The project, in partnership with Matel, is in So Paulo at the JK Iguatemi mall
A fashion icon and a symbol of representation, Barbie has inspired generations for over sixty years and now, she is preparing to open the doors of her classic house in So Paulo, at JK Iguatemi, in time for the July holidays – and the launch of the so expected movie.
In partnership with Mattel, the mall exclusively brings the international project Barbie Dreamhouse Experience to Brazil. From July 13 to September 10, 2023, customers will be able to experience the Barbiecore trend in a fully interactive, immersive and instagrammable experience.
“We are super happy with this launch at JK, it is a project that reinforces many of the pillars of Iguatemi. The project began to be thought out together with Mattel two years ago and today, we can offer a wide space of attraction for all people, of all ages and genders,” explained Renata Zitune, media director at Iguatemi.
The executive goes on to say that people are finally going to know how the Barbie House is and that, without a doubt, people are going to be surprised by the space. “The public will get to know a little more about the essence of this doll and this brand – important for female representation and empowerment”.
What will the public find at the House?
In an area of 650 square meters, fans will have the opportunity to explore Barbie’s pink mansion, with incredible rooms and elegant decor. From the glamorous closet full of fashion looks to the kitchen of dreams, every corner of the Dreamhouse show the essence of the world-renowned doll.
In addition, the experience offers a store with exclusive Barbie products, developed especially for Brazil and that never came to the country. The place also offers a café for those who want to enjoy more inside the environment.
“We are going to stimulate people’s imagination and make them experience a true dream”, commented Renata Zitune.
Project dissemination strategies
For Renata, Barbie in itself is a very inviting and beloved character for many generations. To boost people’s desire to get to know the space, the project has a communication plan, which took advantage of the universe of fashion – one of the main pillars of Barbie and Iguatemi.
The media plan relies on actions taken by influencers and, of course, with the organic engagement of fans. “The main thing will happen when people start publishing, even with our planning, nothing compares with people actually experiencing and sharing the experience”, declared the executive.
“This project reinforces our DNA a lot, we talk a lot about promoting experiences that are memorable and incredible for our customers. I believe that the fact that we launch this project in Brazil, and it will be the first time in a project like this in Latin America, shows the strength not only of the brand, but of what we have to bring entertainment projects that are exclusive to Brazil”, concluded Renata.
