Disney launches themed residential condominiums in the US

Disney announced on Wednesday (16) the construction of themed residential complexes in the United States, expanding the brand beyond entertainment and amusement parks.

According to the project’s official website, called “Storyliving” (something like “living stories”), the intention is “to create new and vibrant neighborhoods inspired by the magic of the company”.

The first of them will be developed on an area of ​​24 acres in Rancho Mirage, a city in southern California (USA) where Walt Disney himself once had a home. Other locations within the country are being studied for future projects.

“As we prepare to enter the second century of our history, we are developing new and exciting ways to bring the magic of Disney to people wherever they are, moving from storytelling to storyliving,” said Josh D’Amaro, President of Disney Parks, Experiences and Products.

Cotino, as the Rancho Mirage project is called, is developed in partnership with the construction company DMB Development. Disney also reported that the condo is aimed at people of all ages, but has exclusive spaces for those over 55.

In these developments, Disney employees trained in the company’s customer service will manage community associations like a club, providing selected experiences to its residents.

According to the company, these activities are wellness and entertainment programs such as live shows, cooking classes, philanthropic actions and seminars.

“Disney designers are studying the riches of each region to inspire storyliving communities,” said Michael Hundgen, executive producer, Walt Disney Imagineering.

“Distinctively designed spaces will offer residents new opportunities to explore, engage and create the next amazing chapter in their stories.”

Disney did not disclose how much it invested in the Storyliving project.