Walt Disney Imagineering Research & Development, Inc. is the research and development arm of The Walt Disney Company, responsible for the creation, design, and construction of Disney theme parks and attractions worldwide. Founded by Walt Disney to oversee the production of Disneyland, it was originally known as Walt Disney, Incorporation then WED Enterprises, from the initials meaning "Walter Elias Disney", the company co-founder's full name.
Imagineering is responsible for designing and building Disney theme parks, resorts, cruise ships, and other entertainment venues at all levels of project development. Imagineers possess a broad range of skills and talents, and thus over 140 different job titles fall under the banner of Imagineering, including illustrators, architects, engineers, lighting designers, show writers, graphic designers, and many more. Most Imagineers work from the company's headquarters on Grand Central Creative Campus in Glendale, California, but are often deployed to satellite branches within the theme parks for long periods of time.
Imagineering also manages various properties held by units within the Walt Disney Company including Disney's Burbank Studios, New Amsterdam Theater and Times Square Studio Ltd. in New York City. When Disney was in the sports team ownership that included Edison Field and the Mighty Ducks Disney Ice practice rink in Anaheim.
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Term
The term Imagineering, a portmanteau, was introduced in the 1940s by Alcoa to describe its blending of imagination and engineering, and used by Union Carbide in an in-house magazine in 1957, with an article by Richard F Sailer called BRAINSTORMING IS IMAGination engINEERING. Disney filed for a copyright for the term in 1967, claiming first use of the term in 1962.
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History
Walt Disney, Inc. (WDI) was formed by Walt Disney on December 16, 1952 with an engineering division tasked with designing Disneyland. In light of objections from Roy as well as those of potential stockholders, WDI was renamed WED Enterprises in 1953 based on Walt's initials. In 1961, WED moved into the Grand Central Business Park. WED Enterprises theme park design and architectural group became so integral to the Disney studio's operations that the Disney Productions bought it on February 5, 1965 along with the WED Enterprises name.
The unit was renamed as of January 1986 to Walt Disney Imagineering. In 1996, Disney Development Company, the Disney conglomerate's real estate development subsidiary, merged into Imagineering.
Imagineering created Disney Fair, a U.S. traveling attraction, which premiered in September 1996. With poor attendance, the fair was pulled after a few stops. Disney Entertainment Projects (Asia Pacific), Inc., a new Disney Asian Pacific subsidiary, selected a renamed fair called DisneyFest as its first project taking it to Singapore to open there on October 30, 1997.
By 1997, Imagineers were in several buildings in Grand Central Business Park when Disney purchased the park. In September 1999, Disney Imagineering announced the Grand Central Creative Campus redesign of the industrial park with a new office-studio complex anchored by Disney Imagineering. Some of the building were demolished to make way for new buildings. The additional space would be for sound stages, production facilities and offices.
As part of The Walt Disney Company's March 2018 strategic reorganization, Walt Disney Parks and Resorts merged with Disney Consumer Products and Interactive Media segments into Walt Disney Parks, Experiences and Consumer Products.
Principles
Imagineers are governed by a few key principles when developing new concepts and improving existing attractions. Often, new concepts and improvements are created to fulfill specific needs. Many solutions to problems are designed in this way, such as the ride vehicle of the attraction Soarin' Over California. The Imagineers knew they wanted guests to experience the sensation of flight, but were not sure how to accomplish the task of loading the people onto a ride vehicle in an efficient manner where everyone had an optimal viewing position. Imagineer Mark Sumner found an Erector set in his attic, and was able to envision and design a ride vehicle that would effectively simulate hang gliding.
Imagineers are also known for returning to ideas for attractions and shows that, for whatever reason, never came to fruition. These ideas are often reworked and appear in a different form - like the Museum of the Weird, a proposed walk-through wax museum that eventually became the Haunted Mansion.
Finally, there is the principle of "blue sky speculation", a process where Imagineers generate ideas with no limitations. The custom at Imagineering has been to start the creative process with what is referred to as "eyewash"--the boldest, wildest, best idea one can come up with, presented in detail. Many Imagineers consider this to be the true beginning of the design process and operate under the notion that if it can be dreamt, it can be built.
Imagineers are always seeking to improve upon their work--what Walt Disney called "plussing". He firmly believed that "Disneyland will never be completed as long as there's imagination left in the world", meaning there is always room for innovation and improvement.
Mickey's Ten Commandments
During an Imagineering workshop in 1991, Marty Sklar (then-president of Imagineering) presented ten commandments attributed to Mickey Steinberg (the vice president of Imagineering). They are:
- Know your audience
- Wear your guest's shoes (don't forget the human factors; try to experience the parks from the guests' point of view)
- Organize the flow of people and ideas (ensure experiences tell a story that is organized and logically laid out)
- Create a "Wienie" (Walt Disney's term for a "visual magnet")
- Communicate with visual literacy (use a dominant color or shape or building to reinforce a theme)
- Avoid overload--create turn-ons (do not offer too much detailed information)
- Tell one story at a time (put one 'big idea' in each show so guests leave with a clear understanding of the theme)
- Avoid contradictions--maintain identity (avoid irrelevant or contradicting elements; make sure the audience has a clear idea of what is being said)
- For every ounce of treatment, provide a ton of treat (take advantage of the distinction of the theme park, which is that it encourages active participation, compared to passive entertainment)
- Keep it up (do not become complacent or allow things to run down)
Innovations
As of 2000, Walt Disney Imagineering had been granted over 100 patents in areas such as advanced audio systems, fiber optics, interactive technology, live entertainment, ride systems and special effects. WDI is responsible for technological advances such as the Circle-Vision 360° film technique and the FastPass virtual queuing system.
Imagineering is perhaps best known for its development of Audio-Animatronics, a form of robotics for use in shows and attractions in the theme parks that allowed Disney to animate things in three dimensions instead of just two. The idea sprang from Disney's fascination with a mechanical bird he purchased in New Orleans, which eventually led to the development of the attraction The Enchanted Tiki Room. The Tiki Room, which featured singing Audio-Animatronic birds, was the first to use such technology. The 1964 World's Fair featured an Audio-Animatronic figure of Abraham Lincoln that actually stood up and delivered part of the Gettysburg Address (which was just past its centennial at the time) for the "Great Moments with Mr. Lincoln" exhibit, the first human Audio-Animatronic figure.
Today, Audio-Animatronics are featured prominently in many popular Disney attractions, including Pirates of the Caribbean, The Haunted Mansion, The Hall of Presidents, Country Bear Jamboree, Star Tours--The Adventures Continue, and Muppet*Vision 3D. Guests have also had the opportunity to interact with some Audio-Animatronic characters, such as Lucky the Dinosaur, WALL-E, and Remy from Ratatouille. The next wave of Audio-Animatronic development focuses on completely independent figures, or "Autonomatronics." Otto, the first Autonomatronic figure, can see, hear, sense a person's presence and emotions, and have a conversation.
The Art of the Show
Over the years, Imagineering has conceived a whole range of retail stores, galleries, and hotels that are designed to be experienced and to create and sustain a specific mood - for example, the mood of Disney's Contemporary Resort could be called "the hello futuristic optimism," and it's readily apparent given the resort's A-frame structure, futuristic building techniques, modern décor, and the monorail gliding quietly through the lobby every few minutes. Together, these details combine to tell the story of the hotel.
Imagineering is a form of storytelling, and visiting a Disney theme park is like entering a show. Extensive theming, atmosphere, and attention to detail are the hallmarks of the Disney experience. The mood is distinct and identifiable, the story made clear by details and props. Pirates of the Caribbean evokes a "rollicking buccaneer adventure," according to Imagineering legend John Hench, whereas the Disney Cruise Line's ships create an elegant seafaring atmosphere. Even the shops and restaurants within the theme parks tell stories. Every detail is carefully considered, from the menus to the names of the dishes to the Cast Members' costumes. Disney parks are meant to be experienced through all senses - for example, as guests walk down Main Street, U.S.A. they are likely to smell freshly baked cookies, a small detail that enhances the story of turn-of-the-century, small-town America.
The story of Disney theme parks is often told visually, and the Imagineers design the guest experience in what they call "The Art of the Show." Hench was fond of comparing theme park design to moviemaking and often used filmmaking techniques in the Disney parks, such as the technique of forced perspective. One of the most dramatic examples of forced perspective in the Disney Parks is Cinderella Castle in Magic Kingdom at Walt Disney World. The scale of architectural elements is much smaller in the upper reaches of the castle compared to the foundation, making it seem significantly taller than its actual height of 189 feet.
Theme park projects
Since its 1952 inception, Walt Disney Imagineering has created twelve theme parks, a town, four cruise ships, dozens of resort hotels, water parks, shopping centers, sports complexes, and various other entertainment venues. Outside of the theme parks, a complete overhaul of Disney Stores was planned in 2009 with the help of Apple's Steve Jobs. Disney was hoping to move away from the traditional retail model and toward more of an interactive entertainment hub.
At the 2009 D23 Expo in Anaheim, California, Disney confirmed a Fantasyland expansion plan for Magic Kingdom. Some aspects of the refurbishment were open as early as 2012 and was completed in 2013, baring the Seven Dwarfs Mine Train and Princess Fairytale Hall. The expansion, which doubled the current size of Fantasyland, features a greater focus on the Disney Princesses. Belle, Ariel, and Snow White all have dedicated sections within the land where guests can experience highly interactive character meet-and-greet sessions in immersive movie environments. There are two new restaurants, the full-service Be Our Guest Restaurant in the Beast's Castle and the quick-service Gaston's Tavern. The current Ariel's Grotto area was expanded to include a new attraction called The Little Mermaid: Ariel's Undersea Adventure. In the middle of the expansion is a new Seven Dwarfs Mine Train ride which opened on May 28, 2014, featuring a new ride system that allows mine carts to swing back and forth. Snow White's Scary Adventures has been replaced by Princess Fairytale Hall, where Cinderella, Tiana, Snow White, Jasmine, Rapunzel, Aurora, Mulan, Anna, and Elsa are having meet and greets which was opened on September 18, 2013. The expansion also features an updated Dumbo the Flying Elephant ride with a doubled guest capacity and an interactive queuing system that will keep guests entertained while they wait in line for one of the park's most popular attractions, as well as a rethemed version of Goofy's Barnstormer known as "The Great Goofini".
Current Imagineering projects
Non-theme park projects
The Imagineers have been called on by many other divisions of The Walt Disney Company as well as being contracted by outside firms to design and build structures outside of the theme parks.
The very first Disney Store opened in Glendale, California, near Imagineering headquarters, and was designed and constructed by a group of architectural Imagineers. Imagineers have collaborated with Walt Disney Consumer Products on four more occasions for Disney Stores. Firstly, WDI developed the Walt Disney Gallery at the Main Place Mall in Santa Ana, California (open for a short time in the 1990s, next to the still-operating Disney Store), and then a Roman themed Disney Store at The Forum Shops at Caesars in Las Vegas. Two more themed flagship Disney stores were opened in San Francisco and New York City, the latter having been developed into a World of Disney. After the purchase of the Disney Stores by The Children's Place in 2004, Disney developed a more exclusive chain of flagship Disney stores, called World of Disney (see above). Located in Lake Buena Vista, Florida (at the Walt Disney World Resort), Anaheim, California (at the Disneyland Resort), and New York City (now closed). Each has been designed by Walt Disney Imagineering. A fourth incarnation of the "World of Disney" brand arrived in Disney Village at Disneyland Paris in 2012.
Imagineering designed the prototype 24,000 square feet (2,200 m2) "Club Disney" interactive family fun center in Thousand Oaks, California. It was the first of several Disney location-based entertainment (LBE) venues of the mid to late 1990s that were eventually closed. Another Imagineering-designed location-based entertainment product was DisneyQuest, a high-tech, virtual reality arcade of about 80,000 square feet (7,400 m2) located in Disney Village (now referred to as Disney Springs, West Side) at Lake Buena Vista, Florida. DisneyQuest has themed areas called Score, Explore, Create, and Replay; DisneyQuest in Chicago no longer exists. Imagineers have also overseen design and construction of the Disney Dream and the Disney Fantasy for Disney Cruise Lines, as well as environmental and graphic design for The Disney Cruise Line and DCL's Castaway Cay.
Former Senior Vice President of Imagineering John Hench designed the "Tower of Nations" for the opening and closing ceremony of the 1960 Winter Olympics, where Walt Disney was Pageantry Committee Chairman.
Imagineering designed galleries and exhibitions for the Autry Museum of Western Heritage in Los Angeles, California. It also developed the Encounter Restaurant, a science fiction-esque redesign of the restaurant suspended at the top of the 135-foot parabolic arches of the Theme Building at the Los Angeles International Airport. Imagineering designed exhibits for the Port Discovery children's museum at the Inner Harbor in Baltimore, Maryland, as well as the "Below Deck" sound show depicting Blackbeard's final battle as part of the Pirate and Treasure Museum in St. Augustine, Florida.
Imagineering manufactured flight attendant uniforms for Northwest Airlines from Claude Montana designs in 1989 due in part to the fact that Northwest's then-CEO Al Checchi was also a member of The Walt Disney Company's board. The WDI-made uniforms lasted until 1992.
When Disney purchased ABC, the Imagineers remodeled the ABC Times Square Studios in New York City. In addition, when Disney purchased the California Angels, they renamed the team to Anaheim Angels, and Walt Disney Imagineering and HOK Sport renovated the then-30-year-old Anaheim-owned Anaheim Stadium, adding modern amenities.
Imagineering worked with FIRST (For Inspiration and Recognition of Science and Technology) to help create the teaser video and the story, as well as the theming of the 2016 FIRST Robotics Competition, FIRST Stronghold.
Corporate locations
Since the 1960s, Imagineering's headquarters have been located in nondescript office buildings on the site of the former Grand Central Airport in Glendale, California, about two miles (3.2 km) east of Disney's corporate headquarters and studio lot in Burbank.
There are field offices at Epcot and Disney's Hollywood Studios at the Walt Disney World Resort. There are also field offices located at;
- Walt Disney Imagineering Disneyland Field Office, Disneyland Resort
- Tokyo Disney Resort Administration Building, Tokyo Disney Resort
- The former WDFA field office, Disneyland Paris
- Walt Disney Imagineering Hong Kong Site Office, Hong Kong Disneyland Resort
- Walt Disney Imagineering Germany GmBH, Meyer Werft Papenburg, Germany
Walt Disney Imagineering Management
Walt Disney Imagineering
Walt Disney Creative Entertainment
Former Walt Disney Imagineering Management
Notable Disney Imagineers
Other works
Books
Videos
Disney Educational Products created The Science of Disney Imagineering, a series of 11 videos made around 2010. Each episode was hosted by Imagineer Asa Kalama, and focused on a different science subject. Each episode featured at least one Disney attraction, which features the science subject as a main element of the attraction, to help explain the subject. The series featured episodes about Gravity, Trajectory, Levers & Pulleys, Fluids, Energy, Design & Models, Magnetism, Motion, Animal Adaptations: Communication, Friction, and Electricity.
See also
- Walt Disney Creative Entertainment
- Disney Research
- Universal Creative, the equivalent of Imagineering at Universal Parks & Resorts
Notes
Further reading
- Rebuilding Tomorrowland, Scott Kirsner, Wired Magazine vol 10.12, September 2002.
- Harriet Burns, who help create Disney rides, dies, Associated Press, Sfgate (San Francisco Chronicle), July 29, 2008. Burns was the first female Imagineer.
- The Way We Do Business. Walt Disney Imagineering Workshop 1991. Walt Disney Imagineering, The Disney Development Company. April 25-26, 1991. Retrieved September 15, 2016.
External links
- Official website
Source of the article : Wikipedia
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