Disney Music — D23 2026
Creative Direction & Experiential Design
Creative Direction & Experiential Design
Led creative direction for Disney Music's presence at D23 2026, Disney's biennial fan convention. Took the booth from concept to execution, overseeing environmental graphics, spatial planning, retail merchandising, digital engagement, signage, and product integration.
Near final previs of the booth design, designed, modeled, and rendered by Wesley Grose
The Spark
After volunteering at D23 2024, I identified opportunities to improve guest engagement, wayfinding, retail performance, and overall attendee experience. Those observations became the foundation for the 2026 booth redesign, and when planning began, I stepped into the role of leading its creative direction.
Objective
Create a stronger, more cohesive guest experience for Disney Music at D23, one that improved flow, elevated the brand presence, and translated into measurable retail results.
Concept & Visual Identity
Developed the overall visual identity for the space, carried across signage, environmental graphics, an art installation, video content, staff apparel, guest handouts, and the event website
Signature Features
Designed the logo, which was then created as an installation from real vinyl records on the exterior
Created a Making Vinyl informational walkthrough, and vinyl record wall display including a Hidden Mickey, which visiting Disney celebrities signed and then became one of the most photographed moments at the booth
Designed a prize wheel for guest engagement at the booth
Created a listening lounge where guests could experience products before buying
Designed two exclusive enamel pins celebrating Disney Music's founding labels, which became a standout giveaway and drew organic attention on social media
Product Design
Designed several first-to-market releases for the event, including The Music of EPCOT (developed with Imagineering Archives), a Winnie the Pooh character-shaped vinyl (sourced from Animation Archives), and a Figment-focused release using original Imagineering artwork
Outcome
The objective was met and then some. The redesigned experience contributed to an 18% increase in sales over the previous D23, with lines regularly exceeding capacity and wait times of 45+ minutes. Elements of the booth, including the vinyl art installation and signed record wall, will live permanently in Disney Music's office.
Walkthrough the night before grand opening, wrapping up the final details
Fan video from the experience