Disney+ and Hulu turn Westfield Century City into a “Throwbacks” mini mall for classic series’ anniversaries

Disney+ and Hulu brought a dose of 2000s and early-2010s nostalgia to Los Angeles this weekend by transforming Westfield Century City into a “Throwbacks Mini Mall,” a limited-time experiential activation designed to spotlight fan-favorite titles now streaming across the two services.

The event ran June 6 and June 7, with Disney describing it as an immersive, limited-time experience built around classic stories and milestone anniversaries. The company framed the format as a way for audiences to share “instant, shareable moments,” using interactive installations that blend cultural memory with new, on-site experiences.

Guests entering the activation were greeted by the Throwbacks Fountain, which Disney described as a centerpiece setting the tone for a walkthrough of themed areas. From there, visitors could explore multiple attractions inspired by Disney Channel and Hulu properties, each intended to connect fans to characters and moments that defined their earlier viewing habits.

Disney said the mini mall also included several photo-and-collectible elements. One highlight was the Throwbacks Pin-Vending Machine, offering visitors a collectible takeaway. Another was a “Princess Diaries Mattress Slide” referencing a well-known scene from The Princess Diaries 2, positioned as a playful photo opportunity meant to translate a movie memory into a physical activity.

The promotional lineup extended into cosmetics with a themed Beauty Salon activation in collaboration with MAC Cosmetics. Disney said the salon offered visual nods and professional touch-ups inspired by Hannah Montana, Aquamarine, The Parent Trap, The Cheetah Girls, and Lizzie McGuire, aiming to recreate early-2000s looks through an on-site service experience.

To mark the opening, Disney+ and Hulu hosted a preview attended by recognizable actors tied to several of the properties being celebrated. Attendees included Amber Riley and Josh Sussman from Glee, Drew Seeley from High School Musical, Paula Jai Parker from The Proud Family: Louder and Prouder, and Juliette Goglia from That’s So Raven.

In its announcement, Disney tied the weekend’s programming to specific anniversary moments, including High School Musical’s 20th anniversary and Lizzie McGuire’s 25th anniversary. The emphasis on dated milestones suggests the campaign is aimed not just at raising awareness for individual titles, but also at capturing the attention of viewers whose relationships with these shows have matured alongside the franchises.

From a business perspective, nostalgia-driven activations are increasingly used by streaming services to differentiate in a crowded market where content libraries can look similar at a distance. Disney’s “mini mall” concept also turns marketing into a destination experience, where the brand’s streaming catalog becomes tangible, social, and shareable, not just watchable on a screen.

Still, there are limits to what Disney disclosed in the public release. The company did not provide details on attendance targets, the campaign’s overall budget, whether the installation is part of a broader national rollout, or any direct performance metrics such as subscriber adds or engagement lift tied to the event. It also did not specify how long the promotional “Throwbacks” push on Disney+ and Hulu will run beyond this weekend’s Los Angeles activation.

For what to watch next, the key question is whether the “Throwbacks” theme expands into more locations and formats, and whether Disney pairs the physical experience with additional on-platform initiatives that keep viewers engaged after the mall pop-up ends. If the campaign follows the pattern of similar consumer activations, the next updates to monitor will be new “Throwbacks” programming drops, cross-promotion on Disney+ and Hulu, and any expansion announcements in other major markets.