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A harrods extravaganza


Fantasy Becomes Reality


Inset and below right: There was lots of magic on Harrods’ fourth floor in the Disney Pop-Up Boutique, including the Cinderella Slipper Salon, the latter offering the opportunity to own a pair of limited edition glitter enbellished slippers.


Inset: Harrods was a feast for the eyes both inside and out in the run up to Christmas 2012. Below: Little girls could live the dream in the Disney Princess Dress-Up area.


When the world-famous department store Harrods approached Disney saying that it wanted to create ‘something special at the store for Christmas 2012’, it was to be a fairytale come true collaboration.


F


rom the prestigious windows glittering with Disney Princess-inspired designer dresses to a 7,000 sq ft Disney


‘store within a store boutique’, Cinderella Slipper Salon and Disney Café, this really is a stand-out collaboration. Disney is no stranger to recognising the opportunities of working closely with retailers to deliver a consumer offering that is greater than the sum of its parts. However, the recent collaboration with Harrods brings a new meaning to synergistic relationships: this one is off the scale! Consumers and the media alike have lapped up every single part of the recent multi-faceted collaboration between


Harrods and Disney. Some 18 months of planning has seen commercial retail theatre combine with jaw-dropping designer collaborations that have chimed with both adults and children. As one the most ambitious retail projects to date for Disney – it was very much a team effort between Disney’s marketing, retail and Halo teams and Harrods. As Anna Hill, Disney’s chief marketing


officer for The Walt Disney Company UK and Ireland explains, “What started out as a spark of an idea just grew and grew as both parties saw the limitless possibilities.”


The fun began in October last year when the


7,000 sq ft pop-up Disney boutique opened on the fourth floor of the celebrated Knightsbridge department store, and it remains a prominent feature of the store until the end of January. In addition to offering a vast array of licensed Disney products (such as clothing, stationery and accessories), the boutique also encompasses a Disney Princess dress-up area where girls can


A SPECIAL MAX PUBLISHING


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disney PUBLICATION 2013 © Disney


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