New store design comes with dash of pixie dust on top
WHETHER AT THE DISNEYLAND RESORT IN ANAHEIM, CALIF., OR WALT DISNEY WORLD RESORT IN LAKE BUENA VISTA, FLA., World of Disney is the ultimate shopping destination for all things Disney. Now these two dynamic retail experiences are unveiling complete transformations that make shopping easier and more fun — with a dash of pixie dust on top.
More than a year in design and development, World of Disney reopened on Oct. 26 at the Downtown Disney District at Disneyland Resort, and on Oct. 27 at Disney Springs at Walt Disney World.
This grand World of Disney makeover touched every feature and function in the store, as if the Fairy Godmother outfitted the store herself. From displays to signage to lighting and much more, the new World of Disney creates an exciting, dynamic shopping experience where the products are the stars and guests discover magical Disney storytelling wherever they look.
“We saw World of Disney as an opportunity to reimagine what Disney retail is today,” says Alysia Kelley, VP of visual merchandising and location strategy for Walt Disney Parks and Resorts. “The new store design highlights the best of what is current and new, while also celebrating classic Disney heritage based in storytelling.”
Merchandise serves as décor
The transformation begins with the store’s exterior, which features new marquees and magical window displays. When guests step inside, they discover an open, loft-style atmosphere with such great visibility they may even fall in love with an item from across the room.
The merchandise also serves as décor in the new World of Disney. In one area, a giant Mickey Mouse Club ear hat beckons guests to the new Mickey Mouse Club Collection. Several spaces throughout the store will change regularly, showcasing the newest and hottest Disney offerings of the season. When new displays debut, their stunning impact will leave guests feeling as if an entire section of the store was reimagined all over again.
Complementing these displays are enchanted flourishes inspired by the history of the Walt Disney Animation Studios and the “Nine Old Men,” the legendary animators who created classic films such as “Snow White and the Seven Dwarfs,” “Peter Pan” and “Fantasia.” For instance, ink jars suddenly swirl with color and animate artwork on the walls.
Out of nowhere, blank pages fill with pencil sketches as if drawn by an invisible hand. Magical movie posters twinkle with pixie dust before coming to life. When making purchases, eagle-eyed guests may notice the store’s sales counters are inspired by the desks and furniture used by animators of generations past.
Commitment to placemaking
Beyond delivering exceptional service to guests, Disney cast members play a role in this storytelling, as well; cast members will help guests discover the magical elements in the store and share insights into its pixie-dusted artwork. This commitment to placemaking makes the new World of Disney more than a retail experience — it’s truly a Disney experience.
World of Disney will regularly roll out exclusive Disney Parks merchandise, reinforcing its reputation as a must-visit shopping destination for devoted Disney fans. Unveiled earlier in October was a new Mickey Mouse Club Collection with apparel and accessories featuring a vintage Mickey Mouse from the original television show. Also revealed with the store’s grand reopening is the Nordic-inspired Disney Parks Holiday Collection 2018, complete with Disney-themed holiday décor, ornaments, apparel, and more.
World of Disney stores at both Disneyland and Walt Disney World now also offer guests the option to purchase new reusable bags, rather than use plastic bags. This program is part of The Walt Disney Company’s global commitment toward significant single-use plastic reduction by mid-2019. Featuring artwork of beloved Disney characters, these reusable bags are offered in three sizes for a nominal fee. Traditional plastic bags are still available upon request at no charge.