STORE OF THE YEAR
Photography: Iwan Baan Photography, Amsterdam
25,000 sq. ft.
Barbie Shanghai Shanghai, China
A flagship store bringing to life one of the world’s most recognizable brands had
to be special, and this 36,000-square-foot Shanghai store dramatically converted
a former theater with unusual floor and ceiling heights into a retail store that is
unapologetically girlish, mixing reality and fantasy.
A three-story spiral staircase centers the store, enclosing 800 dolls from around
the world so that everything literally revolves around Barbie. A pink play area with
a cloud fixture combines 2D and 3D elements to bring life to the space. A curvaceous, pearlescent surface fills the lobby, leading to pink escalator tubes that take
customers from the street to the double-height main floor. Printed images link 3D
space to representational 2D space in a decorated wall combining 2D graphics and
3D formed polycarbonate panels. Overall, the store is open, sparkling white, and
playful, with distinct areas filled with Barbie’s characteristic pink color incorporated
to intensify Barbie moments.
Designed to be an activity-driven brand experience—not just a store—four attractions include the Barbie Design Center, where girls can create their own Barbie
fashion from a huge range of wardrobe choices; the Barbie Fashion Stage, where
girls can take part in a real runway show, choosing outfits from racks of dresses,
costumes, and shoes; a full-service spa where visitors can get their hair and nails
done; and the Barbie Café, a restaurant and gelato bar on the top floor.
Architecture/Design: Slade Architecture,
Consultant: Davis Laris Creates, Shanghai,
Consultant: Vertical Retail Consulting,
Design: BIG/Ogilvy & Mather, New York
Design: Chute Gerdeman Retail,
Design: Mattel Graphics, El Segundo, Calif.
Fixtures: Kingsmen Shanghai Co. Ltd.,
Fixtures: Strads Design Co. Ltd., Shanghai,
Fixtures: Zhuhai King Glass Engineering
Co. Ltd., Shanghai, China
Environetics Design Group International
Inc. (EDG), Shanghai, China
Lighting: Radiance Lightworks, Westlake
Retailer/Visual Elements: Mattel Inc.,
El Segundo, Calif.
Slade Architecture led the design of the store, including interior, exterior fixtures,
and furnishings, based on the concept design by BIG, a division of Ogilvy & Mather.
Chute Gerdeman partnered with Mattel on creating the themed experiences in the
fashion stage and design center—crowd management, personalized staffing and
attention, time sequencing, and audience participation—in addition to collaborating with the international project team to seamlessly integrate unique environments and brand communications into the larger Barbie Shanghai identity.