Toy Story 30th Anniversary Event
Rosie Lee CreativeClent:
Disney GC
Team:
James Nelson
Maddalena Gioglio
Russell Clayton
Our goal was to design a space that would surprise and delight—something memorable that left a lasting impression. We set out to create a vibrant and engaging experience that brought the beloved Toy Story universe into a tangible, physical form. Every element was designed to drive excitement and social media engagement, filled with irresistible photo opportunities throughout.
We brought key story moments and iconic characters to life, aiming to connect with both long-standing fans and a new generation discovering the films for the first time. Staying true to the films’ recognisable visual style, we developed a cohesive material palette, designed custom furniture and displays, and integrated interactive elements for maximum impact.
The overall concept was inspired by a pop-up box aesthetic—with characters playfully emerging from the edges of store windows, beckoning visitors inside. Each space offered an immersive, surreal experience lifted straight from the scenes we all know and love.
Design references were rich with playful detail and familiar characters, providing a wealth of inspiration. Customer engagement sat at the heart of this concept, so we ensured the spaces were full of interactive touchpoints.
Cut-outs of Hamm and Buzz Lightyear’s iconic rocket ship became key engagement moments. Larger-than-life replica characters were placed throughout to encourage photos and playful interaction. Bespoke retail units nodded to classic scenes, like the alien claw machine, and we replicated elements from Andy’s bedroom and toy chest to create an instantly recognisable and inviting environment.
We also introduced spaces themed around Woody’s Wild West world, complete with canyon-inspired backdrops and floor units adorned with cactus cut-outs and sheriff badges. Even the cash desks were crafted to resemble oversized cardboard boxes, complete with tape and address labels—adding to the playful authenticity of the overall design.
Each element was carefully considered—not just as a retail display, but as a moment of joy, nostalgia, and wonder. We played with scale, layered in textures and familiar references, and delivered storytelling through space that was true to the heart of Toy Story.
Through these larger-than-life designs and playful experiences, we celebrated Toy Story’s 30th anniversary in a way that was bold, fun, and unforgettable—bringing to life its characters, stories, and that unmistakable Pixar magic.