Disney may be shuttering its Fifth Avenue store, but it just announced plans to open a new and improved store in late fall in the massive space formerly occupied by the Virgin Megastore in Times Square: 1540 Broadway, between 45th and 46th Streets.
The epic new location will put Disney in the bustling center of the city's tourist hotspot, and, as Jim Fielding, the presidnet of Disney Stores Worldwide, told Crains New York, "the proximity to the new Times Square pedestrian park, as well as the closeness to Disney's theatrical ventures, such as the New Amsterdam Theatre, were key in picking out the Vornando Realty Trust-owned site." Those qualifications apparently put the location in the running against potential competitors like 1515 Broadway, otherwise known as the MTV building.
Among the "advancements" schedule to be unveiled at the store: A brand-new theater that Fielding calls "immersive and experimental" (we're betting 3D is somehow involved!) and a 12-foot interactive Disney Princess Castle.