Today was the grand opening of Disney’s TRON: Legacy Pop-Up Shop in Culver City and, since it’s right near my Trader Joe’s, I have given it the exhaustive Lurkyloo photo treatment for you!
Disney has embraced the “pop-up shop” trend—the practice of opening a temporary retail outlet to generate buzz or, in the case of Spirit Halloween stores, sell millions and millions of Avatar ears. Disney’s TRON shop is inside Royal/T, a maid cafe/store/art space, and will be open until Dec. 23. There will be different special merchandise available each week that the shop is open: next week it’s athletic wear ($65 board shorts anyone?), and the following week it’s collectible artwork from the film. The cafe will also rename its menu items in honor of TRON (mmmmm…. Identity Disk Cake….).
At 9:54 am I got in the opening-day line with eight other mere mortals and one guy who had once talked to Bruce Boxleitner “for, like, 15 minutes.”
It’s a good thing only 10 of us showed up to the grand opening, because the portion of the space devoted to TRON is only 400 square feet!
It’s an interesting idea, and the place looks great, but it strikes me as a misguided attempt to target a small, wealthy segment of consumers who have absolutely zero interest in Disney anything. We signed up for the D23 event at the shop in December, so watch this space for more photos and commentary…