As part of a promotion to get people to show off their "Disney Sides," a Disney pop-up shop was set up in a mall. Rather than being branded with familiar brand icons, the shop was presented as a mysterious magic shop named Umbra Penumbra that would be opening soon. However, each time someone walked by the illuminated wall, a silhouette of a Disney character would shadow a person's exact movements. People of all ages had total fun with this, twirling, spinning and dancing along with their Disney counterparts.
By transporting the experience of a Disney park to a mall, kids of all ages were able to spontaneously relive their childhoods and partake in some good old fashioned fun at no cost by taking photos with their favorite Disney cast members.