LP Lotion: Disney Store Unveils New Concept in Montebello Shop
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Guests of the new Disney Store in the Shops at Montebello (California) will find a new shopping and entertainment experience. Described as “the best 30 minutes of a child’s day,” the store does not resemble the original Disney Stores that spread across the country in the 80s and 90s. Nor is it the arid Disney Store concept that failed to capture the public a few years ago. This new store is more interactive, more engaging, and more entertaining in concept.

On June 22, after a week of sneak previews, Disney Store Montebello was officially launched. On hand was the President of Disney Store Worldwide, James Fielding. Joining him were stars of the upcoming Disney Channel movie Camp Rock 2, Ana Maria Perez de Tagle, Chloe Bridges, and Maria Canals-Barrera. Canals-Barrera is well known for her role in The Wizards of Waverly Place.

After accepting proclamations from the Mayor of Montebello and the California Senate, Fielding asked longtime store manager Sonia Rodriguez to invite two children to “unlock the magic.” In a ceremony that will be repeated at all Disney Stores every morning, Rodriguez assisted the children in turning a giant key in a lock at the front of the store, springing the store to life. Each child was then presented with a souvenir key to take home.

Inside, a “pixie dust trail” leads shoppers through and past a variety of “neighborhoods,” each devoted to a specific interest and age range. A fairy-tale castle leads to a magic mirror where children can wave a wand, and (based on the princess with whom the wand is associated), the princess appears in the mirror to share a story. RideMakerz, the toy car customizer has a section, devoted to the characters from the Cars movies. Lightning McQueen, Mater and Sally can be built in a variety of guises.

Halfway back in the store is the Disney Store Theater. A large, airy gazebo, the theater features a large screen in which the children can choose from a variety of film clips, classic cartons, or music videos. There are even specialty moments available, all displayed in a video queue. Inside the gazebo, space is given over to low tables and benches for children’s activities.

Large stylized trees are a major design element of the new Disney Store. The trees constantly change in color, with familiar animated characters and abstract designs appearing from time to time. The entire shop can change in mood at different times of the day by altering lighting and projections on the upper walls. In addition, surprise “moments” can occur spontaneously.

All age groups are intended to be represented in the new Disney Store, with an emphasis on original and exclusive merchandise. New stores will be opening before the end of the year in Florida, Texas, New York and other states.

Videos

New Disney Store at the Shops at Montebello
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Maria Canals-Barrera and children welcomed the crowd in English and Spanish
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Chloe Bridges, Ana Maria Perez de Tagle and Maria Canals-Barrera of Camp Rock 2
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Chloe Bridges, Ana Maria Perez de Tagle and Maria Canals-Barrera of Camp Rock 2
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