The Greta Gerwig Barbie immersive experience will launch in London, transforming the highly successful Barbie film into an interactive event for fans next summer. Developed by Warner Bros., Mattel, Secret Cinema, and TodayTix, this limited run invites visitors inside a reimagined BarbieLand, combining the magic of Gerwig’s vision with themed activities and live performances.
A New BarbieLand Comes to Life in London
Barbie in BarbieLand, inspired by Greta Gerwig’s hit film, is set to open for eight weeks during the summer in London. Organized as a pop-up event, it will immerse fans in recreated BarbieLand sets and theatrical scenes, tapping into the movie’s distinctive style. The event will feature live performances, dancefloors, a BarbieLand Carnival, and a variety of themed food and drinks. This collaboration draws on Secret Cinema’s expertise, following its recent production of Grease: The Immersive Movie Musical.
The collaboration between Warner Bros., Mattel, Secret Cinema, and TodayTix aims to provide a uniquely interactive way to celebrate the Barbie movie’s success.
“We’re beyond excited to bring Greta Gerwig’s brilliant Barbie The Movie, inspired by Mattel’s Barbie brand, to life in a way that only Secret Cinema can,”
said Merritt Baer, an executive at Secret Cinema and TodayTix.
“In collaboration with Mattel and Warner Bros., we’re inviting audiences to step through the iconic pink doors of BarbieLand – to sing, dance, and celebrate together. It’s part-immersive experience, part-West End theatre and without a doubt, the best night out you’ll have all year.”
– Merritt Baer, Secret Cinema and TodayTix executive.
What to Expect and Who’s Involved
The production team behind Barbie in BarbieLand will be announced in the coming weeks, with hints at involvement from renowned West End, Broadway, and music industry figures. Fans are invited to sign up now for early ticket access, with the general public sale slated for December.
Barbie’s enduring popularity is highlighted by the film’s performance: directed by Greta Gerwig and co-written with Noah Baumbach, the film starred Margot Robbie as the lead and producer, alongside Ryan Gosling, America Ferrera, and Kate McKinnon. The movie earned more than $1.4 billion globally, securing its position as the highest-grossing release of 2023 and achieving a Certified Fresh score of 88% on Rotten Tomatoes from over five hundred reviews.
Future of the Barbie Brand in Film
While Gerwig and Robbie currently have no plans for a sequel to the live-action film, Mattel Studios is shifting focus to an animated Barbie movie, which will be produced by Illumination and released in theaters for the first time. This new project is not connected with the 2023 live-action film, signaling a new direction for Barbie’s cinematic journey.
This upcoming Greta Gerwig Barbie immersive experience promises to bring together theatre, film, and interactive entertainment for audiences in London. With its strong creative backing and the enduring appeal of Barbie, the event is expected to capture the imagination of fans and further cement Barbie’s influence in popular culture.
