Disney+ transformed a Los Angeles thrift store into a Y2K-themed pop-up and titled it the “Disney+ Throwback Experience,” to promote its 90s and 2000s content. Here is how they did it.
The space was redesigned to capture the look and feel of the era, offering visitors the chance to immerse themselves in the fashion and cultural moments from Disney classics of the time. Guests who reserved spots online, slots that sold out quickly, were greeted with displays of recognizable props, toys, and imagery from series and films available on Disney+ and Hulu.
For the campaign the brand took over thrift store Rock Etiquette on Melrose Avenue in L.A. for a four-day activation in June that allowed fans to “step into the iconic fashion moments from all their favorite shows and movies and feel like they’re living in the world of the Disney+ Throwback collection,” says Scott Slesinger, director-brand and marketing strategy at Disney+.
Visitors entered the experience through an armoire “portal” that opened into a series of themed rooms, each filled with throwback activities and pop-culture Easter eggs. Every space was carefully designed to capture the spirit of Disney’s late ’90s and early 2000s hits, allowing fans to relive moments from their favorite shows and films.
Among the highlights were the Cheetah Girls’ Studio, draped in faux fur, cheetah print, and hot pink shag where fans could sing along to “Cinderella”; the Topanga Denim Co. from Boy Meets World, with denim patches, Cory-inspired flannel, and Mr. Feeny references; Hannah Montana’s Closet, packed with glitter, guitars, and secret pop-star identities; and the Pink Slip Garage from Freaky Friday, featuring Doc Martens, demo CDs, and punk-rock vibes.
Produced by experiential agency Creative Riff, the multiroom journey showcased original props and costumes from the Walt Disney Archives. “With immersive rooms, iconic photo moments, and curated fashion, the space was designed to delight fans and fuel their feeds,” says Creative Riff founder and CEO Ryan Coan. “We wanted to showcase a variety of Disney’s most beloved shows and movies with recreated spaces that guests could step into IRL—all nostalgic hits that can be streamed on Disney+ or Hulu on Disney+ for bundle subscribers.”
Leaning heavily into the Y2K aesthetic, the design embraced bold colors, playful prints, and standout recreations like Hannah Montana’s closet, Mia’s makeover mirror from The Princess Diaries, and the Tipton Hotel bellhop desk from The Suite Life of Zack & Cody.
Disney+ also extended the Throwback campaign into the digital space through a partnership with online consignment platform ThredUp. Together, they launched a pop-up shopping experience on ThredUp’s website, where fans could browse and purchase outfits inspired by iconic characters from the featured shows and movies.
For the activation, ThredUp curated and styled 100 secondhand pieces, each tagged with a QR code that directed shoppers to a dedicated landing page for easy purchasing. The goal was to blend nostalgia with sustainability, letting fans channel the looks of their favorite Disney throwback characters in real life. Slesinger noted “That was a really great way to also get the word out to an audience that is a little bit different from our typical Disney fans.”
“Experiential makes the campaign feel full,” Slesinger says. “It feels 360 degrees when you have this touchpoint, especially for a digital brand like Disney+, where all of our consumers are experiencing our content usually at home or with friends, but to be able to bring it into the real world is really special and spectacular.”
