For WONDR Experience in Amsterdam, we had the honor of designing Barbie: The Dream Experience. Across 2000m2, visitors embark on a nostalgic journey through the decades, exploring 12 immersive Barbie walk-through zones.

WONDR Experience is an immersive experience, inviting visitors of all ages to awaken their inner child and transform ordinary moments into unforgettable memories.

Developed together with Props, Leisure Expert Group produced all 12 immersive zones, each with its own theme, atmosphere, and story: from Barbie’s space adventure and the iconic Dream Camper, to the film set and the Dreamhouse. Under the creative direction of WONDR’s Sarah Mendes, Leisure Expert Group was responsible for the architectural design, spatial planning and A/V & media content, while Studio Patricia Bustos brought the interiors to life.

The experience takes visitors on a chronological journey through Barbie’s evolution, celebrating key milestones and cultural moments across the decades. From the debut of the very first Barbie in 1959 to her many career reinventions, each zone captures a defining chapter of her story.

Visitors can immerse themselves in the golden glow of the 1970s, where Malibu Barbie carefree lifestyle takes center stage at a beach camping retreat. A locker-lined hallway showcases the six dolls of Barbie Generation Girl from the 1990s, filled with iconic Generation Girl essentials. Finally, the 2020s welcome you home to the Barbie Dreamhouse: a haven of pink dreams and endless possibilities. Here, the journey comes full circle. But the adventure doesn’t end here. The final message rings out: Be proud of who you are and dream on.