David Jones and The Walt Disney Company have collaborated on a children's retail concept.
The pair have transformed the top floor of David Jones' Elizabeth Street store into a one-of-a-kind retail destination.
It features five Disney-themed neighbourhoods full of Disney’s most popular stories and characters.
Customers can access the floor through a dedicated express lift to Level 9 where a Lego Mickey Mouse, built with 46,732 lego bricks, will greet them on arrival.
Key elements of David Jones Kids include:
Disney’s Winnie the Pooh - With views over Hyde Park, this space will feature an expansive canopy of Winnie the Pooh’s much-loved honey tree in the 100 Acre Wood. The space includes a Pooh-themed dressing room and cubby house and a Pooh photo opportunity. There will also be a design advisor on hand to assist customers in creating a nursery.
Marvel - This New York-inspired locale will help customers find shoes and active clothes for kids. Kids can measure their feet against their favourite Marvel character, take a photo with Ant-Man and then head over to the Marvel Story Zone to get their Marvel movie or comic book fix.
Star Wars - This area will feature contemporary apparel as well as technology featuring a giant, interactive Millennium Falcon and motion-sensor activated BB-8 droid.
Disney Princess - This concept will include fairy lights, castles, carousels and a Magic Mirror.
High Street - A premium range of boutique shops will occupy this space, including Country Road, Seed Kids, Armani Junior and Polo Ralph Lauren. This will filled with the latest fashion and toys for kids. A Finding Nemo-themed parents’ room will also be on-site.
A dedicated event space that will house Santa for Christmas, seasonal activations and ongoing exciting activities will cap off the offer.
The floor is home to a range of the toys, apparel, footwear, books, games and puzzles from local and international children’s brands.
It is also an ever-evolving space that will see Disney’s extensive calendar of upcoming releases reflected in new experiences.
Souvenir maps of the floor will be available for customers, as well as an events calendar.
David Jones CEO David Thomas said the concept is a world-class experience.
"We’re thrilled to be launching David Jones Kids in partnership with The Walt Disney Company, a world-class shopping destination providing customers with not only the best in retail but a truly engaging and immersive experience filled with worlds of wonder and excitement that will have customers coming back again and again.
"The David Jones and Disney teams have worked hand in hand to create this world of wonder that promises to delight both children and adults alike."