Portanuova celebrates the Barbie movie with its Pink Week

The Barbie movie, directed by Greta Gerwig and starring Margot Robbie and Ryan Gosling has come, with its long-awaited soundtrack, to movie theatres. But there was a markedly pink atmosphere at Portanuova as early as 14 July.

To celebrate the release of the Barbie movie – distributed in Italian cinemas by Warner Bros. Pictures – and album, Portanuova has launched a call to all shop owners of the district: from 14 to 23 July, unleash all the pink that is in you (and your shops).

The response by the Portanuova community has been a pink wave of positive energy. 10 stores and cafés/restaurants – Al Mercato, Batukada, EL&N, Gallo, Macha Cafè, Moleskine, Pandenus, Six, That’s Vapore and Tripstillery – have worked hard – through their shop windows and interior design – to create, develop and highlight the rose-coloured products made for the Pink Week.

From cocktails to cakes, to boxers, notepads, socks, sushi, tacos and sandals: everything turned pink!

The main attraction of Pink Week was certainly the Barbie Doll Box, a photobooth mimicking the iconic Barbie box where visitors could listen to the film’s official playlist, take a selfie, and take part in a challenge to win Barbie movie prizes.

Over 500 people of all ages visited the installation, in the name of inclusiveness and fun: anyone wishing to feel like Barbie even just for one moment and one shot.

Barbie’s infinite careers turned her into an icon. Over the years, she has become a model of emancipation and an indelible figure in pop culture. This was also thanks to the Pink Power: the colour has always been a symbol of fashion and glamour whilst representing topics related to civil rights and breaking down social barriers.

The dream continues in main theatres: Margot Robbie in the leading role and Ryan Gosling as Ken leave the audience open-mouthed. It isn’t only its stars, but it’s the plot that’s fascinating: “To live in Barbie Land is to be a perfect being in a perfect place. Unless you have a full-on existential crisis. Or you’re a Ken…”

As for the soundtrack, Barbie The Album is set to be a real booom!: it includes brand-new songs by international mega-stars the likes of Dua Lipa, Tame Impala and Nicki Minaj, as well as Billie Eilish, Sam Smith, and Ava Max.