the challenge
samsung wanted to cut through the noise of barbie-mania ahead of the film’s release and position smartthings as more than just another piece of tech. the goal was to find a way to integrate barbie’s world with samsung’s ecosystem in a way that felt authentic, playful, and most importantly, functional.

the idea
the barbie smartthings house was a reimagining of barbie’s iconic dreamhouse, powered by samsung innovation. by blending the pink, larger-than-life world of barbie with the everyday convenience of smartthings, we created a space where culture and technology lived side by side.

the execution

• built a meticulous 3d replica of the barbie movie dreamhouse

• seamlessly integrated samsung’s smart home products into every room, showing them in action

• launched an interactive online experience on samsung’s website, inviting fans to explore the dreamhouse virtually

• designed the journey so that every smartthings product demo was only one click away from purchase

the impact
the barbie smartthings house turned samsung’s tech into a shareable cultural moment. it reframed smartthings as more than just smart devices — it became a lifestyle upgrade wrapped in the pinkest, boldest story of the summer.