The Concept of Story Living – A Look at Star Wars: Galactic Starcruiser

When Disney announced Star Wars: Galactic Starcruiser, they envisioned more than just a hotel. Disney Imagineering designed it as a fully immersive, story-driven adventure unlike anything before. Ann Morrow Johnson, an Imagineer who helped create Galactic Starcruiser, shared insights on how this bold new concept of Story Living came to life.

Behind the Scenes with Ann Morrow Johnson

Before the Galactic Starcruiser opened, Ann Morrow Johnson described it as a completely interactive narrative where guests weren’t just spectators but key players in a Star Wars storyline. The goal was to take guests beyond the theme park and put them into an unfolding adventure where their choices shaped the outcome.

From secret missions with the Resistance to dinner encounters with smugglers, every moment was crafted to make guests feel like they were living in the Star Wars universe. Johnson explained that Story Living let guests actively shape their own Star Wars journey.

The Galactic Starcruiser Experience

Unlike traditional resorts, Galactic Starcruiser worked as a two-day Star Wars adventure, where guests built their own story. Missions, character interactions, and live performances blended seamlessly, making Star Wars something to experience in real-time.

Galactic Starcruiser closed after 18 months, despite its groundbreaking approach to immersive storytelling. The experience was a critical success but faced challenges. Its high price point and public perception as a themed hotel rather than an interactive experience limited its audience.

Could Story Living Have Been Saved?

Had Story Living been marketed differently, Galactic Starcruiser might still be open today. Many saw it as a high-end hotel rather than the immersive role-playing adventure it was meant to be. The real challenge was explaining what guests were paying for—an interactive Star Wars experience, not just a themed hotel.

The innovations of Galactic Starcruiser may inspire future Disney experiences, from expansions in Star Wars: Galaxy’s Edge to new Story Living resorts. While this chapter of immersive storytelling has closed, its influence on Disney’s future remains undeniable.