
Designing meaningful learning spaces and experiences is not just about aesthetics or technology—it’s about creating environments that inspire, engage, and empower students. Like theme park designers who masterfully blend storytelling, design, and technology to create memorable experiences for their guests, we too can design spaces within schools that shape how learning is experienced by our students.
Why Spaces and Experiences Matter
Marshall McLuhan, a noted Canadian philosopher and pioneer in media studies, famously argued that when it comes to delivering a message, "the medium is the message." In other words, how a message is delivered (the medium used to deliver it) is just as important as to the content itself. A well-designed space, which is a type of medium itself, can communicate a message just as profoundly as a song, a painting, or an impassioned speech.
Consider iconic places like Notre Dame Cathedral in Paris and Notre Dame Stadium in South Bend, Indiana. Despite sharing a name, both places were created for completely different reasons. Yet each space was architecturally designed to evoke specific feelings or responses, influencing how we experience the events that happen within them. Disney’s Imagineers leverage this principle to transform the two-dimensional stories of Star Wars as seen on a movie screen into a three-dimensional, immersive experience, called Star Wars: Galaxy’s Edge.

In education, learning spaces have the same transformative potential. By intentionally designing the environments and experiences that exist within a school, we as educators can engage students on deeper, emotional levels, making lessons both memorable and impactful.
The Art of the Show: Importance of Intentional Design
When we’re talking about designing powerful spaces for learning, we’re not just talking about campus beautification; beautiful spaces alone don’t guarantee learning. A sleekly designed classroom with brightly painted walls, plentiful windows for natural light and flexible furniture that allows for multiple types of seating and working arrangements only becomes meaningful when paired with intentionally designed experiences that motivate and inspire. This is what The Imagineers refer to as “The Art of the Show.”
"The Art of the Show" is a core principle used by Disney Imagineers to describe the intentional design and storytelling techniques that create immersive and memorable guest experiences. It emphasizes that every detail—architecture, sound, lighting, landscaping, costumes, and even scents—must work together harmoniously to support the story being told.
Key elements include:
1. Storytelling at the Core: Every element found within the environment serves the narrative. The setting itself acts as a character in the story.
At Star Wars: Galaxy’s Edge in Disneyland, the entire area immerses guests in the world of Batuu, where every detail—from the architecture to the cast members’ interactions—reinforces the narrative that guests are travelers in a bustling spaceport.
2. Attention to Detail: Even the smallest details are crafted to maintain immersion and reinforce the theme.
In Adventureland at Magic Kingdom, even the trash cans are themed to match the surrounding environment, blending seamlessly with the jungle adventure story.
3. Consistency: From the moment guests enter an experience, every touchpoint aligns to maintain the illusion and the emotional connection.
In Main Street, U.S.A., every storefront, window, and even background music aligns with the turn-of-the-century small-town theme, ensuring no element disrupts the immersion.

4. Guest-Centered Design: The experience is designed from the perspective of the audience, ensuring they feel like an active participant in the story.
At Toy Story Land in Disney’s Hollywood Studios, the design makes guests feel like they’ve shrunk to the size of a toy, offering a playful, engaging perspective tailored to its audience.
5. Seamless Integration of Art and Technology: Combining innovation with creativity ensures the storytelling is captivating and believable.
In Pandora – The World of Avatar at Disney’s Animal Kingdom, Imagineers use bioluminescent lighting effects and hidden speakers to create the illusion of a living, glowing ecosystem.
In essence, "The Art of the Show" transforms a space into an experience, drawing people into a story and making it come alive through meticulous design and immersive techniques. In other words, the medium is as important as the message. And while we may not be able to create a toy-sized classroom, we can implement ideas that retain the same principles at heart.
The Art of the Show in School
Applying the principles of "The Art of the Show" to school design can transform the educational environment into a purposeful and inspiring space that supports learning, creativity, and emotional engagement. Here are just a few examples of what that could look like:
1. Storytelling at the Core
School Identity: Define a clear narrative or theme for the school that reflects its mission and vision (e.g., "A Journey of Discovery" or "Creators of the Future").
Thematic Design: Align classroom themes, hallways, and shared spaces with this narrative to immerse students in the school's story. For example, a STEM-focused school could resemble a futuristic innovation hub.
2. Attention to Detail
Purposeful Design Choices: Use colors, textures, and visuals that reinforce the theme. For example, a literacy-focused school could incorporate quotes, book-themed murals, and cozy reading nooks throughout the building.
Functional Decor: Decorate with intention, where every element serves both aesthetic and educational purposes, like wall art that doubles as teaching aids.
3. Consistency
Cohesive Environments: Ensure that every part of the school—classrooms, hallways, outdoor areas—contributes to the overarching theme and avoids visual or thematic dissonance.
Immersive Experiences: Use lighting, sounds, or even scents to highlight or reinforce specific areas. A science lab might have modern lighting and sleek furniture, while an art room could be bright and colorful. Imagine the tone that would be set for the day if students heard uplifting and exciting music as they walk toward the building.
4. Student-Centered Design
Engagement through Design: Create spaces that invite curiosity, exploration, and creativity, such as student-run gardens, maker spaces, or a nature trail on campus.
Inclusivity: Design with all learners in mind, ensuring spaces are accessible, comfortable, and adaptable for different needs.

5. Seamless Integration of Art and Technology
Interactive Learning Spaces: Incorporate technology like augmented reality, interactive displays, or soundscapes to bring lessons to life.
Blended Learning: Use creative tools to balance physical and digital environments, like stitched projection to transform a classroom into an ancient city for history lessons.
6. Emotional Connection
Welcoming Atmosphere: From the entrance to the cafeteria, design spaces that evoke a sense of safety, belonging, and inspiration.
Celebrating Achievements: Create areas that showcase student work or celebrate milestones, making students feel like stars in the school’s story.
By applying these principles of "The Art of the Show," schools become more than buildings; they evolve into exciting environments that inspire curiosity, foster creativity, and ignite a love for learning.
In The Imagineering Education Course, we explore more of these concepts in depth. If you’d like to learn more and begin your own journey of reimagining what teaching and learning can look like for you and your students, click here.
Meanwhile, here are few questions to ponder as you reflect on the spaces in which you currently teach:
How does this space reflect our school’s mission and values?
What elements can be added to make learning more engaging and relevant to students’ lives?
How can we involve students in shaping the spaces where they learn?
A Final Thought
Imagineering teaches us that every detail matters. Spaces and experiences that inspire imagination and play can leave lasting impressions, just as Disney attractions do. By giving careful, thoughtful attention to the design of our learning environments, we can create places where students don’t just learn—they dream, grow, and thrive.
As Walt Disney said, “It’s kind of fun to do the impossible.” Let’s embrace this mindset to create schools that feel like stages for adventure, exploration, and wonder. Would you like to explore specific ideas for transforming your school’s spaces? Get in touch and let’s bring your vision to life!
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