Those who took a stroll along the streets of Shanghai downtown – and in particular on Huaihai Middle Road - this past Friday have certainly noticed a brand new six-storey concept store peeping out behind a tent printed with a huge Barbie face.

Well yes, the doll who’s accompanied every girl’s childhood in the West has packed her luggage and moved onto China in big style to try get into the dreams of little girls locally.

How? But through an  experiential concept store of course.

Barbie flagship store in Shanghai hosts much more than product shelves: customers are invited to come in to visit the Barbie doll exhibition or to design their own doll; but also to get nails and hair done before going to seat in the top floor restaurant run by celebrity chef David Laris. The restaurant has even got a Barbie bar that stays open until 2, for those girls who are not so little anymore.

(to read more on experiential concept stores in China go here and here)

Every decoration, feature and technology the shop shows, has been planned to establish a connection to consumers that goes much further than the purchasing experience. Therefore Barbie’s role in China is not just the one of a doll but also, and maybe even more importantly, the one of a glamorous lifestyle icon. Thus, the store it is not just a place to go buy a simple toy, but rather a sanctuary where people get to live, play with, wear, eat and breathe the brand.

The symbol of a dream lifestyle can build a sentimental relationship with customers that is worth much more than the dollar value of the doll. The concept store is indeed a way to engage Chinese consumers with the values the Barbie brand stands for.

And considering that Mattel eyes China as its no. 1 market in 5 or 10 years, the long term benefits the Barbie brand experience can get on the bottom line of Mattel are certainly worth this initial investment.

Might as well go ourselves to see how Barbie is doing in her new Shanghainese home!