The Mickey Wonderful Journey pop-up is a limited-time IP experience project launched by Disney at Shanghai West Bund Dream Center. Settled in the West Bund cultural and business district with unique waterfront artistic venues, the project targets family audiences and young trend groups through classic Mickey images and delivers a childlike and healing brand atmosphere. Open to the public for a limited time, the exhibition displays exclusive Mickey-themed trendy toys and co-branded peripherals, equipped with interactive games, themed check-in spots and gift redemption activities, as well as store-exclusive cultural and creative products. In terms of spatial design and scene production, the space integrates waterfront architectural aesthetics and retro cartoon visuals. Adopting Mickey’s iconic black, white and warm yellow color palette, it features giant Mickey sculptures, retro animation installations and mirror light corridors, forming a multi-layered wandering and checking-in route. The cross-border cooperation between classic IP and cultural business district realizes two-way drainage. The highly photogenic scenes trigger spontaneous social sharing, expand Disney’s offline cultural and creative sales channels, and enrich the parent-child trendy business formats of West Bund’s artistic commercial space.