MinaLima Soho Legacy

When Minalima opened a pop-up store and gallery in Soho back in 2016, London suddenly had a new destination for fans to experience the films’ graphic magic in person.

Newspaper spreads, Hogwarts textbooks, hand-drawn family trees and an actual Marauder’s Map were all on display, giving visitors a chance to see the props and prints up close.

To mark three years at that location, we spoke with the studio’s creative duo, Eduardo Lima and Mira Mina, about their favourite memories and most-loved projects since settling into their London home.

Their signature style can be spotted throughout the Harry Potter and Fantastic Beasts films — tiny, carefully crafted details that help bring the wizarding world to life on screen.

Across their conversations they reflected on moments of audience delight, the thrill of translating film graphics into real-world objects, and the projects that still surprise and inspire them years on.

Three years have passed since the House of MinaLima transformed from a temporary exhibition into a beloved permanent fixture in London's Soho district. What began as a modest three-month showcase has blossomed into an internationally recognized destination for art enthusiasts and fans worldwide.

When reflecting on their journey, creative duo Eduardo and Mira shared some cherished highlights from their time curating this magical space. They reminisced about special artwork that holds particular significance and recounted memorable moments that have defined their Soho residency.

The transformation from pop-up to permanent installation speaks to the overwhelming response from visitors who travel across continents specifically to experience the immersive artistic environment they've created. Their unique approach to displaying their work has clearly resonated with audiences, cementing the House of MinaLima as a cultural landmark in the heart of London.

From Experiment to Icon

They expected to simply throw open the doors — but once people arrived the house shifted into an unexpectedly immersive experience.

What started as a whimsical experiment gathered momentum; a casual notion quickly grew beyond its original scope.

As they added layers and detail, the project stopped feeling like a few pictures on a wall and instead became a living environment.

Then visitors began leaving heartfelt notes in the guestbook and even launched a petition asking for the House to stay.

Confronted with that enthusiasm, they reconsidered and ultimately decided to keep the House open, buoyed by the fans’ support.

Having wrapped up their work on the Harry Potter films, MinaLima moved directly into the Fantastic Beasts projects.

They produced concept artwork and designed the props, settings and companion books, supplying the tiny printed details that bring the wizarding world to life.

For Fantastic Beasts: The Crimes of Grindelwald, the House of MinaLima was given a Parisian makeover to match the film’s 1920s backdrop.

Walls were dressed with Art Deco–influenced posters and faux magical advertisements — the same pieces that feature in the movie.

MinaLima’s Wizarding World Art

MinaLima’s craft reveals itself in the smallest touches: delicate graphic pieces and props tucked into the backgrounds of the Wizarding World films, often rewarding careful viewers with hidden surprises.

They also produced the decorative jackets for J.K. Rowling’s two screenplays, filling the covers with understated visual hints that echo the stories within.

After a year based at Leavesden, the designers brought their Fantastic Beasts work back to their own studio and used the move to completely rethink the space, creating a purpose-built creative hub they affectionately call their House of Requirement.

In 2017 they refreshed the presentation to evoke a Parisian mood while keeping the environment lively and ever-changing, so guests always feel there’s something new to discover.

What began as a tiny shop in Soho was only the start: interest soon led to invitations to reproduce that immersive retail experience abroad, including a project in Japan.

Three years in, the House of MinaLima is marking its progress while looking ahead to new international projects.

What started as a tiny idea has travelled far: a year-long pop-up in Osaka, Japan, something the founders once thought was beyond reach.

Much of the project was orchestrated remotely—often from a phone—which made the whole experience feel extraordinary.

The response from fans has been overwhelmingly positive, proving the work resonates with people on the other side of the globe.

Plans are already underway for further pop-ups, including one in Germany, and a premium print series titled Magical Moments.

That collection taps into two decades of Harry Potter nostalgia, capturing the film moments that many remember vividly.

Behind it all, a tight-knit team of designers, cartographers and copywriters keep exchanging skills and evolving together.

Creative and Inclusive Studio

Beyond crafting visual magic for Harry Potter's world,

MinaLima nurtures an environment where diverse talents flourish.

"We actively seek avenues for our collective to explore varied skills," they share,

"fostering a vibrant, inclusive creative nucleus."

This dynamic ecosystem evokes a profound sense of guardianship,

a deeply felt connection to their team's expanding endeavors.

As this innovative studio marks its third milestone,

the journey ahead promises continued wonder.

Discover their ongoing narrative and immersive exhibitions

by exploring MinaLima's dedicated online space.

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