The first newly-designed store to open in 2011, the interactive shopping destination offers magical experiences for Disney fans of all ages. It is the first in Georgia to feature a new concept launched in 2010 at 19 stores in the US and Europe. Disney store’s new design aims to deliver the best 30 minutes of a child’s day through immersive experiences.
One of the most distinct features of the innovative new store is the Disney-Pixar CARS-branded RIDEMAKERZ experience which sets the stage for kids of all ages to build 1:18 scale toy custom cars inside Disney Store. The store features multimedia technology, interactive storytelling and Disney Store exclusive merchandise and is equipped with the latest technology to create a magical retail environment inspired by Disney’s most popular characters and stories.
The space is anchored by several ‘hero fixtures’ including the Disney-Pixar CARS-branded RIDEMAKERZ; and the Disney Princess Castle with Magic Mirror featuring a child-sized princess castle that anchors the Disney Princess neighborhood. As the kids walk under the iconic castle they come across a magic mirror. With the wave of a wand, their favorite Disney Princess character appears.
An all new in-store application enables guests to customize their shopping experience. With its glistening blue glitter, the ‘Pixie Dust Trail’ leads guests through the store and to the major interactive elements. Each morning a child is randomly chosen at the store and given a giant key to open the store. The chosen child and others then enter a retail realm decorated with animated trees and a special Atlanta skyline that includes an image of Ariel and Prince Eric from “The Little Mermaid” boating in Piedmont Park.
The Disney Store Theatre is another attraction at the redesigned store. Guests can pick from a selection of pre-loaded content that will be updated regularly and can view classic and new Disney entertainment, sneak-peek previews, music videos and more on a 12-foot long screen controlled by a proprietary iPod Touch app. The theater, which accommodates about 16 children, is also the staging location for animation classes, colouring sessions, story time and other activities advertised weekly in the store window.
In 2011, Disney Store will open newly-designed stores in six new North American markets, including Canada and Puerto Rico, and stores in three new European countries, including Denmark, Belgium and the Republic of Ireland.
