The new concept store aims to enhance the customer experience through interaction and entertainment. Enhanced technological features include:
- The Heart of Disney – a giant hanging column stands in the middle of the store featuring an impressive 360° entertainment system, showcasing clips from the latest Disney releases as well as old favourites. The LED ticker tape changes daily and announces key activity whilst the tower also displays key products for the season. The ‘Heart of Disney’ is truly the centrepiece of the store.
- Overhead moving rail – perspex pods hang from a moving rail on the ceiling which travels the entire area of the store. The pods contain the favourite products of the moment – for example, watch Minnie and Mickey fly through the air one week, followed by WALL.E the next.
- Plasma screens – with seven other plasma screens throughout the store, guests can ‘shop and watch’ in style. Each screen displays different Disney content for an increased choice. Plus, there are even mini plasma screens embedded in the Cash & Wrap at child height to keep younger guests entertained.
- Pixie dust arch – the entrance of the store is framed with a lit archway that changes colour throughout the day. Fibre optic lights embedded within the arch give a twinkling pixie dust effect.
The new technology in store will only be part of the Disney magic available to guests visiting the Chapelfield store as great customer service and exciting promotions are at the forefront of the in-store experience at Disney Stores everywhere. The store is inviting Disney fans of all ages to attend the opening weekend in their favourite Disney costumes. All participating guests in costume will receive a free Disney Store goody bag.
Teresa Tideman, Joint MD of The Disney Store Europe Ltd, commented: “We’re excited to be bringing Disney Store to Chapelfield. The new store combines the values of entertainment and theatre with a fresh, contemporary look and cutting edge technology. “
"The company’s plans for Disney Stores across Europe are ambitious, and our new and impressive store shows exactly what is possible. We are now looking at using this concept, or variations of this concept, in selected new & existing stores." concluded Tideman.