After the Barbie Cafe in Shanghai, China by architect Hayes Slade designs the first ever Barbie Flagship for Mattel. The 35,000 square foot store holds the world’s largest and most comprehensive collection of Barbie dolls and licensed Barbie products, as well as a range of services and activities for Barbie fans and their families.
Mattel wanted a store where “Barbie is hero”; expressing Barbie as a global lifestyle brand by building on the brand’s historical link to fashion. Barbie Shanghai is the first fully realized expression of this broader vision. Mattel worked with BIG, the branding and design division of Ogilvy & Mather, to develop creative concept, identify project location, explore featured activities and identify creative partners.
The central feature is a three-story spiral staircase enclosed by eight hundred Barbie dolls. The staircase and the dolls are the core of the store; everything literally revolves around Barbie.
The staircase links the three retail floors:
The women’s floor (women’s fashion, couture, cosmetics and accessories).
The doll floor (dolls, designer doll gallery, doll accessories, books). The Barbie Design Center, where girls design their own Barbie is on this floor. This activity was planned by Chute Gerdeman Retail and designed by Slade Architecture.
The girls floor (girls fashion, shoes and accessories). The Barbie Fashion Stage, planned and designed by Chute Gerdeman Retail, where girls take part in a real runway show, is also on this floor.