Camp, an experiential toy store, is opening a new immersive retail experience inspired by Disney’s The Little Mermaid in Dunwoody, Atlanta.
Launching on 3 June at Camp’s new store in Georgia, the 5,300-square-foot undersea world features live music, puppetry and magic.
Visitors will enter through Camp’s signature ‘magic door’ to explore an aquatic attraction based on the new film and created in collaboration with Disney.
They will sing and dance with live musicians playing iconic songs from The Little Mermaid, including ‘Under the Sea’, ‘Part of Your World’, ‘Kiss the Girl’ and ‘Poor Unfortunate Souls’.
Ursula’s lair and Ariel’s grotto
They will also get to see King Triton’s Palace, sit on his throne, and control the seas with his trident, and experience Ursula’s dark lair and watch a magic show.
In addition to Ariel’s grotto (and its gadgets and gizmos), guests will explore an abandoned shipwreck where they can climb cargo net tunnels and unlock treasure chests below deck.
“Following the stellar success of our most recent collaboration, Disney Encanto x Camp, which debuted in NYC, we can’t wait to make memories together with Atlanta families when we open our newest show next month,” said Ben Kaufman, Camp’s co-founder.
Of course, there will be exclusive merchandise on offer in the Beachside Market, including Disney and Camp-branded clothing and accessories.
“Storytelling is at the heart of what we do – and our continued collaboration with Camp allows us to bring new audiences into Disney’s beloved stories through innovative and immersive retail experiences that families can enjoy together,” said Naveen Seshadri, Disney’s executive vice president of global retail.
Visit an abandoned shipwreck
“We’re thrilled to invite Little Mermaid fans of all ages under-the-sea to celebrate this beautiful new film in a whole new way.”
Launched in 2018, Camp operates nine venues in Atlanta, California, Connecticut, Texas, Massachusetts, New York and New Jersey. The company participated in the 2021 Disney Accelerator.
Camp opened its first Disney-themed experience in Dallas, Texas in 2022. This was followed by the Encanto-inspired attraction in New York City.
The Little Mermaid retail experience will be in Atlanta for a limited time before moving to another Camp location. The Little Mermaid is released in the UK and US on 26 May.
Images: Disney / Camp
