Sometimes a world created in a book is so powerful that little is required to turn it into a shop that will be instantly recognised by passing shoppers. Perhaps the best example is Harry Potter.

There’s been a faux platform 9¾ at London’s Kings Cross, backed by a store celebrating the boy wizard, for a while now, but now a new branch has opened in Heathrow’s Terminal 5.

Even without the Gothic script sign above the door, the piles of vintage leather suitcases, white owls, globes and maps hung from the ceiling, it would be hard to mistake this store for anything but The Harry Potter Shop.

This is not a big space, but its presence is so obvious that it has travellers stopping in their tracks and pointing it out to each other – surely the sign of a retail brand that knows exactly what its customers require of it.