The House for Fashion Dolls
Our challenge was to design an environment where all aspects of the lifestyle brand would live in harmony and complement each other — a living, breathing microcosm of the Barbie brand.
We set out to create an activity-driven brand experience grounded in Barbie’s heritage as a fashion doll, with broad ‘play’ appeal, and all connected by a ‘Barbie Passport’ that documents visitors’ experiences.
Designed as a true destination, the store’s retail offerings would be woven organically throughout the space, providing visitors an opportunity to take a memento of the experience home.
Engaged to concept and develop the first Barbie flagship store, our assignment was to solidify Barbie’s heritage as a fashion icon and, for the first time, bring all aspects of the Barbie brand together into one space.
Working closely with Mattel management, we defined the leading creative concept for the store, identified core creative partners, and provided constant direction throughout creative development. Prior to the design phase, we advised on store site location, concepted and tested activities, and designed key flagship identity elements — such as the façade treatment — that were used by all team members.
«House of Barbie»
Two ‘houses’ guide the final design of Barbie Shanghai. First, the plastic packaging that each Barbie arrives in subtly inspired the façade, which is comprised of two transparent layers. The pattern on the outer glass is reminiscent of the hearts and flowers on Barbie’s retail packaging, and the inner polycarbonate ‘bubbles’ are a stylised version of the blister-pak.
The inspirations for the flagship store’s second ‘house’ were the many iterations of Barbie’s own dollhouse. The potential for play and discovery associated with the dollhouse — imprinted in every girl’s memory — is enthusiastically embraced in this life-sized house of Barbie.
Barbie’s dream house has been enthusiastically embraced as a fashion and lifestyle destination. Over one million visitors — Barbie girls of all ages, along with their families — have explored the flagship store within its first year. Often, one young girl is accompanied on her Barbie adventure by both parents and two sets of grandparents.
Barbie Shanghai combines business, brand, entertainment, and lifestyle to create a global landmark in an increasingly important Chinese market.
VIA «The House of Barbie in Shanghai» by Jane Storm