Disney is one of the world’s leading entertainment brands, encompassing everything from films and television programs to stuffed toys, computer games and, of course, the famous Disneyland holiday resorts.
Consequently, the store needed to seamlessly promote the individual offers, whilst still creating an experience that is uniquely “Disney.” They were also keen to integrate technology into the store and to appeal to older children.
Disney asked FITCH to create a completely new retail concept that would bring their offer up to date, be flexible and cost-effective, help to communicate the brand’s diverse offers to consumers and be an “embassy” for all things Disney.
FITCH’s ambition for Disney’s new store was to make it “the best 20 minutes of your day.” Every piece of design was centred around this core piece of thinking, creating a store that has a sense of dream-like fun that truly connects customers with the world of Disney.
The environment creates a dialogue with customers, and the use of technology and interactive elements creates multiple layers of engagement for all ages. Particularly successful was the development of a flexible design concept with lots of different fun elements that could be adapted to make the most of each individual store.
The environments also create a broader link between the merchandise and other aspects of Disney, such as Disneyland and the film franchises. Since work was completed, Disney has seen store sales grow by 9% (reported September 2009).