The first Barbie flagship store in the world, a magical destination designed to inspire and delight both girls and moms. Spanning five floors and 35,000 square feet, the store is a celebration of Barbie's mission of girl empowerment and creativity. It features the world's largest and most comprehensive collection of Barbie dolls and licensed Barbie products, helping to establish Barbie as a fashion lifestyle brand rooted in female self-empowerment.
Mattel collaborated with BIG/Ogilvy & Mather to develop the creative concept and identify the perfect location for the Barbie flagship store. The store's design was stylish, fun, and unapologetically feminine, reflecting Barbie's past, present, and future. The central feature was a stunning three-story spiral staircase surrounded by 800 Barbie dolls, symbolizing that everything in the store revolves around Barbie.
Throughout the retail areas, the design played with scale differences between dolls, girls, and women, reinforcing the feeling of youth and the possibilities of an unapologetically girlish outlook.
The store offers a variety of interactive experiences, including the Barbie Design Center, where girls can create one-of-a-kind dolls, design fabulous outfits, and participate in runway shows at the Barbie Fashion Stage. Moms and girls can enjoy makeovers at the Barbie Spa. The Barbie Café offered a place to relax and enjoy treats.
Barbie design assets are widely used throughout the store. These assets include iconic colors, photos, videos, logos, illustrations, and other core elements that help maintain a consistent and recognizable Barbie aesthetic. They create an environment that embodies core Barbie attributes, making the store a true destination for creativity and empowerment.
(w/Ogilvy BIG)