London hosted the 2011 launch of J.K. Rowling’s Pottermore website.
Rowling announced Pottermore at a special event in London in June 2011. The project was designed as an interactive online destination where readers could explore the Harry Potter books, receive additional writing from Rowling, and participate in a digital Hogwarts experience.
The site opened in stages rather than becoming fully available to everyone immediately. An early registration period allowed selected users to enter before the wider launch. Pottermore later developed into a broader digital platform and was eventually replaced by WizardingWorld.com.
The launch is sometimes confused with the location of Rowling’s writing career or with filming locations used in the Harry Potter movies. Pottermore was a web project, but its public announcement and launch event were associated with London.