Disney announced this week that they are re-imagining the user experience of their brick and mortar Disney stores and adding a more immersive element to the shopper experience. Here is everything you need to know about the changes (source):
Disney stores around the world will also be incorporating more product for guests of all ages, beyond their traditionally child-centric assortment. The new prototype stores and site were designed with dynamic layouts that allow flexibility in featuring the different worlds of Disney, Pixar, Star Wars and Marvel as new content comes to market. The look and feel of both shopping destinations is light and contemporary, allowing product and content to shine. In store, digital elements such as giant LED screens were incorporated for custom-designed guest experiences that reflect Disney’s storytelling tradition.
“We are a storytelling company and our vision was to create a retail space that reflected our heritage,” said Gainer. “Our stores are destinations and gathering places for fans of our iconic brands, and are often their closest physical Disney touch point so creating an authentic brand experience is key.”
Cast Members and Characters engage with guests in a variety of interactive experiences such as opening the store each day with a special Welcome Celebration, learning and play activities in the stores’ Play Room as well as personalized celebrations for any guest. The most spectacular experiences take place each afternoon when guests gather to watch the parade stream ‘LIVE from Disney Parks’ and every evening before store closing when a specially created digital fireworks display is shown on the giant storefront screen.
The new Disney store prototypes are now open in Century City, Calif. and Northridge, Calif. in the US as well as in Nagoya, Japan and Shanghai, China. Two more prototypes will open in 2017: in Miami, Fla. Sept. 28 and Munich, Germany later this year.
Disney also announced the re-launch of their online store this week. Here is the story.