As a creative executive, Geoffrey has the proven ability to deliver projects that exceed client expectations and visitor experiences. Understanding the importance of storytelling as it relates to IP ideation and IP relationships, he has had great success in integrating cultural nuances into new IP/Branded merchandising and immersive experiences.
Shanghai Disney Resort was the first Disney resort in China with new challenges in creating merchandising and themed designs to attract the Chinese guests. China’s lack of familiarity of the Disney brand and experience was a fundamental factor that required further exploration. Geoffrey and his team studied the Chinese culture and demographics to develop a strategic plan of how to develop new designs that would attract the guests.
Geoffrey Woodward, Creative Executive
He successfully developed the design of the retail and show experiences that incorporated the Chinese culture while preserving the Disney brand. This led to a better appreciation of the Disney brands and great success in merchandising revenue throughout the resort.
“I feel that proper cultural integration and sensitivity in designing a successful, new resort in China opened the door to new relationships for business and growth and the opportunity for the Chinese guests to develop a love and personal connection with all of Disney’s iconic characters and IP’s,” Geoffrey said.
Watch full video interview below.
Contact Geoffrey Woodward via LinkedIn or his Career WebFolio.
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