Having this include Potter in any form would be extremely stupid in my opinion. If you want an overflow store for Potter merchandise, just keep it within the existing Featured gift shop. And have some more in CityWalk. We're gonna have a massive new land with multiple Potter gift shops a rock throw away from this new building, I don't see why they'd need to stuff this new building with Potter as well.
I'm crossing my fingers it'll have multiple aspects to it, and be some kind of combo of extended gift shop, expanded Universal Experience, and maybe a few character meet and greets including Hello Kitty. Hell, calling the whole thing "The NBCUniversal Experience - Museum, Character Meet & Greet, and Gift Shop" would be great.
I also have to wonder if a food aspect will still be incorporated or not. Remember the Hollywood & Dine trademark?