Emil Oscar Lanne
Emil Oscar Lanne

Case Study
client:
Universal Studios
City Walk Flagship Retail
Scroll for more

Case Study
client:
Universal Studios
City Walk Flagship Retail
Scroll for more

Case Study
client:
Universal Studios
City Walk Flagship Retail
Scroll for more

Case Study
client:
Universal Studios
City Walk Flagship Retail
Scroll for more
Description
My Role:
Creative Direction
Concept development
Retail Design
Collaborators:
Emily Baltz
Ruth Alyce
Will Prince
Volley Studios
In 2022 and 2023, I was the creative lead for shaping a new retail narrative for Universal Studios, steering the development of a retail concept designed to transform their stores both within and outside their amusement parks. With a fresh take on brand positioning, we delved into the weird world of amusement park retail, which has a very different set of challenges compared to traditional retail environments.
Our approach ended up with a concept called "The Universal Bazaar" — a name that echoes the vibrant chaos of bazaars and flea markets. This innovative concept was envisioned as a melting pot of the diverse intellectual properties and themes Universal is known for, brining them all together in an interactive, playful and customizable shopping adventure.
The design of "The Universal Bazaar" prioritizes flexibility, featuring market-inspired fixtures that enable a highly programmable space. This flexibility allows for seamless transitions through Universal's seasonal cycles and thematic changes (of which there are a lot!). The shopper's experience is at the core, with personalization and discovery woven into their journey, transforming shopping into an extension of the park's adventure.
Currently, this work is transitioning from concept to reality, led by Universal Studios' internal team.
Description
My Role:
Creative Direction
Concept development
Retail Design
Collaborators:
Emily Baltz
Ruth Alyce
Will Prince
Volley Studios
In 2022 and 2023, I was the creative lead for shaping a new retail narrative for Universal Studios, steering the development of a retail concept designed to transform their stores both within and outside their amusement parks. With a fresh take on brand positioning, we delved into the weird world of amusement park retail, which has a very different set of challenges compared to traditional retail environments.
Our approach ended up with a concept called "The Universal Bazaar" — a name that echoes the vibrant chaos of bazaars and flea markets. This innovative concept was envisioned as a melting pot of the diverse intellectual properties and themes Universal is known for, brining them all together in an interactive, playful and customizable shopping adventure.
The design of "The Universal Bazaar" prioritizes flexibility, featuring market-inspired fixtures that enable a highly programmable space. This flexibility allows for seamless transitions through Universal's seasonal cycles and thematic changes (of which there are a lot!). The shopper's experience is at the core, with personalization and discovery woven into their journey, transforming shopping into an extension of the park's adventure.
Currently, this work is transitioning from concept to reality, led by Universal Studios' internal team.
Description
My Role:
Creative Direction
Concept development
Retail Design
Collaborators:
Emily Baltz
Ruth Alyce
Will Prince
Volley Studios
In 2022 and 2023, I was the creative lead for shaping a new retail narrative for Universal Studios, steering the development of a retail concept designed to transform their stores both within and outside their amusement parks. With a fresh take on brand positioning, we delved into the weird world of amusement park retail, which has a very different set of challenges compared to traditional retail environments.
Our approach ended up with a concept called "The Universal Bazaar" — a name that echoes the vibrant chaos of bazaars and flea markets. This innovative concept was envisioned as a melting pot of the diverse intellectual properties and themes Universal is known for, brining them all together in an interactive, playful and customizable shopping adventure.
The design of "The Universal Bazaar" prioritizes flexibility, featuring market-inspired fixtures that enable a highly programmable space. This flexibility allows for seamless transitions through Universal's seasonal cycles and thematic changes (of which there are a lot!). The shopper's experience is at the core, with personalization and discovery woven into their journey, transforming shopping into an extension of the park's adventure.
Currently, this work is transitioning from concept to reality, led by Universal Studios' internal team.
Description
In 2022 and 2023, I was the creative lead for shaping a new retail narrative for Universal Studios, steering the development of a retail concept designed to transform their stores both within and outside their amusement parks. With a fresh take on brand positioning, we delved into the weird world of amusement park retail, which has a very different set of challenges compared to traditional retail environments.
Our approach ended up with a concept called "The Universal Bazaar" — a name that echoes the vibrant chaos of bazaars and flea markets. This innovative concept was envisioned as a melting pot of the diverse intellectual properties and themes Universal is known for, brining them all together in an interactive, playful and customizable shopping adventure.
The design of "The Universal Bazaar" prioritizes flexibility, featuring market-inspired fixtures that enable a highly programmable space. This flexibility allows for seamless transitions through Universal's seasonal cycles and thematic changes (of which there are a lot!). The shopper's experience is at the core, with personalization and discovery woven into their journey, transforming shopping into an extension of the park's adventure.
Currently, this work is transitioning from concept to reality, led by Universal Studios' internal team.
Exterior
Exterior
Exterior
Exterior


Floorplan & Environment
Floorplan & Environment
Floorplan & Environment
Floorplan & Environment











The Maker Lab
The Maker Lab
The Maker Lab
The Maker Lab










The Toy Arcade
The Toy Arcade
The Toy Arcade
The Toy Arcade










The Workshops
The Workshops
The Workshops
The Workshops


The Fixture design system
The Fixture design system
The Fixture design system
The Fixture design system


































CityWalk Orlando designs
CityWalk Orlando designs
CityWalk Orlando designs
CityWalk Orlando designs

City Walk Orlando Interior views
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City Walk Orlando Interior views
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City Walk Orlando Interior views
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City Walk Orlando Interior views
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Shop Windows & features
Shop Windows & features
Shop Windows & features
Shop Windows & features









Selected Work
Aliance Bernstein
American Airlines & Brittish Airway
SK-II & Procter & Gamble
SK-II
Universal Studios
Accenture
SK-II
SK-II
Pfizer
Huge