Client: Mattel, Inc.
Creative Firm: Mattel, Inc. - El Segundo, CA, USA
Barbie is an international brand, and Mattel's flagship Barbie store in downtown Shanghai brings together the world's largest and most comprehensive collection of Barbie dolls and lifestyle products, a special couture section featuring a young adult range-and everything in between. "Shanghai was the ideal choice for the inaugural Barbie flagship store," says Mattel, whose in-house agency created the look and feel of the 40,000-square-foot, six-floor store. "A progressive and modern city, it is cosmopolitan and outward looking and brings together cultural influences from around the world."
From the whimsical façade to the Design Center, which lets girls design their own doll and create a design portfolio like a true fashion designer-and even walk a runway in fashions from "the ultimate Barbie closet"-followed by lunch at one of the store's two restaurants and a manicure at a Barbie-themed spa, the store is "unapologetically all girl." Says Mattel: "Barbie Shanghai is a modern, fun, playful interpretation of the brand that pays homage to Barbie past, present and future."