Selfridges goes in all for Barbie

Selfridges has rolled out the pink carpet for what is shaping up as the biggest movie of the year.

The luxury retailer’s famed London flagship is all abuzz  with exclusive Barbie-inspired activations, including storefront windows displaying official movie costumes, a Barbie pop-up in the top department and back-to-back screenings of the Barbie movie in its in-store cinema, which features a Barbie backdrop and Barbie-themed uniforms for staff.

In the biggest activation, Barbie has taken over Selfridge’s iconic The Corner Shop, which has been reimagined as places where Barbie would shop and hang out in London. The shop features Barbie- and Ken- inspired shopable items, ranging from accessories to homeware. It also has a replica of the pink Corvette that Barbie drives around in the film. (The Corner Shop is a permanent space in Selfridges dedicated to pop-ups

The Corner Shop is home to the first-ever “Barbie Dream Wardrobe Rental.” Curated by stylist and art director Theo White in collaboration with Selfridges Rental, the section features outfits from the doll’s 64-year history as well as fashions that reflect her many different careers, from ‘Dream CEO Barbie’ to  ‘Dream Fairytale Barbie.’   

In addition, customers can book Barbie-inspired hair and nail services.

“Barbie is such an interesting pop culture icon,” said Judd Crane, Selfridges executive buying director. “We’ve been following the creative trajectory of the “World of Barbie” over the last decade, embracing inclusive attitudes and positivity. The Barbie brand today and new movie inspired us to take action and bring Barbie to life for this conceptual take on Barbie’s dream world.”