Inside the Reimagined World of Disney Stores
We’ve had a chance to visit the re-imagined World of Disney stores at Walt Disney World and Disneyland, and thought we’d share some thoughts on the presentation and style of these retail environments, along with photos of new Christmas merchandise and other assorted souvenirs that caught our eyes.
I’m not sure if I posted criticism of the design when Disney released concept art earlier this year (probably, because that’s not the type of thing I generally just keep to myself), but I definitely was not a fan. However, I’ll be the first to admit when I’m wrong or rush to judgment, and that was at least partially the case here.
In California, I’d say the new look is more or less a lateral move. I suppose the argument could be made that the store previously had an early aughts datedness, but I’d counter that the store had charm and personality, carrying over some of the Arts & Crafts style found in the Grand Californian and the rest of Downtown Disney.
The Arts & Crafts style is slowly being stripped from Downtown Disney, replaced with location-specific looks, and that’s true with World of Disney, too.
The California store definitely could’ve used better organization and a bit less of a chaotic floor plan pre-refurbishment, but I’m not convinced a top to bottom redo was necessary. Reasonable minds could differ on that one, though.
Walt Disney World is a different story, and the re-imagined World of Disney in Florida is a marked improvement. The old incarnation of the store was claustrophobic, drab, and difficult to navigate. I had been in there countless times, but always found myself getting frustrated trying to find this or that. Quite often, I would ultimately end up leaving prematurely, not wanting to deal with it.
The new layout addresses pretty much everything that led to this frustration. The design itself is lighter and airier, the floor plan is not as jam-packed, and when you first enter the store it’s relatively easy to get a quick lay of the land thanks to giant wall marquees. The color choices, skylights, and the brickwork also make it feel a bit warmer and more inviting.
My initial complaints about the design revolved around it being yet another ‘repurposed warehouse’ style, which has led to me questioning whether Imagineering has hired a posse of rustic hipsters to create its restaurants and retail spaces, as about 50% of the recent work in those areas has embraced this same design.
The final World of Disney product, in both California and Florida, does nothing to address those complaints. Disneyland and Walt Disney World (especially) both have a surplus of ‘repurposed warehouse’ locations. Not only are these all boring and interchangeable, but this as an aesthetic that’s “in” right now, and not ‘distinctly Disney’ in even a remote sense of the term.
Moreover, since this look is so trendy, there’s also going to be a time in the not-so-distant future when it falls out of favor, and the World of Disney stores, along with pretty much every store and restaurant at Disney Springs and a good number at Disneyland will look dated. To put it bluntly, there’s nothing unique or timeless about the underlying designs here.
The good news is that there’s more substance here than just the core repurposed, industrial design. On top of the warehouse, there are numerous homages to the legacy of Disney animation. You can find references to the Nine Old Men, ink & paint, and the animation process in general.
Displays abound, and are prominent behind cash registers and in alcoves throughout the store. Many of these bring the animation process to life in cool and fun ways. There are also fun, oversized props of iconic things from the parks, such as the Mickey Ice Cream Bar above (and Dole Whip, just out of frame). In other cases, screens are used to showcase featured merchandise.
The screens are something of a mixed bag. There’s something about their brightness, or perhaps the tech itself, that feels slightly at odds with the surrounding decor, but this feels nit-picky. In general, I think these vibrant screen displays are eye-catching and help highlight some of the selections of merchandise available in the area.
Let’s take a look at some of the new Christmas (and other) merchandise that was just released at World of Disney:
There are some really solid Christmas sweaters, both of the traditional and (intentionally) ugly variety.
Do people buy these nutcrackers? I see them every year at the outlets, but since Disney keeps making them, I’m guessing they are selling at least some.
Obligatory Christmas spirit jerseys.
Overall, the selection of Christmas merchandise (namely, attire) that has been released thus far is very good.
There are a bunch of cool ornaments, including a few featuring Haunted Mansion.
Then there’s this ornament, which probably is not supposed to feature one of the Haunted Mansion portrait characters holding hands with Mickey Mouse, but that’s exactly what it looks like to me. Just look at that ghoulish face!
It’s honestly a bit surprising that Disney chose to make its own Partners ornament the same year Hallmark released one that is markedly better–and cheaper!
Moving along, we have the spirit jerseys, which are getting more ambitious with their designs–a definite plus.
I had no clue these things cost $65. I cannot fathom spending that much on a long sleeve shirt as an adult; it’s surprising that 50% of the teens and college students in the parks at any given moment are all sporting such expensive shirts.
These fluffy fleece ones are $75, but at least 50% cooler.
I have a Disney “Mickey Stands” fluffy fleece shirt that I bought last year from UNIQLO. It was $20 and came with pajama pants.
Nightmare Before Christmas is also not my thing, but these are among the cooler NBC items I’ve ever seen.
Disney is crushing it on the t-shirt front, with a diverse selection and pretty much something for everyone. Tremendous strides have been made in this area over the course of the last decade or so.
As much as I hate some of these designs (and think they cheapen the brand), the ones that I think are good far outnumber the bad ones.
Overall, the big upside of the newly redone World of Disney locations is that they are far more functional. The shopping experience is considerably more pleasant on both coasts. In the end, that’s probably the most important and telling commentary that can be offered. It’s unfortunate that there’s no real theme to speak of to either store, but nods to classic Disney animation are nice, and to be perfectly honest, the utilitarian approach is probably a sensible one, as I don’t think many people are visiting these busy stores to be immersed in themed environments.
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Your Thoughts
What do you think of the re-imagined World of Disney stores? Do you like the industrial look of the repurposed warehouse? Would you like to see Imagineering try something (anything) different in terms of its current go-to style? Any questions? We love hearing from readers, so please share any other thoughts or questions you have in the comments below!
I was indifferent about the old design. I dislike the repurposed warehouse look also. Exposed duct work and the lighting is usually an eye sore. I am glad the renovations improved the guest flow because its always so hectic causing me to leave without purchasing items. Instead, I would spend my money in Main Street, Resort, or Attraction gift shops because I like the atmosphere.
Love the open spaces, but where are all the characters that used to hang from the ceiling and be all along the top of the walls? All gone? That was the whimsical part of this store. Easier to walk around and the Christmas section looks great, but where is Disney? This is just another high-end Spring store now. Just not the same.
Partners ornament is old news. 🙂 I got mine on my College Program in 2005. It may have been unavailable for a while (I honestly don’t know), but it didn’t only just crop up in the same year as Hallmark’s.
Disney really needs to remove their name from this store (and Disney Springs overall). I’m not a Disney purist or even an “I need oversized character theming” guy; but ‘The Springs’ is so sterile now that I need gloves, mask, and a gown before arrival. The landscaping is beautiful, and the architecture would look right at home in Columbus Circle in NYC, but not at WDW. I have small kids, and Downtown Disney was barely a half-day excursion, but now it is just a really pretty strip mall with excellent dining. The kiddos don’t last 15 minutes in World of Disney anymore. Progress is progress, but it still makes me sad.
I agree Chris. Too much high-end shops and restaurants. Can barely afford to eat, but less buy a t-shirt down there. Just not like the Marketplace, pleasure island and downtown disney. Comfortable, homey, more Disney related.
I visited Disneyland in late May and was amazed at the lack of Disney Princess themed apparel. Could not find a single princess T-shirt for my daughter in the entire Main Street strip of stores, and there were zero princess items in World of Disney as well! Aren’t little girls who love princesses a huge part of their base? I wonder why they would be de-emphasizing that merchandise. Buying our princess apparel from Old Navy and Kohl’s now in advance of our fall WDW trip in case the same is true there.
Many of the refurbs of the stores, restaurants and HOTEL resorts are souless, bland, boring….. And SO NOT DISNEY. Wonder why you don’t like the store and restaurant trends but seem to be ok with the generic, hospital vibe of the Disney resort hotels?
Literally the article right before this one (about the new hotel at River Country) makes those criticisms of the hotels.
The rustic hipsters were at it when designing the popcorn light “TEES” marquis….ugh, see those all over the place now.
Yes!! Those things are the laziest way to look “trendy” imaginable. It’s like Disney said, “Hey, we need to remodel here, we’re going to send the college interns to Hobby Lobby to see what we can get for about $500.”
LOL!! So true!
Well, all due respect but I have never seen anything this bland at Hobby Lobby or Michael’s. I think they went WAAAY out of their way to spend oodles of money on the most absolutely neutral, non-evocative, unemotional designs that look nothing like Disney of the last 70 years. Way to go, “creative” marketing teams and designs hipsters, you have succeeded in sanitizing The Happiest Place on Earth. So now we just need to change all the dwarf clothing colors on 7 D to neutral grays and browns and take all the smiles and rosy cheeks off the princesses. There, now THAT is better! And let’s change the iconic Mickey design and throw out Steamboat W (and Plane Crazy Mickey), the Sorcerer’s Apprentice Mickey, and let’s give him a toothy grin and shorts that are too big and use phrases like “Oh, man!” and let’s let him get in embarrassing situations where he is naked, or in a tub with a naked cow, and let’s have a dog urinating on a fire hydrant, and make the animation look more like South Park than ink and paint from his history. Oh, wait – they already did this. Next they will be putting Starbucks in all the parks! Wait….
You are right on about the $500 dollar price tag for “hipster” junk being displayed and nothing “Disney” any more – Just take the revered Disney name off of all of it. The millennials that have taken over the marketing, advertising and product ordering are completely ignorant and could care less about sticking to tradition or emotions about what Disney was and has been all about – rather it is all about the Benjamin’s top them i.e. raising costs exorbitantly how many times in a matter of 18 months and offering less and less “Disney” and value. Virtually raping the guests all for money. The much loved older generation that ran Disney is gone – Their biggest fault which I will never forgive is that they turned over everything to thew damned millennials without first vetting them to see if ANY of them gave a damn about the Disney brand, history, tradition or legacy. My father had worked with Walt and let me tell you Walt would NEVER have gone off the rails the way these people have nor would he have agreed with the way it has gone to “Disney for Children 10 and under” and not his original intent of “for children of all ages”. He nor his family would NEVER have allowed alcohol in the park.
We own stock, we own tons of DVC and on and on – We are selling all – because they are no longer the Disney we grew up with and have grown to love.
Goodbye my old dear friend – may you rest in piece.
For all the “hipster” junk being displayed and nothing “Disney” any more – Just take the revered Disney name off of all of it. The millennials that have taken over the marketing, advertising and product ordering are completely ignorant and could care less about sticking to tradition or emotions about what Disney was and has been all about – rather it is all about the Benjamin’s top them i.e. raising costs exorbitantly how many times in a matter of 18 months and offering less and less “Disney” and value. Virtually raping the guests all for money. The much loved older generation that ran Disney is gone – Their biggest fault which I will never forgive is that they turned over everything to thew damned millennials without first vetting them to see if ANY of them gave a damn about the Disney brand, history, tradition or legacy. My father had worked with Walt and let me tell you Walt would NEVER have gone off the rails the way these people have nor would he have agreed with the way it has gone to “Disney for Children 10 and under” and not his original intent of “for children of all ages”. He nor his family would NEVER have allowed alcohol in the park. In all the stores but mostly the World of Disney it is 90% Bling and 5% Disney and 5% other. For all of you that “Love the new look” – please don’t ever say you “love Disney again because there is hardly anything Disney about what they have done and you are NOT true Disneyphiles.
We own stock, we own tons of DVC and on and on – We are selling all – because they are no longer the Disney we grew up with and have grown to love.
Goodbye my old dear friend – may you rest in piece.
Two random retail thoughts…With the hundreds of fantastic books on Disney, why don’t they devote a little space at World of Disney to sell these? Heck, an entire store devoted to them seems reasonable, instead of another fashion/accessories boutique. Also, why can’t I find a disney coffee mug that’s smaller than 12-16 oz? How many quarts of coffee do people drink every morning??
I drink 2 quarts every morning and about 2 quarts of decaf in the afternoon. I also use my coffee mug to drink water in between caffeinating. Love my Disney mug!
I knew I read your blog too much when I walked into World of Disney in CA and one of my first thoughts was “Tom will probably be upset about the repurposed warehouse look” hahaha
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Amazing. There has been a lot of renovation going on lately at Disney Land.
I never had a problem with the Anaheim store, so I agree it’s a bit of a lateral move.
The Orlando version though, has long been a disaster.
My Wife, who lives to shop at Walt Disney World, refused to even go in there the last couple trips. It was just way to cluttered & chaotic. But she loved what we saw of the new version last month.
A solid change.
I agree that the Orlando store flows much better and needed to be cleaned up on the floor. But I hate the new look. I miss the characters on the ceilings hanging around and my kids always enjoyed the big screen playing cartoons in the center. I was hoping they’d keep the Disney feel to the store. We live locally and are on again/off again pass holders and on the years we didn’t have passes, we would go to Disney Springs for our ‘fix’. Now alot of those touches are gone, like the pirate scene in WOD, it always gave us a little Pirates of the Caribbean even if we weren’t in the park. (I do love the dining options though)
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I appreciated the remark about the “Partners” statue ornament. I had that ornament in my hand the last time I was at the parks but couldn’t bring myself to buy it because it just looked…off. Needless to say, I was delighted to discover that Hallmark was doing one as well and it is absolutely spot-on. It’s now proudly sitting front and center on my “Disney World” shelf!
I’ve been a big fan of the industrial look for several years, so I love the new update. It may be trendy (even though it’s been around for years), but there’s a lot of other styles they could have chosen that would have been trendy as well. Most things go out of date after awhile. The old store was super outdated and was very long overdue for an update – I was never a fan of how the old store looked at all.
I especially love all of the displays of the huge snacks, movie quotes, and marquee signs. And I love the extra magic they’ve added with the projections and moving pictures, etc. Their merch has gotten so much better too, which doesn’t fare well for my bank account.
P.S. that Partners statue ornament has been around for one or two Christmas seasons now. I debated on buying it last year but for the price and how Walt’s face looked, I balked. So glad I never got it because I ended up getting the Hallmark version recently and it’s perfect!!
I am still bummed over the carriage sign being removed. That was magical to be and I loved how it lit up at night. The new sign reminds me of Once Upon a Toy.