The Brief:

As Singapore was transitioning to a post-COVID landscape, ION Orchard wanted to create an experience that would attract and welcome shoppers back to the mall and drive footfall to the higher floors and to ION Art gallery.

The Strategy:

Conceptualised and organised by Gusto Collective Singapore, House of Dreams was the largest ever public showcase of unique Barbie dolls in one location in Singapore. All the dolls in the exhibition were from the collection of Barbie collector, Jian Yang, a Singaporean who owns one of Asia’s largest collections of over 12,000 dolls.

The team brought Jian Yang and his collection to the attention of both ION Orchard and the Singapore Tourism Board and proposed bringing together the best in fashion and lifestyle through the exhibition. Over 600 dolls were put on display, including those dressed by some of the world’s top designers, and others as familiar icons in pop culture from the world of fashion, movies, music, sports and more.

We also collaborated with Mattel to recognise the event as an official partner.

The Outcome:

In addition to event management and production, Gusto Collective Singapore also supported with the creation of brand assets and creative press kit, as well as local and regional influencer marketing efforts, which contributed to a record-breaking footfall during the 5-week exhibition.

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