# Shadowplay Pop-Up Shops Magic Was Brought to a Mall with a Surprise Disney Pop-Up Shop By Laura McQuarrie | Published 2015-02-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/disney-pop-up-shop References: [prexamples](http://prexamples.com/2015/02/unsuspecting-public-given-disney-surprise-as-mickey-and-co-set-up-shop/) & [disneyside.disneyparks.disney.go](http://disneyside.disneyparks.disney.go.com/direct-your-disney-side-videos/direct-your-disney-side-videos) As part of a promotion to get people to show off their "[Disney](https://www.trendhunter.com/trends/cinderella-castle-mural) Sides," a [Disney pop-up shop](https://www.trendhunter.com/trends/new-york-city-popup-event) 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](https://www.trendhunter.com/trends/disney-ultimate-toy-drive). ## Trend Insights (Trend Hunter) - Score: 1.1/10 - Popularity: 5% | Activity: 19% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **Pop-up Shops:** Creating unique and interactive pop-up shops can generate excitement and engage customers in a memorable way. - **Immersive Experiences:** Providing immersive experiences that transport customers to a different world can captivate their attention and create lasting memories. - **Mystery Marketing:** Using mystery and intrigue in marketing campaigns can create curiosity and anticipation, generating buzz around a brand or event. ### Where This Applies - **Retail:** Retailers can leverage pop-up shops to drive foot traffic, showcase products, and provide unique experiences for customers. - **Entertainment:** The entertainment industry can create immersive experiences that bring beloved characters and stories to life, enhancing fan engagement and loyalty. - **Marketing:** Marketers can utilize mystery and surprise in their campaigns to create an emotional connection with consumers and build anticipation for a product or event. ## Related on Trend Hunter - [Immersive Gondola Displays](https://www.trendhunter.com/trends/immersive-makeover.md) - [Interactive Theme Park Murals](https://www.trendhunter.com/trends/cinderella-castle-mural.md) - [Annual Summer Pop-Ups](https://www.trendhunter.com/trends/lucky-collection.md) - [Playful Tokyo Pop-Ups](https://www.trendhunter.com/trends/tokyo-popups.md) - [Viral Collectible Toy Pop-Ups](https://www.trendhunter.com/trends/popup-in-singapore.md) - [Inspiring Multi-Shop Pop-Ups](https://www.trendhunter.com/trends/possibility-place.md) - [Immersive Virtual Pop-Ups](https://www.trendhunter.com/trends/benemart-concept.md) - [Immersive Back-to-School Pop-Ups](https://www.trendhunter.com/trends/sprayground-pop-up.md) - [Miniature Collectible Pop-Ups](https://www.trendhunter.com/trends/world-of-miniverse.md)