The project focused on designing an immersive Disney retail experience by studying the brand's franchises, storytelling approach, and global ecosystem, including Disney, Pixar, Marvel, Star Wars, and other subsidiaries. It involved research into Disney Stores, licensing stores, parks, and media platforms to understand how stories are extended across products and experiences while maintaining each franchise's unique identity. User research, market analysis, personas, and stakeholder discussions informed the development of design concepts, which culminated in proposals for interactive retail experiences using new media, digital technologies, and virtual and augmented reality to enhance customer engagement and storytelling.