Disney Store wanted to mark World Princess Week with a truly magical real-world experience that would immerse children and families in the enchanting world of Disney Princesses.

The brief:

• Drive footfall to the brand-new Disney Store at Westfield London and the flagship Oxford Street store.
• Create an unforgettable brand experience that embodied Disney Princess magic.
• Engage core family audiences through interactive, imaginative activities.
• Encourage merchandise purchase while delivering a premium, destination-worthy execution.

To bring the Disney Princess universe to life, we created two bespoke, immersive activations across two of London’s most iconic retail destinations — Westfield London and Oxford Street.

For the first time in the UK, we reimagined the wonder of the Bibbidi Bobbidi Boutique experience outside the theme parks, giving families the chance to step into a real-world Disney Princess transformation.

From glitter makeovers to themed dressing rooms, every detail was designed to spark imagination, delight families, and celebrate the values of kindness, courage, and confidence that define Disney Princesses.

Westfield London Activation

At Westfield London, we transformed the space outside the new Disney Store into a fully branded Disney Princess experience zone, complete with interactive and visual moments that drew families in.

Highlights included:

• A custom-built Disney Princess environment, designed and installed to capture the beauty and magic of the franchise.
• Six iconic Disney Princess costumes displayed alongside mannequins dressed in the latest merchandise.
• An interactive makeover zone where children enjoyed glitter hair styling, face painting, and glam sessions.
• Disney Ambassadors on-site to welcome families, manage bookings, and seamlessly guide guests into the store to shop.

Oxford Street Activation

At the flagship Oxford Street store, the magic continued with the glam stations and makeover artists relocated in-store to create a premium, immersive experience that extended the retail journey.

Key features:

• Princess-themed pop-up dressing rooms with bespoke vinyls, curtains, and set design inspired by beloved princess worlds.
• A chance for guests to try on Disney Princess outfits in a beautifully designed, photogenic setting.
• A seamless link between the interactive experience and retail engagement, turning visitors into brand advocates.

• Over 1,000 families engaged across the week-long activation.
• Significant uplift in store footfall at both Westfield and Oxford Street locations.
• Social media buzz generated organically as families shared their princess transformations and magical moments.
• A premium, PR-worthy experience aligned perfectly with global Disney Princess marketing and brand values.