In 2009, New York-based Slade Architecture designed the first-ever Barbie Flagship for Mattel. The $30 million, 35,000 square foot store, featuring six floors of translucent polycarbonate panels trimmed in neon pink lighting, held the world’s largest collection of Barbie dolls and licensed Barbie products, as well as a range of services and activities for Barbie fans and their families. The company combined references to product packaging, decorative arts, fashion, and architectural iconography to create a modern identity for the store, expressing Barbie’s cutting-edge fashion sense and history. Richard Dickson, former General Manager and Senior Vice President of Barbie, stated that Shanghai was selected above Milan, Paris, London, New York, and Los Angeles because of Shanghai's cross-generational response toward the brand. The store closed in 2011.