Star Wars: Galaxy's Edge was first publicly announced by The Walt Disney Company Chairman and CEO Bob Iger at the D23 Expo on August 15, 2015, though it did not have an official name at the time. According to Iger, it would be "occupied by many inhabitants; humanoids, aliens and droids … the attractions, the entertainment, everything we create will be part of our storytelling. Nothing will be out of character or stray from the mythology. " Bob Chapek, chairman of Walt Disney Parks and Resorts, stated that the land "will introduce you to a Star Wars planet you've never seen before — a gateway planet located on the outer rim, full of places and characters familiar and not so familiar. " In an interview for the winter 2015 issue of the official Disney fan club publication Disney twenty-three, Trowbridge stated: "[O]ur intent is to make it feel as if you just walked into one of the movies. . . Bringing Star Wars to life in the physical world gives us the opportunity to play with a whole bunch of things we've never done before. . . to really engage all of the senses. What does that street feel like? What does that animal smell like? What does blue milk taste like?"