Harry Potter and the Website of Magenta

“Breathtaking in scope, detail and sheer beauty" - but what is JK Rowling's Pottermore?

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Author JK Rowling has launched a mysterious new Harry Potter-themed website called Pottermore.com.

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The site currently consists of just a single page, in a fetching shade of pink, with the name Pottermore emblazoned across it and the words “coming soon”, followed by the author’s signature, below it.

Yesterday, Harry Potter fan sites took part in a “Secret Street View” challenge in which devotees of the boy wizard searched for ten location coordinates relating to the letters that spell out the name of the site.

A Twitter account – twitter.com/pottermore – has also been set up and it’s reported that JK Rowling registered a patent for the word Pottermore as long ago as 2009.

Harry Potter fan site The Leaky Cauldron said it had been shown a preview of the new site, calling it “one of the most amazing, engaging, and breathtaking additions to this fandom imaginable”, while another site, HPANA, said it was “breathtaking in scope, detail and sheer beauty”.

But what is Pottermore? It’s unclear at this point whether the launch of the site heralds the coming of more Harry Potter stories or something else from Rowling’s magical world.

Last year, the author said of the saga – which supposedly ended with the publication of Harry Potter and the Deathly Hallows – “I think it’s over but I’ve always said, ‘Never say never,’ because I don’t know. Every time in my life I have said, ‘I will never do X,’ you can guarantee I will do it within a year.”

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And speaking at the Film Baftas in February this year, she revealed: “I’ve got several things on the go at once. It’s hard to know which will be the first that actually appears in print, but I’m writing hard.”