Search for content of interest

  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia

CN FR
  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia
CONTACT

EN

  • CN
  • FR

Home Insights Our Thinking Detail

EXPERTISE

  • Strategy
  • Branding
Contact Us

Brand Experience: Experiential Barbie Concept Store Opens in Shanghai

If you strolled through Shanghai’s bustling downtown, especially along Huaihai Middle Road, last Friday, it was impossible to miss the captivating sight of a new six-story concept store adorned with a massive Barbie face. This extraordinary brand experience beckons passersby from behind a tent, promising a unique blend of retail innovation and immersive engagement in the heart of Shanghai.

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.

The Barbie flagship store in Shanghai transcends traditional retail by offering an unparalleled brand experience. Beyond mere product displays, visitors are welcomed to explore a Barbie doll exhibition and engage in designing their unique dolls. Additionally, patrons can indulge in pampering sessions, with options for nails and hair services, culminating in an exquisite dining experience on the top floor. Helmed by renowned chef David Laris, the restaurant boasts a Barbie-themed bar open until 2 am, catering to a diverse audience, including those who are not so little anymore.

Every detail, feature, and technological innovation within the shop has been meticulously crafted to forge a profound connection with consumers, extending well beyond the typical purchasing encounter. In China, Barbie assumes a role that surpasses that of a mere doll; she emerges as a glamorous lifestyle icon. Consequently, the store transcends its function as a mere retail space; it becomes a haven, a sanctuary where individuals immerse themselves in the full spectrum of the brand. Here, patrons don’t just buy a simple toy; they live, play, wear, eat, and breathe the essence of Barbie, transforming the store into a holistic brand experience that resonates with a diverse audience.

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.

With Mattel setting its sights on China as the primary market within the next 5 to 10 years, the enduring advantages of the Barbie brand experience promise substantial contributions to Mattel’s bottom line, justifying the initial investment. The potential long-term gains from Barbie’s new Shanghainese home make the exploration of her vibrant journey an enticing prospect. Join us to witness firsthand how Barbie is faring in her dynamic Shanghainese abode, where each visit is not just a retail excursion but an immersive adventure into the heart of a captivating brand experience.

  • SHARE
  • 
  • 
  • 
  • 
BACK

Sign up for our newsletter to get the latest insights, tips, and trends in branding, naming and innovation.

Related Article




How Major Sportswear Brands are Riding the Chinese Workout Trend

Navigating Chinese Social Media: The Impact of Viral 'Skinny Challenges' on Sportswear Brands Keeping up with Chinese social media is a rollercoaster, with new viral topi…

Brand Strategy: Buy the Brand, Buy the Market?

Decoding Brand Strategy: Unveiling the Impact of Market Imitation In our latest post, 'Steal the Brand, Steal the Market,' we delve into the strategic use of brand names …

A Battle in the Red Ocean: The Positioning Strategies of Chinese Smartphone Brands

Positioning Strategies of Chinese Smartphone Brands, with a Spotlight on Huawei In the past year, Huawei has achieved a year-on-year market share increase of 47.6%, reach…

Chinese Transliteration Strategies for Foreign Brand Names

In the realm of international business entering the Chinese market, establishing a robust brand presence in the local language is imperative. However, relying solely on a…

Brand Positioning: Letting the World Fall in Love with JiangXiaoBai

JiangXiaoBai and Tmall: Redefining Chinese Traditional Liquor's Global Brand Positioning JiangXiaoBai, in partnership with Tmall, made waves at Vinexpo 2019, the prestigi…

Single Character Chinese Trademarks

When encountering a brand logo, what catches your eye first? Colors, images, or the name? Scientific studies reveal that the brain processes shapes before colors and cont…

What Does the Economic Slowdown Mean for Brands in China?

What Does the Economic Slowdown Mean for Brands in China? We are excited to announce the March issue of LABReport, our quarterly publication dedicated to branding in Chin…

Brand Translation: Packaging Design Differences

Is a product truly itself without its packaging? As the saying goes – looks matter, and without a properly designed package, a product is hard to sell regardless of how g…

Ready to take your brand to new heights?

Let's start a conversation.
  • NEWSLETTER
  • CAREERS
  • PRIVACY POLICY
  • Labbrand Group
  • Labbrand
  • Madjor
  • SpringPillar

* Will be used in accordance with our Privacy Policy

A Labbrand Group Company © 2005-2025 Labbrand All rights reserved

沪ICP备17001253号-3
  • Follow us:
  • 
  • 
  • 
  • 
  • 
  • 

Contact us to get the latest insights, tips, and trends in branding, naming, and innovation.

* Will be used in accordance with our Privacy Policy

Cookie Notice

To improve your experience, we use cookies to provide social media features, offer you content that targets your particular interests, and analyse the performance of our advertising campaigns. By clicking on “Accept” you consent to all cookies. You also have the option to click “Reject” to limit the use of certain types of cookies. Please be aware that rejecting cookies may affect your website browsing experience and limit the use of some personalised features.

Accept Reject