Project Overview:
Star Wars Trading Post

In the fall of 2020, during the global pandemic, I managed the creative overhaul of an existing themed restaurant into a highly immersive retail destination. At the time, the entire Disneyland Resort had been closed for almost seven months and Resort leaders were looking for a way to increase revenue streams at the only open venue, which was the Downtown Disney shopping district.

Resort leadership had identified the old Rainforest Café restaurant as the space that they wanted to reimagine specifically to sell Star Wars merchandise. I was asked to put together a concept for an extensive redesign of both the exterior and interior of the building to tell a dynamic and celebratory Star Wars story. I developed the design concept within a week and we were given five months to design, fabricate and construct the entire experience, all while working remotely from home.

Knowing that we were working under extraordinary circumstances and within a tight budget and schedule, I leveraged my trusted network of vendors to effectively execute sets, scenic dressing and props that I knew would fit the iconic Star Wars brand aesthetic. Because we were working with a shared history, the design and fabrication process was quick and efficient without the need for extensive creative reviews and revisions.

Due to this thoughtful approach to the design process, we were able to open the store on time and under budget. The store was a massive hit with both Star Wars and Disneyland fans who were happy to have a new diversion in a trying time. This essential brand extension delivered high guest satisfaction, and in turn exceeded revenue predictions and regained the initial investment within two weeks.

Star Wars Trading Post has been the perfect host for various synergy and marketing efforts that serve the Star Wars franchise. It has been the location for promotional photo backdrops, art installations and even charitable events like Toys for Tots collections.