The banks of the River Thames were transformed into a celebration of Polynesian culture on Tuesday as The Walt Disney Company unveiled its latest promotional installation, the Moana Experience, at Potters Fields Park in London. The event featured the principal cast of the franchise, including newcomer Catherine Laga’aia, who will portray the titular character in the upcoming live-action adaptation; Auli’i Cravalho, the voice of the original animated Moana and an executive producer on the new film; and Dwayne Johnson, who returns as the demigod Maui. Set against the iconic silhouette of Tower Bridge, the launch served as a strategic intersection of high fashion, cultural representation, and immersive marketing designed to bridge the gap between the original 2016 animated classic and the expanding cinematic universe of the franchise.
The Moana Experience represents Disney’s continued investment in "location-based entertainment," a growing sector of the media industry that seeks to engage audiences through physical, interactive environments. This specific installation allows visitors to engage with the themes of the films—specifically the concept of "Wayfinding" and the central role of the ocean—through sensory displays and thematic sets. The choice of London’s Potters Fields Park as the venue highlights the city’s status as a global hub for film promotion, particularly for major studio tentpoles seeking international visibility.
The Evolution of a Global Franchise: From Animation to Live-Action
The Moana franchise has undergone significant expansion since its debut in 2016. The original animated film was a critical and commercial powerhouse, grossing over $680 million worldwide and securing its place as a staple of the Disney+ streaming library. According to Nielsen data, Moana has frequently appeared in the top ten most-streamed movies across all platforms, underscoring its enduring popularity nearly a decade after its release.
The London launch event marks a pivotal moment in the franchise’s timeline. Disney is currently managing two major parallel projects: the theatrical release of Moana 2, the animated sequel, and the development of the live-action reimagining directed by Thomas Kail. The presence of both Laga’aia and Cravalho at the London event signaled a "passing of the torch" while reinforcing the continuity of the character’s legacy. Laga’aia, a 17-year-old Australian-Samoan actress, was selected after a worldwide search to lead the live-action production, which aims to bring a new level of realism to the story of the Pacific Islands.
Sartorial Diplomacy: Merging High Fashion with Cultural Identity
The fashion choices of the lead actors at the London launch were not merely aesthetic; they served as a form of "sartorial diplomacy," blending contemporary designer wear with traditional Polynesian symbols. This approach, often referred to as "method dressing" in the film industry, uses red carpet appearances to reinforce the themes and settings of a movie.
Catherine Laga’aia appeared in an ensemble designed by LoveShackFancy, consisting of the Vessia embroidered top and the coordinating Celesa embroidered mesh tiered maxi skirt. The choice of ivory tones and delicate embroidery was intended to evoke the natural textures of the Pacific Islands without appearing as a costume. Styled by Alexandra Mandelkorn, the look balanced modern luxury with a soft, organic silhouette.
Central to Laga’aia’s appearance was a traditional floral lei. In Polynesian culture, the lei is a symbol of welcome, affection, and honor. By incorporating this into her London appearance, Laga’aia anchored her debut on the global stage in her ancestral heritage. The use of fresh flowers contrasted with the urban backdrop of London, creating a visual narrative of the "island spirit" arriving in the heart of the United Kingdom.
Auli’i Cravalho, who has been the face of Moana for eight years, opted for a more sculptural approach to the tropical theme. She wore a PatBO Spring 2025 bubble-hem dress featuring a vibrant floral print. PatBO, a Brazilian label known for its intricate craftsmanship and resort-wear aesthetic, provided a bridge between high-end runway fashion and the film’s botanical motifs. Styled by Jessica Paster, Cravalho paired the dress with Jimmy Choo sandals and a pink floral lei that complemented the hues of her gown. Her presence at the event as an executive producer highlights the shifting dynamics in Hollywood, where young stars are increasingly taking on behind-the-scenes roles to ensure cultural authenticity in the stories they help tell.
Dwayne Johnson and the "Island Ease" Aesthetic
Dwayne Johnson, whose production company Seven Bucks Productions is heavily involved in the franchise, maintained his signature style of "relaxed tailoring." Johnson wore a sand-colored look by Dzojchen, a brand known for its fusion of Eastern and Western tailoring philosophies. The neutral palette of his open-neck shirt and trousers reflected the laid-back, earthy tones associated with the character of Maui.
Johnson’s accessories provided the most direct link to Hawaiian traditions. He wore a lei poʻo ʻole, a traditional floral garland worn around the neck. For Johnson, the Moana franchise is deeply personal; he has frequently spoken about how the character of Maui was inspired by his own grandfather, High Chief Peter Maivia of Samoa. This personal connection has made Johnson a key advocate for the film’s cultural accuracy, working closely with the "Oceanic Story Trust"—a group of anthropologists, linguists, and cultural practitioners—to ensure the films respect the traditions of the Pacific.
The Business of Immersive Attractions: The Moana Experience
The launch of the Moana Experience in London is part of a broader trend where film studios move beyond traditional trailers and billboards. Immersive attractions allow for a deeper level of consumer engagement, which is particularly effective for family-oriented franchises. By creating a physical space where fans can interact with the world of Moana, Disney is building "brand stickiness" ahead of the upcoming film releases.
Industry analysts note that such experiences serve multiple purposes. They provide social media-ready "moments" that generate organic reach through platforms like Instagram and TikTok. Furthermore, they allow the studio to collect data on fan engagement and preferences. The London installation is expected to draw thousands of visitors during its limited run, providing a significant boost to local tourism in the Southwark area.
Cultural Impact and Global Representation
The Moana franchise is widely credited with bringing Polynesian culture to a global audience on an unprecedented scale. Before 2016, representation of Pacific Island cultures in mainstream Hollywood was often relegated to caricatures or background settings. Moana shifted this paradigm by centering the narrative on "Wayfinding"—the ancient Polynesian art of long-distance open-ocean navigation.
The London event underscored the importance of this representation. By bringing a touch of the Pacific to a major Western capital, the cast and the studio emphasized that these stories are not just local legends but global narratives. The inclusion of traditional leis and cultural motifs in a high-profile fashion context validates these traditions within the global luxury and entertainment spheres.
Chronology of the Moana Cinematic Universe
The trajectory of the franchise illustrates Disney’s long-term planning strategy:
- November 2016: Release of the original animated Moana. It becomes a critical darling, praised for its music by Lin-Manuel Miranda and its subversion of the traditional "Disney Princess" trope.
- 2019-2023: Moana becomes one of the most-watched titles on Disney+ globally, consistently ranking high in minutes viewed.
- April 2023: Dwayne Johnson announces the live-action reimagining is in development.
- June 2024: Catherine Laga’aia is officially cast as the live-action Moana.
- November 2024: Scheduled theatrical release of Moana 2, the animated sequel.
- 2026: Projected release window for the live-action film.
Broader Implications for the Film Industry
The success of the Moana launch in London reflects a broader shift in how Hollywood manages its intellectual property. The "multimodal" approach—simultaneously running animated sequels, live-action remakes, and physical immersive experiences—is becoming the standard for major studios. This strategy maximizes the return on investment for a single piece of IP across different demographics.
Furthermore, the emphasis on cultural authenticity seen at the London event is now a prerequisite for films dealing with indigenous cultures. The presence of the cast in traditional attire, the use of indigenous terminology in promotional materials, and the involvement of cultural consultants are no longer optional but are central to the brand’s integrity.
As the Moana Experience continues its run in London, it stands as a testament to the power of storytelling to transcend geographical boundaries. Through a combination of high-fashion visibility, immersive technology, and a commitment to cultural roots, the franchise is successfully navigating the transition from a single hit movie to a permanent fixture in the global cultural landscape. The event at Potters Fields Park was more than a promotional stop; it was a demonstration of how modern cinema can celebrate specific heritages while appealing to a universal audience.
