The design of Tokyo DisneySea is quite impressive, and nowhere is this more apparent than in the American Waterfront area. Dozens of signs and printed ephemera dot this vivid representation of New York City at the turn of the twentieth century (1890–1920). The artists at Disney went to great lengths to insure period accuracy in their illustrations, layout and typography. Some of the hand lettering is really nice. Again and again, the effectiveness of a thematic environment often hinges on the smallest of details like these. Moreover, these touches demonstrate the often integral role that graphic design plays in successful theming. I’ve posted some of the more interesting examples below. All artworks are © Disney Enterprises.
Above, framed piece advertising “The Rajah’s Pool,” basement of The Hotel Hightower (as you exit the Tower of Terror attraction). This entire gift shop area is themed in the style of an imperial indian royal bathhouse.
Various advertisements and signage in the American Waterfront area. This example is very Victorian in styling.
Whereas this posting smacks a bit more of Art Nouveau, with touches of 19th century wood type.
Some larger billboards add to the sense of depth, scale, and realism on the rooftops of the american waterfront area. This example leans more towards the latter half of the represented time period (late 19-teens).
Very rarely, a piece will have an actual date attached to it; these tend to fall near the middle of the themed time period.
Some of these vintage-styled advertisements are enclosed in glass frames. copious amounts of text reflect the media of the times.
For a truly authentic look and feel, more than one graphic design movement can be glimpsed on the walls of the American Waterfront. As is the case in actual history, styles of typography and illustration often overlap by decades; in addition, loosely-regulated broadside laws ensured that many advertisements from earlier eras often remained for years before being taken down. The American Waterfront thus showcases wood type from the late 1800s alongside more ‘modern’ color printing examples from as late as the 1920s, for the proper gestalt of an entire era, rather than a fixed year.
True to the period (1890–1920), several massive painted ads adorn the sides of brick brownstones. They are weathered appropriately to reflect the passage of time.
Because the American Waterfront borders the Mediterranean Harbor on one side, a few transition elements were designed to ease the eye through such a leap in time and space. This mural advertisement for olive oil features a scene of the Venice, and appropriately, faces an actual, physical replica of the canals in Italian-themed area across the street. Although residing in New York about 1900, it feels enough at home in the background when viewed from ‘Renaissance Italy’ next door as to not be jarring and incongruous.
One of the finest examples of hand lettering that I've seen at this, or any other Disney Park.
Not content with just framed ads and billboards, the Disney designers have produced and applied (very accurately, with faux wheatpaste) scores of broadsides, fliers and posters on the brick walled alleys of the American Waterfront.
Upon close inspection, one finds detailed references to the politics, popular culture, and social mores of the times. References like this one, indicating Teddy Roosevelt’s popular fame even after he had left office as president, show that the Disney designers certainly did their homework. And this homework is not lost upon even the most casual visitor. Reality is composed of numerous levels of detail and subtle layering—illusion too, if to be successful, must contain the same depth. Graphic design pieces like this add an immeasurable ring of truth to the entire scene, and are one of the cornerstones of good thematic design.