Design and the ‘Magical magic’. Disney and history, perceived heritage and shared memory

Disney as a love brand and a hallmark has doubtless a huge social impact. The aim of the paper is to offer a perspective that considers how much of shared memory and continuous narrative are entrenched willingly, hiding or revealing brand reputation, since the creation of the brand and how much of this is finally conveyed in a Disney artefact, as for its expected quality and design. The essays wishes to reach this discourse through a historical positioning of the research method, as using existing information and observing how the people behave in relation to design, and it is then developed in its conclusion through an open conversation with a Disney designer. In the end, the statement is that as a widespread movement of taste, Disney's involvement in design activities is yet to be understood enough and has to be wider taken into account as a social factor and indicator.