The site, pottermore.com, features a holding page with two owls which links to a YouTube page featuring a countdown to a 23 June announcement.
"The owls are gathering... find out why soon," it adds.
Her spokeswoman said the project was "not a new book" and was not "directly related" to the final Potter film which is due out on 15 July.
"We are not saying anything more at the moment," she added.
Producers of fan site The Leaky Cauldron said they had seen a preview of the Pottermore project, describing it as "breathtaking".
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