“Conjured Architecture” Coined by Imagineers for Villains Land at Disney World
Today at Destination D23, the “Disney Villains: Icons of Evil” panel shared new details about projects coming to Walt Disney World, Hong Kong Disneyland, and DCL. The highlight of the presentation was a behind-the-scenes look at the Imagineering doing research to bring to life Villains Land at Magic Kingdom–that’s what we’ll cover here.
“Disney Villains: Icons of Evil” opened with a mischievous musical medley by Disney Concert Group, along with stage and screen stars Michael James Scott and Jodi Benson, the presentation gave a sneak peek into some upcoming villains-focused projects.
To kick things off, Executive Creative Director Caroline May and Executive Producer Wyatt Winter from Walt Disney Imagineering shared some eagerly awaited updates about the villains-themed land coming to Magic Kingdom.
Since it was first announced last year at D23 Expo, Imagineers have been busy working to bring this villainous vision to life, and the panel provided insights into the research that has gone into Villains Land before construction even began.
Aforementioned Imagineers Caroline May and Wyatt Winter shared how Villains Land is influenced by the Art Nouveau style of architecture in Europe, and shared details and photos from one of their research trips.
During a video message that played before the Imagineers shared details of their research trip, Disney Legend and former animator Andreas Deja, who is best known for helping to bring some of the most evil Disney Villains to life onscreen, such as Gaston in Beauty and the Beast, Jafar in Aladdin, and Scar in The Lion King, announced that he was officially consulting on the project.
Deja shared that these characters are the best source materials for Imagineers to utilize and reference when conceptualizing the land, with big personalities, bold visuals, and rich backgrounds to influence the overall ambiance and the experience that guests will have while visiting.
That video is worth a watch–some fun and funny moments:
The Imagineers shared on stage that their work to develop Villains Land began with the animation source material and the Walt Disney Animation Studios artists responsible for it.
Those conversations made the WDI team realize that it was critical to reflect the look and feel of the characters’ animation in the land’s physical structures and appearance. As a result, they set off to Paris, France and Barcelona, Spain to learn about each city’s architecture and attributes.
The Villains Land project team specifically studied Art Nouveau architecture design and the unique form, scale, and color that define this style, which flourished in the late 1800s. Through partnerships with local professors, along with art and architectural historians, Imagineers received an intimate look at the architectural aesthetics that will serve as the overall design inspiration for the land.
The team highlighted the way Art Nouveau’s natural motifs and swirling designs in Paris make nature appear to be “cursed” like magic has frozen it into place. On the other hand, Barcelona’s art style is Modernisme (think Gaudí–like portions of the Gran Destino interior), which has fewer natural patterns but has architecture with an otherworldly, unnerving appearance.
Another fascinating discovery that they made in both places was how many of the architectural elements had a wonderful color palette, full of rich tones. Seeing details like colorful stained-glass windows and painted metals helped us understand how we might bring the beautiful, deep jewel tones of the animated villains to life in the land’s buildings.
After identifying the similarities between the magical, fluid, and organic appearance of both the animated villains and the Art Nouveau style of construction, the Imagineering team coined the term “Conjured Architecture” for Villains Land at Magic Kingdom. Conjured Architecture refers to the blend of historical components and fantastical worlds that have merged to create something wicked that will be able to be experienced firsthand: a villains-inspired land.
Our Commentary
It’ll be interesting to see just how Conjured Architecture is integrated into Villains Land. The land itself looks like it’ll lean heavily on rockwork, with lots of sharp and angular lines in the natural environment. It thus makes a degree of sense to have the built environment offer a contrast to that, with more curvature and lavish ornamentation. It’ll be interesting to see whether this is utilized to soften the appearance of the land, or make the architecture less intimidating to families with young children.
Art Nouveau is utilized throughout the Disney Parks, so this isn’t exactly unprecedented. Nevertheless, what immediately came to mind for me when Art Nouveau was mentioned was the last (to the best of my recollection) major Art Nouveau project: Fantasy Springs Hotel. Normally, when Tokyo DisneySea is invoked on this blog, it’s praise. Not the case here. See “Biggest Disappointment of Disney’s New $2 Billion Expansion” for our take on Fantasy Springs Hotel. In case you couldn’t guess from the title, it isn’t positive.
Thankfully, Villains Land has a different project team and I strongly suspect there were unique circumstances (COVID cost-cutting) that gave rise to Fantasy Springs Hotel being an underwhelming anomaly at Tokyo DisneySea. It also seems purposefully designed to give a more feminine flair to the park, which is likely due to demographics. I’m not really sure what value this commentary adds; it’s just been a while since I’ve been all that impressed by Imagineering’s Art Nouveau projects.
I’m also honestly surprised that the style of Villains Land isn’t gothic architecture. Based on the concept art and the European influences of many of the movies and the spaces their villains inhabit, I would’ve guessed that the gothic style would feature heavily in Villains Land. Then again, maybe it still will. Imagineering’s research took them to Paris, and it’s not as if there’s a shortage of gothic design there. Or maybe Disney is making a conscious effort to differentiate Villains Land from Dark Universe over at Universal.
If Imagineering is looking for something that offers a contrast to the natural environment beyond Art Nouveau, it’d be interesting to see the storybook style or something with Ghibli-esque whimsy to really punctuate the landscape, contrast the craggly rockwork, and offer a reprieve from the evil and foreboding areas (this is Magic Kingdom, after all). Villains Land is presumably going to be rather large, so there’s plenty of space for several styles. It could be eclectic, with various villains having different structures that embody their distinct personalities.
Beyond that, we haven’t really seen anything of Villains Land, so it’s difficult to have any strong opinions at this point. I like the original single piece of concept art, which is fairly detailed and less impressionistic than the norm for a project that’s this far out. But I also suspect that was done fairly on in the process, and wouldn’t be the least bit surprised if the final design deviates pretty significantly from that.
Ultimately, I like the idea of Imagineering creating its own design-style for Villains Land, and Conjured Architecture certainly has promise. I just hope it’s not Art Nouveau with an animated influence. I’m also pleased to hear that Imagineering is taking research trips for Villains Land, and looking to real places in Europe for inspiration. After all, that’s where the animators who worked on these classics in the first place looked for inspiration.
I can’t say I’m super surprised that Walt Disney Imagineering declined to pull back the curtain on Villains Land at Magic Kingdom. As we stressed repeatedly in the lead-up to Destination D23, that’s probably premature. In part because this is the odds-on favorite to be the last land to open during Walt Disney World’s 5-Year Plan, and will probably debut in 2029 or 2030.
Given that, there are two fully-fledged D23 Expos between now and its grand opening; judging by the crowd erupting at the end of the last Parks Panel when Josh D’Amaro announced Villains Land, it makes more sense to pull back the curtain on the rides, restaurants, and everything else on stage at that blockbuster event.
We’re cautiously optimistic that Villains Land will be worth the wait, and would rather Imagineering take the time to get this land right rather than pulling back the curtain too soon. Hopefully they have a healthy budget for the project that includes as many research trips as necessary…including one down the street to Epic Universe to experience Monsters Unchained. Whatever the marquee attraction in Villains Land, it needs to meet or exceed that high bar. This can’t be another “Spider-Man Situation,” where Disney opens a ride that’s obviously inferior to a decades-old ride at Universal.
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YOUR THOUGHTS
What’s your reaction to the “Conjured Architecture” coming to Villains Land at Walt Disney World? Pleased to see the fanciful Art Nouveau influence, or do you favor a different style? Happy about this concept? Do you agree or disagree with our assessments? Any questions we can help you answer? Hearing your feedback–even when you disagree with us–is both interesting to us and helpful to other readers, so please share your thoughts below in the comments!
Art nouveau influence in the world and why some people don’t like it: https://artnouveau.club/art-nouveau-influence-in-the-world-and-why-some-people-dont-like-it To know which movements influenced Art Nouveau? (test your skills) go to this link https://artnouveau.club/what-influenced-art-nouveau-test-your-skills
I was just at Casa Batllo in Barcelona last month (one of the main places in the photos of the Imagineer visits), and also explored Gaudi designed masterpieces.. His architecture is full of magic and whimsy, and at Casa Batllo there are even augmented reality tablets that bring doors and windows and walls and stairways to life, in very Disney-esque ways. But Gaudi’s designs are full of hope and radiant, brightly colored energy inspired by the glory of nature. There’s nothing dark or villainous about them.
Also, technically the style in Barcelona is Modernisme, whereas Art Nouveau is of Belgian origin and was co-opted by Parisians to become a French concept. While these movements share many similarities and overlapped chronologically, they are distinct and Gaudi transcended and blew past any defining principles of Art Nouveau. He was distinct and singular. If this news inspires anyone to check out his works (either online or traveling to Barcelona), that’s a wonderful thing.
I would honestly much rather see this be inspired by Gaudi and Modernisme than Art Nouveau. Although I haven’t seen his work in person (it’s on our list!), I’d agree that it appears more whimsical and optimistic. It reminds me of Dali or Ghibli (I know the latter choice is odd–but it just does), and almost the antithesis of a Villains Land. That’s precisely why I think it could be so perfect; as a foil to the villains or as hope that’s been corrupted, etc. It could be really interesting.
At the end of the day, I’m just glad they’re not doing another industrial-looking area like Avengers Campus. That would be an awful outcome.
Thanks and I agree with your point. It’ll be interesting to see how it all comes together, especially with Villains Land being somewhere that would feel “dark” (as in the concept art) but yet being subject to many hours a day of bright Orlando sunshine.
Also, this is an interesting article about how Gaudi’s designs were a precursor to Disneyland: https://www.dailyartmagazine.com/antoni-gaudi-park-guell-theme-park/
I guess it’s nice they’re taking trips to get some inspiration for the new land, but I kind of wish they’d go less realistic and more theatrical. Many of the original imagineers were (beyond the animators) set decorators or art directors in movies. So I’d love to see them bring in someone like Bo Welch or more probably Robert Stromberg (who did Alice in Wonderland as well as Maleficent) and see what weird stuff they came up with.
I agree that weird and more theatrical is good, but I don’t think a research trip precludes any of that. The original Imagineers and animators famously did research trips just like this, and still managed to put their distinct stamps on projects. Hopefully there’s the appetite for something unique and creative here!
This seems like a good start, in that they’re highlighting architecture that is intricate and detailed.
Totally random thought – whenever I picture Villains Land I definitely see it as largely circular. Rather than long meandering trails, something with a clear epicenter (maybe a fountain) and possibly a stage area that would be utilized especially around Halloween or in the event that they had mini festival type events there. It just seems like that would be the easiest way to build a cool collective energy, I guess.
I don’t understand the USA Disney company. Tokyo has spent millions of dollars and created 2 magnificent castles with spectacular rides. Paris is spending millions of dollars created an entire village of the Frozen theme with the castle. These parks are continuing with Walt’s dreams and ideas. Meanwhile – what is WDW doing? It is building a land for villains. They have destroyed Tom Sawyer’s island and stuck a princess ride – Tiana’s – in the middle of this land of ????
Will they also rid Cinderella’s castle? What other young family rides will they destroy?
I kind of agree with your implied feelings here and find myself half-hoping this project in its current form gets scrapped. While I’m intrigued by the idea of villains land in a vacuum and think it could be very cool, I’m not sure an evil, cursed land belongs in Magic Kingdom. And if it’s not going to feel evil and cursed, then they’re not doing it right. The most iconic Disney villains are unapologetically murderous, after all.
Just take a trip to Epic Universe for gothic architecture. Art nouveau is French inspired. The Barcelona Gaudi towers recreated would be an added touch although turning a Christian representation into evil would be a slap in the face on the religious.
I like this. It reminds me of the almost hallucinatory aesthetics of 80s kids films that bordered on horror. The flowing lines can be suggestive of snakes, and the grotesque, through the idea of creeping tightening vines which can transform something like the beauty of flowers into the claustrophobia of horror – think deepening, darkened woods. I think you can create a real sense of unease instead of outright in-your-face terror that will work well as a transition from the brightness of Magic Kingdom into Villains Land.
I’m super excited for this. I have high hopes that imagineering are way more creative and subtle than those over at Universal and we will see something that really sets the imagination going instead of just handing us ‘evil’ on a plate,
I’m confused how a building can have “a feminine flair”, that’s just reflective of the commentators more than a building.
So Happy to see Chernabog! Ultimate Villain.
I hope they do the rocks well. Many of the rocks at Disney look alike and look fake – exception the rocks near the back at blizzard beach looked real ( far righthand side at back of the thrill slides). I realize that writing this makes me a bit odd but…
but the rock work at Wilderness Lobby fire place is awesome
There’s a feast of options in terms of historic architectural styles that allow storytelling through symbolic motifs and figurative forms. From the sculptural pediments and caryatids of Ancient Greece to the gargoyles and sculptural ornamentation of the Gothic era, to the lavish theatricality of the Baroque style, to the organic, sometimes other-worldly, forms of Art Nouveau, so many directions to go.
The photos they revealed suggested a focus on Art Nouveau, but it’s easy to imagine a sampling of styles being used, particularly if building by building they wish to evoke certain characters and certain stories: A facade intended to evoke Hades (Ancient Greek) could be different than one for Maleficent (Gothic) or Ursula (Art Nouveau). Yet, the downside of featuring a range of styles is it could undercut the immersion and believability that this is a “place”, and not a “concept” — Disney does both in its various lands, and some of their weakest efforts are when the chase a “concept” I think. Balancing “elements of continuity” and “elements info distinction” will be critical — such as varying architectural inspiration while maintaining a relatively tight material language/color range for cohesion.
Beyond the architectural style(s), there’s a big question of whether the land will be “pristine” (upkept, as might be expected of these egotistical, often affluent and refined, characters). Or will there be distress — crumbled stone, moss-covered surfaces, cracks — as might be typical is dark or scary settings? Finding the right approach there could be among the most “swingy” creative questions, with a significant impact on overall vibe and perceived audience. One direction may come off too playful, kid-friendly and lacking edge and drama, the other extreme may feel out of character with the characters or perfunctorily “dark.” Yet, a middle-of-the-road approach may feel tepid and lacking vision or conviction…like they couldn’t decide.
I like it. I think you can see a connection between Art Nouveau and the castles for Ursula and Hades. Disney villains also tend to be forces of nature contraposed against civilized life, like Dr Facilier and Maleficient. Though there are exceptions that flip this such as Cruella and Gaston. I like the idea of using Art Nouveau to show a corrupted or fallen state of nature.