Retailtainment: the future of shopping? – Business Analysis & Features, Business – The Independent
A little French girl tugs at her friend’s sleeve, sheer excitement pulsing through her body, her eyes gleaming. “Viens voir c’est trop rigolo!” she shouts (“Come see. It’s too funny!”) and drags a small boy across a blue pixie dust trail to the windows of a 28ft-tall castle. The pair find themselves standing next to a large duck and a mouse dressed in soldiers’ uniforms. The children giggle together while posing for photos with the footmen. The location of this hullabaloo is not inside the pages of a fairytale book, or even a theme park – although it could be – it is, in fact, the new Disney Store on London’s Oxford Street, the largest of all of the House of Mouse‘s European retail branches. Opened last month, the huge shop, which spans two floors, houses animated trees, cartoons whizzing across the walls and mood music all adjusted by a click on an iPod Touch operated by a member of staff.
The idea behind this store is to change a dull retail shopping trip into an interactive, cheerful experience. An extension of previous high-concept Disney Stores, customers here don’t have to endure messy fixtures, grey lighting and staff who are uninterested in helping you. These concept stores provide the kind of entertainment designed to make you – or at least your children – leave the premises grinning from ear-to-ear as you reel from your experiential day out. This is Retailtainment.
Strange Random Retail Quote:
“Big ideas are so hard to recognize, so fragile, so easy to kill. Don’t forget that, all of you who don’t have them.” – John Elliott
- Apple Retail Executive to Lead J.C. Penney (nytimes.com)
- Disney to open Disney Baby stores (latimesblogs.latimes.com)
- Disney Store Launches Fragrance Collections (shoppingblog.com)
- Disney’s rent rises on Oxford Street to £2.5m a year (independent.co.uk)
- Take me to Disneyland. (abimarvel.com)
- Disney Fashion in Disney Village! (disneyparknewscast.com)
- Nottingham – the shopping is good and should remain that way? (timgarrattnottingham.co.uk)
Posted on June 29, 2011, in Article and tagged Arts, Business, Disney, Disney Store, IPod, London, Media conglomerate, Oxford Street, Retailing, The Walt Disney Company. Bookmark the permalink. Leave a comment.