When the Disney Stores were launched in 1987, they were so successful that Disney, carried away, opened ... 600 in the U.S. Disgusted, consumers turned away: Disney ended up by selling it to Children's Place Retail Stores in 2004. The results were so catastrophic that, fearing (rightly) for their image, Disney bought them back in 2008 and closed the100 remaining stores.
The New York Times of October 13 tells us that the new Disney Store - renamed "Imagination Park" will reopen in May 2010. Steve Jobs, Apple's CEO, also happens to be a member of Disney's Board - since he sold Pixar to them. He advised Disney to: "Dream bigger" - and he gave access to all information concerning Apple Stores to the Disney teams. Remember that Apple Stores showed a turnover of $ 3 700 per square foot in 2008, or about 25 000 € per m2.
A true partnership is in the making that will make Disney's "Imagination Park" THE retail destination in 2010.
Imagine:
- A theatre where kids can watch movie-clips of their choice, participate in karaoke contests or chat with the stars of Disney through video.
- Chips embedded in the packaging that will activate hidden features: if you go past a "magic mirror" wearing a princess crown (which you are considering buying…), Cinderella will appear in the mirror and will speak to you.
- If it's your birthday, 8 illuminated trees, 3 meters high, will burst out in video fireworks.
- Certain smells will invade the store the moment a film is released in the theatre.
A prototype store was installed last year in a warehouse to test the concept and all the functions. "Imagination Park" will adopt most of the Apple Store innovations:
- An itinerant payment system (employees carry miniature printers in their aprons);
- Emphasis placed on the non-commercial;
- Emphasis on interaction - parents can book a Disney cruise using touch screens;
- Employees will use the iPhone for all these activities.
Disney's goal is to make the Imagination Park "the best 30 minutes of a child's day". Here is a superb example to ponder on showing what modern retail will be like: a non-commercial experience.
To help you to be patient, I give you a foretaste: The Luxo Jr. lamp that has been displayed since last June in the Disney studios.
