We linked the IP of Disney+ to the activity of going to the movies – blurring the lines of people’s personal entertainment worlds. We wanted to capture audiences who escape to rich worlds with an immersive excitement of known Disney IRL properties, while enhancing a collectible and shareable moment that clearly represents the content and brands of Disney+.

We transformed the lower lounge space of the venerable El Capitan Theatre on Hollywood Boulevard into an immersive Disney+ activation. The long-term pop-up installation allowed movie-goers to step into the world of four unique Disney+ productions, with irresistible photo ops that created surprise and delight, and encouraged sharing on social media.

The design-forward space featured four vignettes: a Star Wars-inspired infinity room of lightsabers, an Encanto-themed floral wall, a Lightning McQueen Cars display, and a Doctor Strange in the Multiverse of Madness kaleidoscopic Zoetrope.