The Myer Emporium was created as a 'premium toy destination' and therefore it was important that Disney had a strong presence on this level.
The key objective was to transport the customer out of a transactional focused environment into a more engaging retail experience.
Create an enhanced shopping experience inspired by the Disney Princesses
Attract people to interact with the products and spend more time in-store
Focus on creating entertainment for both kids and parents
Have the capability to hold engaging events for children
Be a 'Disney Statement'