MAWI OPENS INTERACTIVE VIRTUAL STORE IN COLLABORATION WITH ONLINE COMMUNITY STARDOLL.COM April 2012 London based luxury jewellery brand MAWI has joined forces with Stardoll.com, the world's largest teen site for online dress up games. This innovative site has established a remarkable online environment for those who enjoy fashion, making friends, shopping and creativity. The platform allows users to create their own ‘MeDoll’ to dress and style from a selection of virtual stores. The partnership offers a unique way for a virtual global community to interact with the brand in an original virtual setting. Launching on the 25th of April, the virtual MAWI boutique will be accessible to the Stardoll community of 166 million active users worldwide. 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. "The opening of MAWI on Stardoll is such exciting news for us," comments Chris Seth, GM at Stardoll. "Our members style options kick up to a whole new level with these luxury jewellery pieces available for their avatars. The chance to interact with Mawi Keivom herself (in our blog and Twitter Ask the Designer Campaign) comes at a perfect time, interest in jewellery is at an all time high on the site. We just launched the StarDesign Jewellery Studio, a new tool that allows our user to design virtual jewellery. In the midst of this new whirl of design creativity -- now our members also have an opportunity to get to know a leading jewellery designer, ask her how she works, where she gets her inspiration -- quite simply interact with a role model. As you can imagine the buzz across the Dollosphere is huge." The boutique’s unique theme centres on the idea of a space-age weightlessness in which balloons and teddy bears float throughout the futuristic store. Playing on a hyper modern concept, Mawi’s Stardoll boutique will feature three floors of sweeping architecture highlighted with a large window displaying the galaxy beyond. Each floor of the store offers a slightly different concept, with bubblegum inspired fittings, leading to floating teddy mannequins, bubbles and clusters of balloons housing the luxury collections. The first two floors are accessible to all Stardoll users while the third floor will be exclusive to Stardoll’s premium subscription Superstar members. The theme for the virtual space was conceived by Mawi herself, reflecting on her fun and whimsical interpretations of design. The virtual fittings draw 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 Keivom, Creative Director, says “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.” For more information please contact: Marta Lucca +44 (0) 207 923 1414 Press@mawi.co.uk About Stardoll Stardoll is a free-to-play, fun-filled social game for young women, who love fashion, shopping, decorating, creativity and making new friends from around the world. 166 million MeDoll avatars have been created to date with a new player joining every second, making Stardoll one of the world’s fastest growing communities! The company is based in Stockholm, Sweden with offices in Los Angeles, New York, London and Frankfurt, and is backed by two of the world’s top venture capital firms: Sequoia Capital and Index Ventures. For more information, visit. www.stardoll.com.