to an international audience where surprising and immersive adventures await when we open our doors to visitors later this summer.”

Cushman & Wakefield was the representing broker for Madison Realty, the landlord for the space and one of the most in-demand retail and destination locations, where average commercial leases command anywhere from $700 to $2,000+ per s/f.

“While the Bowtie continues to be the preferred location for many apparel and dining concepts, West 42^nd St. has re-emerged as the city’s defining destination for entertainment-themed and attraction-style experiences,” said Alan Schmerzler, vice chairman of retail services at Cushman & Wakefield and the representing broker for Madison International Realty. “House of Spells is a compelling and seamless addition that aligns exceptionally well with the character of the street and will amplify the energy and vibrancy of the district.”

“After extensive, detailed psychographic research, House of Spells chose 234 West 42^nd St. for customer accessibility, branding presence, and international and local pedestrian traffic,” said Peter Weisman, principal at Weisman NYC, who represented House of Spells in the lease. “Proximity to major transportation hubs, the historic nature of Times Square and other key considerations drove the decision.”

“The arrival of House of Spells reflects the continued demand for innovative retail uses within Times Square,” said Sunny Choi, head of leasing at Madison International Realty. “The concept introduces a distinctive new draw to West 42^nd St. that will further diversify the neighborhood’s experiential offerings for visitors, and the local community.”

Founded in 2016 by visionary investor Khaja Hussain and headquartered in the UK, House of Spells operates three immersive locations across the UK, including London, Liverpool and Stratford Upon Avon. House of Spells is ‘your favorite fandom planet.’ Jaime Vidal will serve as president of USA operations at House of Spells.

“The British are coming!” said Tom Harris, president of the Times Square Alliance. “But, instead of bringing ships with ammo into lower Manhattan like the Red Coats did 250 years ago, the British-owned House of Spells is bringing fun, excitement and more magic to Times Square.”

For more information on House of Spells, including upcoming activations, experiences and official opening date later this summer, please visit https://houseofspells.com.