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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Come on Barbie, Let’s Go Party: How This Experiential Agency Created a Barbie Dream House for Forever21

Here, see how experiential agency Coffee ‘n Clothes turned a private Los Angeles residence into an IRL Barbie Dream House to celebrate the launch of Forever21’s Barbie Summer 2022 Collection.

Shannon Thaler
July 18, 2022

Glick said the Barbie-branded pink Corvette convertible “was the favorite,” as it served as a memorable, one-of-a-kind, Instagram-worthy photo op.Glick said the Barbie-branded pink Corvette convertible “was the favorite,” as it served as a memorable, one-of-a-kind, Instagram-worthy photo op.Photo: Courtesy of Coffee 'n ClothesLOS ANGELES—Retail giant Forever21 (F21) teamed up with Mattel Inc.’s famed Barbie to launch the limited-edition Barbie Summer 2022 Collection in early June. And to celebrate the debut of the vintage-inspired, pink-clad line of apparel, accessories, swim and sleepwear, beauty products, and home decor, the brand tapped New York-based experiential agency Coffee ‘n Clothes (CNC) to bring the Barbie Dream House to life.

The event took place in May at a mansion in Hollywood Hills, which CNC founder and president Ryan Glick said was an obvious venue choice as it was “the best option to recreate that (Barbie Dream House) feeling.” However, Glick said the choice came with its own set of challenges, as activating within a private residence meant that “there were more elements to think about versus a venue that is ready to go.” (See here for the top things to consider when planning an event in a private home.)

Yet the 4,400-square-foot home’s various rooms made for an event that “featured different areas and locations where we could program and activate,” Glick explained. Cue Barbie-branded closets and a pink showroom to display the collection ahead of its release in F21 stores, as well as on the retailer’s website and in the Forever21 Shop City on Roblox.

Outside, the IRL Barbie Dream House boasted an additional 15,000 square feet of space, which CNC decked out in all things Barbie—from the doll’s iconic Corvette convertible (which Mattel originally introduced in the ‘70s) to vintage furniture courtesy of Found Rentals, and 3D art, which Glick said created the “ultimate content moments.”

Keep scrolling for a closer look at those curated moments.

A real-life iteration of the Barbie Dream House was created by CNC to celebrate the release of F21’s Barbie Summer 2022 Collection. The venue, which was a private residence in Hollywood Hills, welcomed 100 tastemakers and influencers and transported them into a vintage Barbie world. Chamo Studios handled fabrication.
A real-life iteration of the Barbie Dream House was created by CNC to celebrate the release of F21’s Barbie Summer 2022 Collection. The venue, which was a private residence in Hollywood Hills, welcomed 100 tastemakers and influencers and transported them into a vintage Barbie world. Chamo Studios handled fabrication.
Photo: Courtesy of Coffee 'n Clothes
Glick said the Barbie-branded pink Corvette convertible “was the favorite,” as it served as a memorable, one-of-a-kind, Instagram-worthy photo op.
Glick said the Barbie-branded pink Corvette convertible “was the favorite,” as it served as a memorable, one-of-a-kind, Instagram-worthy photo op.
Photo: Courtesy of Coffee 'n Clothes
There were no shortage of photo-worthy moments on the 15,000-square-foot lot. Here, a pink-clad lounge seating arrangement featured Barbie pillows courtesy of Merch Industries, florals from Lovesome Blossoms, and a branded backdrop.
There were no shortage of photo-worthy moments on the 15,000-square-foot lot. Here, a pink-clad lounge seating arrangement featured Barbie pillows courtesy of Merch Industries, florals from Lovesome Blossoms, and a branded backdrop.
Photo: Courtesy of Coffee 'n Clothes
The on-site basketball court was transformed to fit the theme and featured a new backboard and pink net filled with bright blooms.
The on-site basketball court was transformed to fit the theme and featured a new backboard and pink net filled with bright blooms.
Photo: Courtesy of Coffee 'n Clothes
Of course, the court itself was made pink too, and featured some of the vintage-inspired, pink-clad pieces in F21’s line of apparel, accessories, swim and sleepwear, beauty products, and home decor.
Of course, the court itself was made pink too, and featured some of the vintage-inspired, pink-clad pieces in F21’s line of apparel, accessories, swim and sleepwear, beauty products, and home decor.
Photo: Courtesy of Coffee 'n Clothes
A product display shelf showed off a selection of Barbie dolls—because what would a Barbie event be without an appearance from Barbie herself?
A product display shelf showed off a selection of Barbie dolls—because what would a Barbie event be without an appearance from Barbie herself?
Photo: Courtesy of Coffee 'n Clothes
Confetti & Sprinkles surrounded the outdoor area in balloons and beach balls with F21 X Barbie’s co-branded logo filled the pool, which Glick said “really created a vibe to kick off summer.”
Confetti & Sprinkles surrounded the outdoor area in balloons and beach balls with F21 X Barbie’s co-branded logo filled the pool, which Glick said “really created a vibe to kick off summer.”
Photo: Courtesy of Coffee 'n Clothes
A colorful photo op made guests appear as if they were in a Barbie box, and props made for a fun touch.
A colorful photo op made guests appear as if they were in a Barbie box, and props made for a fun touch.
Photo: Courtesy of Coffee 'n Clothes
Food and beverage included a custom ice cream cart courtesy of Supercool Creamery, Polar Playground cotton candy made in on-brand colors and branded cups, plus a bar that served up specialty cocktails.
Food and beverage included a custom ice cream cart courtesy of Supercool Creamery, Polar Playground cotton candy made in on-brand colors and branded cups, plus a bar that served up specialty cocktails.
Photo: Courtesy of Coffee 'n Clothes
A product display showed off pieces from F21’s collection, which launched in F21 stores, as well as on the retailer’s website and in the Forever21 Shop City on Roblox, in June.
A product display showed off pieces from F21’s collection, which launched in F21 stores, as well as on the retailer’s website and in the Forever21 Shop City on Roblox, in June.
Photo: Courtesy of Coffee 'n Clothes
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