Mickey Mouse is celebrating his 90th birthday with a pop-up experience.

Mickey Mouse is celebrating his 90th birthday with a pop-up experience. The exhibition will celebrate the character’s enduring legacy via “larger-than-life multimedia art installations, photo-worthy experiences and even a few surprises.” The ticketed event starts in November in NYC and will be preceded by three artist pop-ups across the country. Disney wants to bring young consumers back to the company’s roots, while providing what sounds to be a very Instagrammable experience. (Market Watch, Business Wire)