Disney Immersive worlds in Walt Disney World Fontys ACI Tilburg Marc Scheepers 2341611
jan 16 components of a world
storytelling in 3d space
Cinderella Castle
Design elements abundance
Contents
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Big idea
immersive Worlds
Every immersive world should have a big idea. That thing you want to give guests when
This assignment is about the immersive worlds created by Disney.
describe their stories and after that I will elaborate on the design,
they enter your world. In this chapter you will read about the big ideas of the two chosen
All of these worlds are a simplified version of a real world and all
theming and experience of my chosen worlds. All of this will come
worlds.
of them tell a story. In this assignment I will try to elaborate on
together in the main question: ‘What are the most important parts
those worlds by starting with the Big Idea of a world. Later I will
of an immersive world that make the Disney Concept a success?’
To start off, I will talk about Main Street USA and Fantasyland.
ships, material culture, belief & worldview, Evolution & history,
These lands have the most meaning to me as I have working in
culture, behaviors, values, social order and expressive culture.
Main Street for my entire program and Fantasyland because it
After this table and first part I will continue with the story of the
has the best story for me. They both hold special places in my
world. It will describe the type of story I tries to tell and I will
heart. And if there is one thing Disney tries to do, is to listen to
explain why this story is working for the Disney park. After the
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storytelling
your heart and to do what’s right.
story I will talk about the design, theming and experience of that
An immersive world is much more immersive when there is a story behind it. The story is
To describe the two worlds, I will use the ‘Components of a
world. It is the part which has the most details, but will also talk
always there, but you want to be the one to write it, instead of what your guests make of
World’ table from the Immersive World Handbook by Scott Lu-
about why Disney succeeded to make it a whole when it com-
it. In this chapter I will describe the stories and experiences of the two worlds.
kas. This table has an extensive amount of components that can
bined all those different aspects.
make up a world together. Not all aspects are necessarily used,
Lastly I will conclude this document with the answer to main
and I will describe the clearest and common ones. To make
question (which is stated above) and I will compare the two
things clear I include a list of all the aspects of this table: place,
worlds and also write about what we can learn from those
beings, environment, structures, language & Communication,
worlds when we create immersive worlds of our own.
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transportation & movement, population, health, diet, relation-
design
Every immersive world can be totally picked apart by all the small design elements it houses. Disney is very good in combining different elements, and in this part I will highlight some of those of the chosen worlds.
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conclusion
The assignment will be concluded with a comparison of the two worlds and what aspects are to be used when creating and effective and holistic immersive world.
intro
Big idea We all know Main Street USA. It is the place we enter a Disney theme park. It still looks like a normal city we could have seen a few years ago. It is the place where we literally leave behind our known world and exchange it for a land of Yesterday, Tomorrow and Fantasy (The Imagineers, 2010). You can see the castle at the end of the street, which symbolizes the imagination at the end of our own known world. To start off, I will describe Main Street USA by elaborating on several components of a world (Lukas, 2013).
Language & Communication
Behaviors
As we would expect, everything is in English. The windows on
This part is also about courtesy to the guests and therefore
the second floor (and some of the first floor) are all decorated
matches with Culture. There are certain traditions that are kept
beautifully with English text.
in place, like the mix-and-mingle of the Citizens of Main Street and the trolley shows.
Material Culture because the world is set in early 20th century a lot is looking old
Expressive Culture
fashioned. However, it is not that old fashioned that it is out of
Main street is packed with (hidden) art. For example, the win-
time. It looks timeless. There is a lot of wood and decorative de-
dows on the second floors are made to look like advertisements,
tails on the edges of the buildings.
but they are actually names of people that are important in the development of Magic Kingdom.
Place
Structures
Though most people think Main street is solely inspired by Walt Of course all the buildings in main street are there for the guests. Disney’s hometown of Marceline, Missouri, the Main Street in Walt There are either shops or restaurants. The second level of the
Belief & Worldview
As you can see, the components of a World that are relevant for
Main street USA is built in the time where America was becom-
Main Street USA are pretty extensive. It is here where guests en-
ing the fastest growing country in the world. It shows pride and
ter the park and expect to be swept away by all the magic. In the
gratitude for the time it resides in. there is a belief that what they
next chapter, I will talk about how this is experienced by guests
do is the best way to do it.
and talk about the story Main Street USA wants to tell.
Disney World is slightly different. It is actually a combination of dif- buildings are looking more like actual apartments where people
Culture
ferent cities around the country, including Marceline but also New could live. In fact, they are offices (Veness, 2015).
The Citizens of Main Street are very courteous and dress appro-
England (Wood, 2015). Before the expansion of Emporium (the
priately. This is partly because it is in a Disney park where cour-
biggest giftshop in the park), the middle of Main Street was known
Transportation & Movement
as the Four Corners Area, where the four corners of the crossroads All guests walk down Main Street. It was meant to be a small town
tesy is one of the main points. But it is shown that everyone is welcome to reside in Main Street.
represented a different architectural style (Veness, 2015). Though USA street where you could still walk on the road. However, there the dĂŠcor is still early 20th century small-town America.
are some shows that include old cars and then there is the train station that acts like a curtain (more on that later). So there are
Beings
several types of transport, but the guests just walk.
The beings in Main Street are not really clear. There are some citizens of Main Street that walk the streets in the morning and early afternoon. The Mayor of Main Street opens the park every day and later he drives some of the citizens around in trolleys.
Main street usa 4
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Fantasyland
Fantasyland is a totally different kind of land. It has no ties with
the princesses sometimes used older words when having meet
though. This is done through all the design elements that are
the real world and everything is built to make sense in an imag-
and greets.
present in Fantasyland.
Transportation & Movement
Culture
inary world of fairy tales and becoming who you really want to be. The next part will describe the Components of Fantasyland
People in Fantasyland walk around. There are no other types of
there are not a lot of traditions that surround Fantasyland as a
Place
transport here. Sometimes there is the occasional horse, but it is
design. In the real world though, it is here where all the princess-
Fantasyland is not really placed in the real world. It is always lo-
only used for decoration purposes.
es meet and greet. A few years ago they would just walk around
cated right behind the castle of the park, where it is meant to be a ‘backyard’ and be rooted in the fairytale world.
the land and greet their guests, now you have to stand in line to Diet
meet them, because the sheer number of people just can’t be
Fantasyland does have a special diet, even though it is not very
handled anymore. There is still a feel of excitement that you may
Beings
prominent. Most foods are classic or old fashioned. There is a
run into a character or two.
In Fantasyland there are humans, but also dragons, fairytales,
restaurant where you can get fish, sandwiches and ice cream.
princes and princesses, and other Disney characters. For many
The absence of special American food or of another country is
Behaviors
older Disney characters, this is their home. All of them live to-
deliberately moved out of fantasyland.
Most cast members follow in the feel of the land. Especially in
gether near the castle, as this is the most magical place of the land.
some of the stores, the magic is really held alive. Sometimes, a Material Culture
princess will just walk into a store and buy a prop, other times it
As Fantasyland is considered an old land that has been there
is just the cast member that keeps the feel alive. They do this by
Structures
for centuries and will be there many more, the look is old but
bowing to guests and being extra courteous to them.
Almost all buildings behind the castle are set up as backyard
sturdy. There is a lot of brick-and-boulder buildings and a lot of
stores, where people are allowed in even though it is meant for
castle design elements. You know old tools are used.
the princess that lives in the castle. There are shops, carrousels
Expressive Culture Fantasyland is filled with art of different characters and mov-
and restaurants that are fitting for a princess (or prince). There
Belief & Worldview
ies. Some of them are hidden. There are fountains, windows,
are also some story tie-ins that are located here, for example the
In fantasyland, anything is possible. You can be whoever you
paintings and statues scattered throughout the land. These are
sword in stone.
want to be. It is a land without limits and no ties to the real world.
placed to keep the feel of a magical land alive.
\Language & Communication
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The words used in Fantasyland are quite old-fashioned, because
Evolution & History
guests associate it with old times and fairytales. There are sev-
As Fantasyland is very old, there is not much about develop-
eral plaques around the land that have text in Old English. Also,
ment. There is a great sense of history throughout the land
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Main Street USA When guests enter the park through the tunnels of the train station, they pass over to a new era, which is early 20th century. All of a sudden, they are in a small USA town around 1920. Everything is themed towards that time.
Storytelling
“A Design story is told in three-dimensional space, using architecture, design and forms of material culture. It may also include actors, performance, and forms of technology. Just like the traditional stories (…), the design story creates a world in which people can relate, interact, enjoy and explore. The design story represents a melding of the techniques of design, interior design, architecture, and applications of technology and material culture with the techniques of storytelling and associated area like performance, acting and interaction.” (Lukas, 2013) This statement is exactly what happens in a Disney-created world.
use very modern cameras, they still are wearing an old-looking
The imagineers combine the design of the land with the stories
costume. This street is lined with shops, where you can buy gifts
they tell, to come to a holistic experience that engulfs guests
of every possible item and indulge in sweets form the Confec-
whenever they enter the park. In this part I will describe the story
tionary, Starbuck coffee at the Bakery and all-American hotdogs
from a guest’s point of view when they enter the park.
in Casey’s Corner. There is old music playing and there are even
At the front of the park is the train station. This station is built very
smells that relate to the different shops in the park.
close to the entrance and therefore blocks the view to the castle
Positioned at the end of the street, very visible, is Cinderella Cas-
for people outside the park. This is done very specifically. Walt
tle (Sleeping Beauty Castle in Disneyland and Disneyland Paris).
Disney used movie techniques in his parks. He wanted guests to
This sightline is very deliberately placed and was meant as a
experience the same as a movie that has opening credits. The
big storyteller for the guests (Sklar, 2015). The castle at the end
windows above the shops all hold names of people that were (or
of Main Street represents the imagination that is always within
are) important to the development of Walt Disney World, clever-
reach. Every person has an imagination, and by placing the castle
ly disguised as businesses that could operate in Main Street. The
close to the ‘known world’ of Main Street, Walt Disney wanted his
first window you would see (when you look hard) is the window
guests to think about their own imagination and what they could
of Walt Disney himself. He is portrayed as Chief Engineer and is
do with it (Veness, 2015).
positioned at the train station (Veness, 2015) (Carrol, 2015). This
This story can be linked to the types of Stories table by Scott
window is in full view of guests entering the park and is viewable
Lukas, as he describes them in his book. This story about Main
from outside the park too. It is very fitting, as he was a fan of trains
Street is in fact a 3D-story, that takes place in the world and is
and even had a 1.8th scale model of the steam train in his own
used to create a provocative space. However, it is also a Parable,
back yard.
as it teaches a lesson about people using their own imagination
When guests enter the park through the tunnels of the train sta-
and letting them know it is always within reach. Unfortunately,
tion, they pass over to a new era, which is early 20th century. All of
many guests don’t see the story and are just engaged with the
a sudden, they are in a small USA town around 1920. Everything
first layer of Main Street: that it is beautifully themed and is just a
is themed towards that time. The buildings, the music and even
nice place to be in.
the people (cast members). Even though the Photopass people
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Storytelling The story of fantasyland is different from Main Street. It is not
guests with everything they need to become a princess, prince
rooted in the real world. It is not meant to depict a real place in
or anything else they desire. They can also get pixie dust, which
the world. Instead it focuses on the possibility of it being any-
is an experience done by one of the cast members. They ask you
where in the world. Fantasyland is truly a land without limits or
to make a wish, and while throwing pixie dust in your hair, they
borders. It is the land of princesses and dragons. Everything is
say: “With a little faith, trust and pixie dust, may all your wishes
focused on this so when guests come and visit this land, they
come true”.
feel as if they are in a world where castles, princesses and fairytales are real. Where fantasy truly is alive.
The moral of the stories is this: you can become anything you want to become. There are no limits to your imagination, and
When a guest wants to enter Fantasyland, the best way to go
magic is real. This is the true message that rings through the en-
is through the castle. The castle gates were closed for the big-
tire Disney park, but especially in Fantasyland. As this is not re-
gest part of my internship, but luckily they opened at the end.
ally a story in the sense of a tale, it is more about making people
What I experienced was amazing. Guests walk up to the castle
believe anything is possible.
with an excitement. This is the real reason they are here. They want to see princes and princesses. They walk up to the castle and walk through its enormous gates into the ‘backyard’, which Ariels Grotto: The New Fantasyland expansion brought The Little Mer-
Tangled resting area: Tangled made her debut in Magic Kingdom by
maid closer to the guests. They can now visit her at her Grotto, or go on
the addidition of a Tangled resting area. There are restrooms and guests
an adventure under the sea and see the story of Ariel up close.
can charge their phones if they want.
is fantasyland. The music changes to a more magical tune, and everything suddenly looks different. Guests can go inside several shops that are connected to the castle, like Castle Couture or Sir Mickeys. These shops provide
Fantasyland With a little faith, trust and pixie dust, may all your wishes come true
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Design In this last chapter I will talk about the different design elements used throughout both lands, using the book of Scott Lukas. He has detailed a lot of different elements that together make up the holistic world. I will focus on the elements, but also describe how this fits in the total experience and story as described above.
Color
Lines
Color in Main Street is used well. There are a lot of bright colors,
Of course Main Street is a single street with no corners. The street
but all of them fit as a color of a building. There is dark red, light
starts after Town Square, which is where people enter the park.
brown and everything in-between. It looks like a town that has
If they walk up Main Street, they will see the Castle at the end of
just gotten a new stroke of paint.
it. This is the most popular and well know sight line in all Disney
Form Logically all shapes here are building. There are a lot of large rectangular windows and there are a lot of decorative shapes
Parks. The lands are designed to always provide a good view of the castle. But the one in Main Street is the best and is also the most photographed one (Gomez, 2015).
on top of buildings and under canopies. Also the lamp posts are
Consistency, Harmony & Balance
decorated accordingly.
All buildings look a little different from the ones next to it. How-
Size & Scale
ever, everything is still very much in balance. You know it belongs together because it still has the same style and design ele-
The first floors of all buildings are life-sized. They look large to
ments. Just the colors are different, or the height of the building.
make the buildings look large. The second and third floors are
This makes it look like a town with different buildings, but still
actually smaller in size to make it look the buildings are big-
part of the same town.
ger than they really are. This is called forced perspective. This was also done to make the castle look bigger. The castle has
All of the aspects together make up the looks of Main Street.
the same techniques. The windows in the top floors are actu-
Guests really feel they go back in time when walking through
ally smaller but look the same as the ones further down, just to
main street. All these design elements make sure guests feel this
make it appear taller.
way. Together with the actors and cast members and music and smells the experience becomes holistic and complete.
Main Street 12
All buildings look a little different from the ones next to it. However, everything is still very much in balance.
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Design Colors The colors in Fantasyland are a little brighter than in the rest of the park. There is a lot of red, blue, yellow and purple through-
Fantasyland
out the land and rides. This makes it a combined theme, together with the costumes of the cast members.
Form The buildings in Fantasyland are look tall and as if they have
Size & Scale
Consistency, Harmony & Balance
The buildings are at least two stories high, to make them taller
As in all themed lands in Disney parks, this is a consistent world.
even though the top floors are not used. They have to look as if
The looks of the buildings, to the costumes the cast members
they have been there for a long time.
are wearing, everything is connected to make it work together.
Lines
In this land Disney uses sounds, music, smells and looks to make it feel like you’ve entered a world of imagination and magic.
Of course lines are a little less important because the land is positioned right behind the castle. So there is always a good view. The buildings closest to the castle are smaller than the ones in the back to make the illusion the castle is bigger than it really is.
been there forever. There is a lot of use of large stones in all buildings. Other buildings have a castle look, where they have crenellation on top of the buildings to make it fit the castle.
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Conclusion
In this document I have talked about the design, story and expe-
The two worlds can be compared in the sense they are both de-
rience of Main Street USA and Fantasyland, two of the most icon-
signed in the same way. Of course they use different aspects the
ic lands of (almost) every Disney park. Disney makes these into
components of a world and design-items, but the fact is they are
holistic experiences by thinking about all human senses when
both designed in the same order and look at the same elements.
designing and building the worlds. The most important one is
They are just ‘filled in’ differently. That is what makes a world
sight. Disney makes sure all lands are up to the Disney standard
holistic and immersive.
in design. Meaning they look good, well-maintained and like
So the most important thing is to make sure your immersive
something from another world or time. The use of colors, form,
world always has a logical structure in the way it is designed.
size and scale, lines, consistency, harmony and balance all work
It must have a story and the design elements should be well
together to create a diverse yet coherent world that is fully im-
thought out. The craziest thing is when a world is so method-
mersive. Disney adds smells, sounds and touch to their worlds
ically designed, it becomes more creative and rich than if you
so that even the youngest ones can experience the world as it is
would just ‘go out and about’ trying to create a world.
intended to by.
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internship disney world
This assignment has been made possible by all the people I encountered during my internship in Walt Disney World Orlando from July 14 till January 4. It has been a wonderful time and I would like to thank everybody that helped me grow both personally and academically.
sources
Carrol, B. (2015). Coordinator Front of Park. (M. Scheepers, Interviewer)
Disney Book Group. (2003). The Imagineering Way: Ideas to Ignite Your Creativity. New York: Disney Editions. Gomez, E. (2015). Leader Guest Relations. (M. Scheepers, Interviewer) Holaday, B. (2015). Quick Service Manager. (M. Scheepers, Interviewer) Lukas, S. (2013). The Immersive World Handbook. Burlington: Focus Press. Rourke, E. (2015). Quick and Table Service Manager FB. (M. Scheepers, Interviewer) Sklar, M. (2015). One Little Spark!: Mickey’s Ten Commandments and The Road to Imagineering. New York: Disney Editions. The Imagineers. (2010). Walt Disney Imagineering: A Behind the Dreams Look at Making More Magic Real. New York: Disney Editions. Veness, S. (2015). The Hidden Magic of Walt Disney World: Over 600 Secrets of the Magic Kingdom, Epcot, Disney’s Hollywood Studios, and Disney’s Animal Kingdom. Avon: Adams Media. Wood, B. R. (2015). Guest Relations. (M. Scheepers, Interviewer)
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