To mark Disney’s 100th anniversary, we were tasked with creating an immersive IRL touring European event to resonate with Gen Z: the trendsetter generation hyper-connected virtually, but feeling disconnected in real life. We needed a theme for the event that would feel as relevant to Disney today as it did 100 years ago, something that could bring together contrasting franchises, characters, brand partners and Gen Z guests in a way that felt personal and meaningful.

 From day one to year 100, Disney’s stories and characters have championed the importance of friendship. With this and our audience insight in mind, we created “Disney Wonder of Friendship” – a multi-sensorial pop-up event that enchanted groups of friends across London, Berlin, Paris, and Madrid. Leveraging Gen Z insights, trends and language we created a photo-perfect playground that cast Disney in a fresh neon light. In partnership with Snapchat and a number of high street retailers we invited guests to venture through 4 immersive zones – each inspired by a Disney franchise best-loved by this generation. From an underground warehouse in London to a festival tent in Madrid, we transported friend groups through 360 sights, sounds and scents while custom-built physical installations enhanced with bespoke Snapchat overlays challenged guests to dance, sing, play, explore and connect with each other.