Project Description

Disney Princess shop in shop

princess image 1
princess image 2

The Challenge:
The Disney Princess ‘shop in shop’ was established in the Australian department store Myer. All Disney brand experiences are unified by a single vision which is to have ‘storytelling’ at the heart of everything they do so their aim was to transport the customer out of a transactional focused environment into a more engaging retail experience. The objective was to create an enhanced shopping experience inspired by the Disney princesses, attracting people to interact with the products and spend more time in-store. There was strong focus on creating entertainment for both children and parents.

The Activation:
The theme was to create a Disney Princess ‘garden’ themed ‘shop in shop’, to bring the space to life. It was important that shoppers felt like they were entering a magical space, making it more engaging and interactive than the standard shelf system.

The Castle structure of the display incorporated sparkling LED lights embedded into the façade and featured a bridge made from a combination of MDF and pine. We designed beautiful Disney looking magical fairy light trees, a magic mirror made from gold laser cut acrylic and gems with a TV screen with mirror finish. The sensor at the bottom of the screen was triggered when someone stood in front, releasing a series of princess images inspiring a sense of wonderment and magic. The motion sensor in the magical garden played forest sounds when entering the castle.

The Results:
RETAIL SUCCESS: The Princess Shop in Shop is now the premium space on the children’s floor. The experience based zone has proven to be a reason to visit Myer: “More than a toy store”.
SHOPPER SUCCESS: The magical interactive store design delivers enjoyment associated with Disney. It brings excitement to children and parents alike by allowing them to enter a Princess World and bringing their fantasies to life.


  • Retail point of sale

  • Permanent

  • Visual Merchandising

  • Design

  • Display

  • Print

  • Department Store

  • Toys

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Melbourne Head Office
23 Fiveways Blvd, Keysborough,
VIC 3173, Australia
T (613) 8769 0000

Melbourne Print Production
7 Miles St, Mulgrave,
VIC 3170, Australia
T (613) 8545 0201

Sydney Sales Office
L15, 65 Berry St, North Sydney,
NSW 2060, Australia
T (612) 8572 7500

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