Department store, David Jones, has teamed up with The Walt Disney Company (ANZ) to bring an entire Disney themed floor to consumers.
The floor at the Elizabeth St store in Sydney, will feature Disney, Star Wars and Marvel brands, and will offer customers a unique place to shop, play and explore.
The latest toys, games, puzzles, apparel, footwear and books will be available on the floor, and will be updated regularly to coincide with the latest Disney releases.
The floor will be split into five key areas, providing customers distinct mini-worlds to get lost in. The floor will also house an event space.
The 100 Acre Wood will feature views over Hyde Park, Winnie the Pooh's honey tree – perfect for selfies and play – and a nursery design service to assist expecting parents create a Winnie the Pooh inspired space for the newborn.
In the Marvel zone, customers will be able to shop Marvel branded shoes and active-wear in the New-York inspired area and can wander over to the Brooklyn-like story telling loft to discover books, games and puzzles.
The Star Wars galaxy will feature apparel and play areas with interactive technology for young Star Wars fans.
Fairy lights, castles, carousels and a Magic Mirror awaits customers in the Disney Princess area. Designer brands will be located in this area, encouraging parents to invest in something special for their little prince or princess.
The High Street area will house boutique shops, with brands such as Country Road, Seed Kids, Armani Junior and Polo Ralph Lauren selling a premium range of kids fashion and toys. This area will feature subtle Disney touches as well as paying tribute to historic Sydney architecture.
David Thomas, David Jones' CEO, said that the partnership is a great match, as David Jones and Disney have long histories of providing consumers with memorable experiences.
“In our 180th year, the commencement of the Elizabeth Street store redevelopment and this major partnership with the Walt Disney Company (ANZ) represents a significant milestone for David Jones.
“There is strong alignment between our companies, both with long and proud histories of providing inspirational and memorable experiences to customers. Our teams have worked hand in hand to create a truly engaging experience for both children and adults that will deliver fun and excitement.”
Kylie Watson-Wheeler, senior VP and managing director, The Walt Disney Company (ANZ), said that the floor has been designed to give consumers a nostalgic experience.
“The space has been designed to deliver an inspiring and unexpected experience with a range of the newest and most exclusive products. Customers will be able to explore different worlds and immerse themselves in places of wonder and nostalgic familiarity with hidden surprises that will have them coming back again and again.”
The partnership is the first of its kind in Australia. Unlike the US, Australia does not have any stand-alone Disney stores, so the Disney floor will also provide consumers with a taste of a complete Disney shopping experience.
This partnership is an example of a retailer adapting to the trends and investing in experiences for consumers, rather than just products.
The Disney floor will be located on level nine at the David Jones Elizabeth St store in Sydney, and will open in late November.