Covent Garden extends with Disney Theatrical Group to bring the magic of Frozen to visitors

  • Covent Garden expands its celebration of the return musical with Disney Theatrical, launching a new experiential campaign with Frozen the Musical, with the long-term relationship extending into Summer 2022
  • The Christmas partnership spans the Covent Garden estate, consisting of must-visit magical photo moments and one-of-a-kind experiences
  • There will also be an innovative collaboration between Disney Theatrical and Central Saint Martins with Frozen-inspired creative looks on display in Covent Garden’s Central Avenue from 10th December

Covent Garden, the home of experiential retail and the heart of the West End, has announced the continuation of its long-term relationship with Disney Theatrical, with a Frozen the Musical partnership taking place across the estate throughout the festive season, and further activity set to extend into Summer 2022.

From now until January 2022, Frozen the Musical will transform Covent Garden into a magical frozen world for visitors to enjoy. Some of the most loved Covent Garden locations have been dusted in Disney magic and transformed into Frozenmoments for visitors to engage with, from a takeover of the Insta-famous Infinity Chamber, to a Frozen forest at the entrance to the Market Building. All of these provide magical moments driving footfall across the estate and back to the theatrical production taking place at the newly refurbished Theatre Royal Drury Lane.

The Frozen Forest installed on the North Piazza sees a collection of Christmas trees beautifully dressed with snow, Frozen themed decorations and icy blue lights, which are dusted with snowfall from above Market Building every hour from midday until 7pm. The snowfall will be accompanied by an instrumental rendition of Let It Go, and there is also a final flurry at 9.30pm perfectly timed for a post-production experience, inviting viewers to continue their own Frozenexperience.

The Infinity Chamber is also ‘frozen’ with bright blue neon installations at either entrance, enticing visitors to ‘Let It Go’ and explore the partnership further from Long Acre into the heart of Floral Street.

From 10th December, the partnership will extend further with a display of selected looks from a collaboration between Disney’s Frozen and Central Saint Martins in Covent Garden’s Central Avenue. BA Fashion students were tasked with creating high-fashion interpretations of award-winning Scenic and Costume Designer Christopher Oram’s Frozen designs.

This partnership is the fourth time Covent Garden has partnered with Disney Theatrical Productions, following the success of the Disney on Stage Summer Pop-Up Experience that took place in Floral Street in July, attracting over 45,000 fans. Previous activity includes the Aladdin and The Lion King pop-ups where visitors were able to immerse themselves in costumes, enjoy live demonstration, explore set builds and learn more about the musicals. For 2022, Covent Garden and Disney Theatrical are working on several joint strategic consumer.

For Disney Theatrical, Covent Garden’s heritage at the heart of the West End theatre district provides the perfect opportunity to bring their musical productions to shoppers, diners and visitors alike – allowing them to immerse themselves in stories, outside of theatres, and engage new audiences within Covent Garden.

For further information about the Covent Garden and Disney’s Frozen activation visit

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