Wisma Atria takes flight with Barbie-themed Christmas campaign

Wisma Atria has teamed up with Barbie for the first time this Christmas, rolling out a creative-led campaign titled “Upon iridescent wings” from 7 November to 26 December.

Anchoring the activation is “Wings of Christmas,” a couture exhibition at the L1 Indoor Atrium featuring more than 70 one-of-a-kind Barbie dolls dressed in sustainable looks by local artists, designers, and students from LASALLE College of the Arts and the University of the Arts Singapore.

The showcase is helmed by Barbie doll collector Jian Yang’s #FlushableFashion and creative crafter Dawn Koh’s #wingsofchildhood, with select couture dolls — including Koh’s pieces and other exclusive designs — going under the hammer in a silent auction.

All proceeds will support HCSA SPIN through the Community Chest.

Don't miss: Giant Mofusand cats pounce around SG in playful takeover

Beyond the exhibition, the mall is stacking interactive touchpoints to drive footfall and social engagement. Shoppers can join the "Wings of childhood: Iridescent angel wings" workshops held every Saturday, where participants customise their own Barbie with upcycled materials and have their creations displayed on the mall’s outdoor LED screens.

A six-metre iridescent Christmas tree at the L2 Outdoor Space sets the backdrop for the “Capture the magic” Instagram contest, while new-to-mall brands such as Joocyee, Judydoll, Century Bakkwa, LeTAO Le Chocolat, Flying Tiger Copenhagen and Sunglass Hut anchor gifting discovery.

“Barbie symbolises imagination and hope and has inspired generations to dream fearlessly and express themselves freely. These qualities underpin our Christmas theme ‘Upon iridescent wings’, which is conceptualised to spark imagination, demonstrate fun ways to contribute to sustainability and inspire creativity by showcasing talents of no less than 70 talents and brands," said Brandon Teo, deputy general manager of Wisma Atria.

“We are proud to do our part for the less privileged by donating all proceeds from the auction of Barbie Couture Creations to HCSA SPIN through the Community Chest,” added Teo. 

The campaign follows a wider shift among Singapore malls leaning on global IPs to drive festive footfall. Most recently, CapitaLand Malls prepared a full-scale Mofusand festive takeover across 17 malls and several workspaces, making Singapore the first Southeast Asian market to host the character on such a large canvas.

Shoppers can expect themed décor zones spanning 'Fruit Meow', 'Board Shark', and 'Donut & Coffee', with Bugis Junction uniting all three for a flagship “Mofusand Holidays” experience. The campaign also marks the return of the eight-metre Donut Meow inflatable at Capital Tower and Plaza Singapura, alongside a mall-wide Festive Fur-tography contest encouraging Instagram sharing for a chance to win eCapitaVouchers.

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