Mawi to open interactive virtual store

London-based luxury jewellery brand Mawi is

joining forces with online community Stardoll.com, the world’s leading virtual destination for girls and teens, which allows users to create their own ‘MeDoll’ to dress and style from a selection of virtual stores.

Launching on April 25, the virtual Mawi boutique will allow Stardoll’s 130 million strong community to interact with the brand in an original virtual setting. The store will be situated within the Starplaza virtual shopping complex and will offer three floors of Mawi designs for users to browse, try on, and buy with the community’s virtual currency, with one floor set aside from Stardoll’s premium members.

The theme for the virtual space draws inspiration from the opening of the Mawi flagship store in London, which was filled with teddy bears, balloons and gumball machines, imitating the nostalgia and playful imagination of the brand.

Mawi’s creative director, Mawi Keivom commented: “Working with Stardoll is a unique and fun opportunity to share the brand’s personality with a young community. We’re very excited to see how they connect and interact with the brand online.”

Other fashion brands targeting Stardoll’s community of 7-17 year olds include Killah, Miss Sixty, and PPQ, who all have a presence within the Starplaza shopping complex.