Following yesterday’s revelation about our love of retailtainment, out next focus is very magical indeed. If a store full of magic and mystery sounds exciting to you, then you’re going to love The Disney Store’s new abode that opened on Oxford Street earlier this year.
The largest of all the brand’s European branches, the Oxford Street marvel is a treat in itself. Spanning two floors, the delight took two years of planning and a life size replica in their Californian warehouse before it was even launched. The sheer volume of the experience is bound to bring out the eternal youth in even the most grown-up of grown ups!
The mystical features of this Disney goldmine are endless. From pixie dust trails and animated trees to cartoon animations whizzing around the walls, there is something for everyone to be amazed by. By far the most astonishing aspect of the entire store is the 28ft castle which you’re immediately drawn to as soon as you enter. Every morning during the opening ceremony, you can also spot Tinkerbell sprinkling the castle with pixie dust for that added sparkle!
Yes, you read that right. The store even has its own opening ceremony on a daily basis. That has got to be half of the attraction in itself! Every morning, one lucky child is picked to open the rope barrier with a giant key. The idea is to entice children to return to the store with the hope that they will be picked for the ceremony (and a clever idea at that)!
Now, back to the store itself; as if the quirky atmospheric features weren’t enough, the in-store interactive entertainment surely has got to give you that awe factor! By waving a wand in front of the magical Disney Princess mirrors, short hologram style scenes are screened featuring the Disney Princesses themselves. You can even turn your visit into a day out style treat for the kids with the in-store theatre. With a number of events being held throughout the day, kids can take part in animation classes, quizzes and even learn to dance just like their favourite characters!
The detail that has been put into every aspect of the entertainment factor is incredible. The scent of freshly cut grass is pumped into the entrance of the store to give an outdoorsy feel whilst mood music is controlled by the sales team using an iPod touch.
The marketing and guest experience manager for the Oxford Street store, Jonathon Storey, has emphasised the importance of providing an experience and not just a place to buy products. Their aim was to ensure that customers would enter the store to be entertained even if they weren’t looking for merchandise. He said "Being the Walt Disney Company, we're primarily an entertainment company. While it's important to have great products we wanted to entertain out guests at the same time. We thought, 'How could we entertain children and families?' The idea was to create the best 30 minutes of a child's day."
Well, surely a visit to this magical marvel will be most exciting 30 minutes of everybody’s day!
Coming tomorrow…a look at Abercombie & Fitch’s retail theatre.
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