Bringing the Magic to Times Square

So you thought Times Square couldn’t get any more magical? Not if Disney has something to do with it. The company has plans to open its biggest store yet in the space at 1540 Broadway that was previously home to a giant Virgin Megastore. After closing a large store on 5^th Ave last year, this is Disney’s attempt to re-invent itself in the retail world.

This place is every child’s dream with its life size interactive Disney princess castle and children’s theatre that will entertain kids with movies and house some very exciting celebrity appearances.

With a plan this impressive, it’s no wonder Steve Jobs is standing somewhere behind it. Much like his well-known Apple retail stores, the Disney store has an agenda of changing the retail shopping experience altogether. Jobs joined Disney’s board several years ago and is said to be pushing this concept of change in their stores, creating an interactive retail experience unlike anything in the past. This store opening is the first of many changes Disney is embarking on for their retail locations worldwide.

There will be a special opening event for D23 fan club members on November 7, 2010 in which ticket holding members will be served a free continental breakfast inside followed by a tour of the store and all of the interactive exhibits. The president of Disney stores, Jim Fielding, will be present to discuss all aspects of the creation and development of the design for the store. In addition, the well-known artist Dan Beltran will be on site selling and signing his limited edition paintings of each Disney princess for $129.50.

About the project, Fielding states, "Bringing Disney store to the center of Times Square is a monumental achievement, and we have created a retail experience that complements the energy and innovation that Times Square inspires”. This is the second venture Disney has taken on in Times Square with their renovation of The New Amsterdam theatre into the Disney Theatre in the 1990’s.

The Times Square grand opening will be the largest Disney store in existence to date. The location will feature two floors and will be open seven days a week from 9am until midnight. I can only imagine the late night hours were created so all of us without kids can go check out the princess castle without shame.

Fielding gives us quite the experience to look forward to when discussing his plans. He states, "Disney is setting a new standard for the specialty retail category by integrating robust technology and creative store planning to make each visit customizable and that much more memorable. This is truly an immersive, one-of-a-kind retail experience for children and families that only Disney could deliver," promising a store that will live up to the experience that its surrounding area of Times Square offers.

After all, what better place to bring this magical endeavor than Times Square with all its energy, tourists, lights and fame? By the sound of this store so far, I’d say that the Times Square Toy’s R Us (even with its Ferris wheel) may have met its match and then some.

Photo:pompeiad.com