Walt Disney Imagineering

Walt Disney Imagineering Research & Development, Inc., commonly referred to as Imagineering, 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 manages The Walt Disney Company's properties, from Walt Disney Studios in Burbank to New Amsterdam Theatre and Times Square Studios Ltd. in New York City. Founded by Walt Disney to oversee the production of Disneyland, it was originally known as Walt Disney, Inc. then WED Enterprises, from the initials meaning "Walter Elias Disney", the company co-founder'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. (WDI) 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 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 (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 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 (DPEP), 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.

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 consider 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 Imagineering in a Box, 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 (Creating Worlds, Designing Attractions, and Bringing Characters to Life), 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:

• It All Begins with a Story
• Creative Intent
• Attention to Detail
• Theming
• Long, Medium, and Close Shots
• Wienies
• Transitions
• Storyboards
• Pre-Shows and Post-Shows
• Forced Perspective
• "Read"-ability
• Kinetics
• The "It's a Small World" Effect
• Hidden Mickeys
• 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 notable 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 (then-president of Imagineering) presented ten commandments attributed to Mickey Steinberg (the vice president of Imagineering). They are:

1. Know your audience
2. Wear your guest's shoes (don't forget the human factors; try to experience the parks from the guests' point of view)
3. Organize the flow of people and ideas (ensure experiences tell a story that is organized and logically laid out)
4. Create a "Wienie" (Walt Disney's term for a "visual magnet")
5. Communicate with visual literacy (use a dominant color or shape or building to reinforce a theme)
6. Avoid overload—create turn-ons (do not offer too much detailed information)
7. Tell one story at a time (put one 'big idea' in each show so guests leave with a clear understanding of the theme)
8. Avoid contradictions—maintain identity (avoid irrelevant or contradicting elements; make sure the audience has a clear idea of what is being said)
9. 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)
10. Keep it up (do not become complacent or allow things to run down)

Innovation

Imagineering has been granted over 300 patents in areas such as advanced audio systems, fiber optics, interactive technology, live entertainment, ride systems and special effects. Imagineering pioneered technological advances such as the Circle-Vision 360° film technique and the FastPass virtual queuing system.

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 (3D). 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. …