The complex, which has some 1,900 housing units on some 200 hectares, is due to open in 2025, in Rancho Mirage, about a hundred kilometers southeast of Los Angeles.
After amusement parks, Disney is launching into real estate. Urban planning, even. The American group launched Cotino, a project of 1,900 housing units inspired by films and characters from its universe. First views of the Parr house, the family in the saga The Incredibleswere shared in September. Franceinfo presents this project which must be delivered in 2025 and is already criticized for the planned construction of a lagoon in the middle of the desert.
Luxury houses and apartments
Nothing standard or low cost. Disney intends to offer high-end accommodations. The house which draws its inspiration from that of the Parr family intends “bringing the spirit of the film to life with a creative interpretation of mid-century modern design”explains Disney in its promotional video posted on YouTube. Large volume, large bay window and decoration decorated with“works of art” are highlighted for this place. He will be the “beating heart” of Cotino, the place where we meet to party, explains Anthony Henry, general manager of Cotino, to the American media ABC7News.
The city, which is to extend over more than 200 hectares, does not only plan for such vast residences. Apartments are part of the plans. But they will also be plush. In Cotino, the first prizes are around a million dollars (around 920,000 euros). Here are visuals shared on Instagram by Disney supposed to represent part of Cotino's offer.
An artificial lagoon of 24 hectares in the middle of the desert
Cotino is located in Rancho Mirage, inland California, more than 100 kilometers east of Los Angeles. This location was not chosen by chance: it is a tribute to Walt Disney, who owned a house in this location and spent vacations there with his family, the company states on its site.
In this arid area in the middle of the Coachella Valley, the project provides as its centerpiece a 24-hectare artificial lagoon called “Cotino Bay”. It will concentrate beaches and areas for carrying out nautical activities, access to which will be paid. The body of water will retain an artificial turquoise blue tint Avatar all year round thanks to technology patented by Crystal Lagoons, the group commissioned by Disney to create this space, notes the British daily The Guardian.
For water consumption, Crystal Lagoons promises that it will be 33 times lower than that of an 18-hole golf course. But the questions remain. Especially since the promoters highlight the reuse of rainwater in an area which only records around fifteen centimeters of precipitation per year.
The data used to develop the Cotino project is too old, protested in the local daily Desert Sun Mark Wolpa, resident of Rancho Mirage since 2008: “Thinking about having a lagoon here seems like a waste.” “It remains a desert and water remains a precious resource”he also commented to the daily Los Angeles Timeswhich shows photos of the construction site.
“Imagine the additional damage Cotino will inflict, not to mention the increased traffic on roads that already require frequent renovation due to the deleterious effects of unrelenting heat”notes a reader of the newspaper in a letter. “In a time of climate change and water scarcity, what government agency would allow such a thing?”asks another.
A city designed to experience Disney
The promoters present Cotino as “storyliving”that is to say a story to live, for an experience (obviously strong, according to them). A concept to be distinguished from storytelling, which refers to the idea of telling a story to better present a product or an event. Here, residents will live in an environment “infused” by the Disney universes. Clearly, they will have an air, a flavor of the group but without the visual and noisy side that we find in existing amusement parks. “Imagine living in a place inspired by the Disney touch”summarizes the end message of a promotional video.
“There is incredible demand for all things Disney. Our fans continue to look for new ways to interact with us, to make Disney a part of their lives.”argued in the columns of USA Today Josh D'Amaro, president of Disney Parks, Experiences and Products, as the project launches in 2022.
From a commercial point of view, the “storyliving” brings the brand concept “at a higher level”analyzes the Guardian. It is based “on the emotional attachment of loyal fans” to Disney during a crucial and expensive purchase, “while creating a captive audience who will continue to use the brand’s services”.
A sector reserved for over 55s
Of the total 1,932 housing units planned, a portion will be dedicated to those that the developers call the “55+”people aged at least 55. “Baby boomers are retiring and moving into retirement communities”observed in 2022 Daryl Fairweather, chief economist for Redfin, a Seattle real estate brokerage company. Why not have a Disney-themed retirement community?”she wondered.
Neighborhoods will be reserved for this category of the population, with houses and apartments specifically equipped. In the area called Longtable Park Residences, people over 55 will be able to exclusively enjoy a park offering “a large table to bring people together”of the “shaded seats” or even barbecues.
Disney has not yet released figures on the number of properties already sold in Cotino, but a similar project is already underway in Pittsboro, North Carolina, in the eastern United States. This new city, called Asteria, based on the same concept, will extend over 1,500 hectares. Sales are due to begin in 2027. The shift “storyliving” will it pay off as the American population ages?
