The challenge.
To create a bold, immersive activation in the heart of London’s Soho to launch the new Barbie DreamHouse. Guests were invited to step inside Barbie’s very own estate agency, discover the new DreamHouse and interact with the team before leaving with exclusive merchandise and photo memories from the experience.
Our approach.
- Transformed a shopfront on Monmouth Street into an unmistakably Barbie-pink destination, designed to catch the attention of passersby and immerse guests from the moment they arrived.
- Created a fully realised Barbie estate agency, complete with desks, the DreamHouse, a photo booth experience, Barbie keyrings to giveaway, and a bar serving refreshments.
- Brought the experience to life with an in-character staffing team, making every guest interaction feel like part of Barbie’s world.
The results.
The activation created a high-impact, highly shareable brand moment that captured attention in Soho and gave guests the chance to step directly into Barbie’s world. The campaign extended beyond the activation itself, with Rightmove bringing the DreamHouse to its platform and creating a playful crossover between real estate and the world of Barbie.
2000+
people attended across two days
1,920
Barbie keyrings given away
16–18
minutes average guest dwell time