Walt Disney Imagineering
Walt Disney Imagineering Research & Development, Inc.—commonly referred to as Walt Disney Imagineering, Imagineering, or WDI—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. The company also operates Disney Live Entertainment and the Muppets Studio and manages Disney's properties, from Walt Disney Studios in Burbank to New Amsterdam Theatre and Times Square Studios Ltd. in New York City.
Founded on December 16, 1952 by Walt Disney to oversee the production of Disneyland Park, it was originally known as Walt Disney, Inc., then WED Enterprises, from the initials of "Walter Elias Disney", Disney's full name. Headquartered in Glendale, California, Imagineering is composed of "Imagineers", who are illustrators, architects, engineers, lighting designers, show writers and graphic designers.
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 trademark for the term in 1989, claiming first use of the term in 1962. Imagineering is a registered trademark of Disney Enterprises, Inc.
History
WED Enterprises
Walt Disney, Inc. was formed by Walt Disney on December 16, 1952, with an engineering division tasked with designing Disneyland. In light of objections from his brother Roy O. Disney as well as those of potential stockholders, WDI was renamed WED Enterprises in 1953 based on Disney's initials. In 1961, WED moved into the Grand Central Business Park. WED Enterprises's theme park design and architectural group became so integral to the Disney studio's operations that Walt Disney Productions bought it on February 5, 1965, along with the WED Enterprises name.Imagineering
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, 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 buildings 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 Disney Parks, Experiences and Products, giving Disney Imagineering oversight of merchandise, games and publishing development.
In July 2021, DPEP chairman Josh D'Amaro announced that approximately 2,000 DPEP positions would be transferred over the next couple of years to the Lake Nona area of Orlando, Florida. In November 2021, it was reported that as many as 90% of the positions to be transferred are Walt Disney Imagineering positions, as DPEP relocates Imagineering's headquarters from Glendale to a new 60-acre corporate campus in Lake Nona. The only Imagineering positions reportedly exempt from relocation were those dedicated to Disneyland or certain international parks. The relocation was reportedly motivated in part by $570 million in tax breaks from the state of Florida, as well as Florida's business-friendly climate, lower cost of living, and lack of a state income tax. This relocation was cancelled in May 2023 amidst a feud with Florida governor Ron DeSantis.
Principles
New concepts and improvements are often created to fulfill specific needs. For instance, the Soarin' Over California ride system was designed to help guests experience the sensation of flight. During development, Imagineer Mark Sumner found an erector set in his attic, which quickly inspired the solution to create this experience. The ride effectively simulates hang gliding. One of Imagineering's techniques, "blue sky speculation", is a process in which ideas are generated without limitations. Imagineers may develop a bold idea in extreme detail, initially disregarding budgetary or physical constraints. It can take up to five years for an idea to turn into a finished attraction. The company considers this the beginning of a design process, believing, "if it can be dreamt, it can be built".WDI partnered with the Khan Academy to create a series of online video classes called , to allow students to "explore different aspects of theme park design, from characters to ride development..." The classes, which are organized into three main categories, are presented by WDI employees using multimedia lessons and exercises.
The Imagineering Pyramid
Past Disney Imagineers have shared 15 principles of Disney Imagineering, divided into five tiers. These are:Tier 1: Foundations of Imagineering
1. It All Begins with a Story
2. Creative Intent
3. Attention to Detail
4. Theming
5. Long, Medium, and Close Shots
Tier 2: Wayfinding
6. Wienies
7. Transitions
8. Storyboards
9. Pre-Shows and Post-Shows
Tier 3: Visual Communication
10. Forced Perspective
11. "Read"-ability
12. Kinetics
Tier 4: Making It Memorable
13. The "It's a Small World" Effect
14. Hidden Mickeys
Tier 5: Walt’s Cardinal Rule
15. Plussing
Walt Disney coined the term "plussing" for the process of constantly striving to perfect Imagineering work. Disney believed that there is always room for innovation and improvement, stating, "Disneyland will never be completed as long as there's imagination left in the world." This sometimes takes the form of returning to previously abandoned ideas, such as the rework of the Museum of the Weird wax museum concept into the present The Haunted Mansion.
The Art of the Show
Disney theme parks are storytelling and visual experiences, also known as “The Art of the Show.” The use of theming, atmosphere, and attention to detail are essential in the Disney experience. Creative director John Hench noted the similarities between theme park design and film making, such as the use of techniques, including forced perspective. One example of forced perspective 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.The attraction, Pirates of the Caribbean, evokes a “rollicking buccaneer adventure,” according to Hench. In contrast, the Disney Cruise Line ships create an elegant seafaring atmosphere. Minor details in theme park shops and restaurants are crucial; these include the menus, names of the dishes and the Cast Members’ costumes. When guests walk down the area of Main Street, U.S.A., they are likely to notice a bakery fragrance, reminiscent of suburban America in the 1900s. In addition to theme parks, Imagineering has devised retail stores, galleries, and hotels which have "stories" and create a specific mood. For instance, the Disney's Contemporary Resort features an A-frame structure, modern décor and futuristic features including a quiet monorail in the lobby. These details reinforce the hotel's contemporary nature.
In 2010, Disney Educational Products produced a series of videos called The Science of Disney Imagineering. Each video was presented by Imagineer Asa Kalama and focused on a different science subject. Each video featured at least one Disney attraction, to show how science was used in them. These science subjects include Gravity, Trajectory, Levers & Pulleys, Fluids, Energy, Design & Models, Magnetism, Motion, Animal Adaptations: Communication, Friction, and Electricity.
Mickey's Ten Commandments
In 1991, Marty Sklar presented ten commandments attributed to Mickey Steinberg. They are:- Know your audience
- Wear your guest's shoes
- Organize the flow of people and ideas
- Create a "Wienie"
- Communicate with visual literacy
- Avoid overload—create turn-ons
- Tell one story at a time
- Avoid contradictions—maintain identity
- For every ounce of treatment, provide a ton of treat
- Keep it up
Innovation
Audio-Animatronics
Imagineering is known for its development of Audio-Animatronics, a form of robotics, used in shows and theme park attractions that animate objects in three dimension. The idea originated from Walt Disney's fascination with a mechanical bird that he purchased in New Orleans, which later led to the development of the attraction, The Enchanted Tiki Room. The attraction, which featured singing Audio-Animatronic birds, was the first to use this technology. In the 1964 World's Fair, a 3D figure of Abraham Lincoln was represented. The animated Lincoln delivered part of the Gettysburg Address for the "Great Moments with Mr. Lincoln" exhibit, the first human Audio-Animatronic figure.Today, Audio-Animatronics are featured in many attractions, including Pirates of the Caribbean, The Haunted Mansion, The Hall of Presidents, Country Bear Musical Jamboree, Star Wars: Rise of the Resistance, and Tiana's Bayou Adventure. Some Audio-Animatronics figures can interact with park guests, such as Mr. Potato Head at Toy Story Mania!.