White walls, a flexible floor plan, giant digital screens – which will show signature parades from Disney Parks and specially created digital fireworks displays – and the use of “characters” form part of what the brand described as “the next generation of Disney retail”.
The screens could also be used to show related Disney content such as red carpet arrivals for Disney movie premieres, The New York Times noted, which could further boost footfall and sales.
“We are a storytelling company and our vision was to create a retail space that reflected our heritage,” said Paul Gainer, executive VP for Disney Retail, in remarks reported by Chain Store Age.“Our stores are destinations and gathering places for fans of our iconic brands, and are often their closest physical Disney touch-point,” he added, “so creating an authentic brand experience is key.”
That extends beyond the Disney brand itself to include the other major properties it owns – the more flexible layout options will allow it to foreground the different worlds of Pixar, Star Wars and Marvel as new content comes to market.
It also plans to look beyond its traditional market to include more merchandise aimed at adults. “We have been very focused on families and kids,” Gainer said. “We really want to expand that audience.”
Alongside the new-look bricks-and-mortar outlets, Disney has launched a new e-commerce destination, with shopDisney replacing DisneyStore.com and stocking items that were previously only available in theme park stores.
“We’ve added product categories and brands that speak to new audiences following the success of our collaborations in the fashion space,” Gainer added.
“We really want to learn as we go, especially through the holidays, so we’re going to roll the new look out slowly,” he said. “So far, we’re really thrilled with the results.”
Sourced from New York Times, Chain Store Age; additional content by WARC staff