Leisure Expert Group, a leading experience design company, is celebrating the opening of Barbie: The Dream Experience at WONDR Experience in Amsterdam.
The attraction launched on 12 September. It explores more than 60 years of Barbie’s cultural legacy through 12 uniquely themed zones spanning a total of 2000 square meters.
WONDR Experience is an immersive playground for all ages, with vibrant installations and interactive spaces that eschew traditional museum narratives to focus on creativity and imagination.
In Barbie: The Dream Experience, guests are invited to step into life-size sets and capture memorable moments. Developed in collaboration with Props, Leisure Expert Group produced all 12 immersive zones. From Barbie’s space adventure to the iconic Dream Camper, film set, and Dreamhouse, each zone presents a distinctive theme, atmosphere, and story.
Under the creative direction of WONDR’s Sarah Mendes, Leisure Expert Group’s scope included architectural design, spatial planning, AV and media content.
60 years of Barbie
The experience offers a chronological journey through Barbie’s story and highlights significant moments and cultural events across the decades. Each zone represents a pivotal moment in Barbie’s history, from the 1959 release of the first doll to the present day.
“Visitors can immerse themselves in the golden glow of the 1970s, where Malibu Barbie carefree lifestyle takes center stage at a beach camping retreat,” says a spokesperson from Leisure Expert Group.
“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.”
The experience creates a dynamic environment for guests of all ages by mixing interactive play with visual storytelling. Together with WONDR Experience, Mattel and Props, Leisure Expert Group has delivered a distinctive, engaging interactive experience that illustrates the value of partnership between organisations with different specialisations.
Earlier this year, Leisure Expert Group celebrated the opening of Paultons Park’s first-ever interactive dark ride: Ghostly Manor, which it created in partnership with ride manufacturer Mack Rides, interactive specialists Lagotronics Projects, and theming experts Themics Philippines.
