Beloved brand lets young fans create own stories
America Girl Place New York | New York, New York
size: 37,000 sf
completion: November 2017
photos: A-Frame Studio
FRCH Design Worldwide design
UNFOLDING MUCH LIKE THE PAGES OF A BEAUTIFUL STORYBOOK, young fans entering this space are treated to a multitude of engaging, memorable experiences.
The new flagship location, with its expansive storefront, encompasses a stronger connection to the brand’s iconic characters. “We looked at evolving the storyline within a true destination experience to embrace all aspects of American Girl in a relevant and engaging way for today’s girls,” says Robyn Novak, VP and creative managing director at FRCH.
Through a carefully scripted journey that’s layered and immersive, these innovative experiences are tailored to fans and their dolls. Experiences include ordering from the updated menu in the on-site café, which includes private spaces for birthdays and other celebrations.
There’s also exclusive offerings such as a salon where girls and their dolls can get matching hairstyles, mini manicures, and even ear piercings. Another exclusive is the Create Your Own Design Studio, which incorporates new technology that allows girls to customize and personalize their dolls.
Other opportunities include a content hub displaying the brand’s award-winning books and movies.
“American Girl has a long history of delivering memorable experiences for girls of all ages,” Novak says. “The new store design celebrates that special moment when each girl starts to create her very own story with American Girl that will last for a lifetime.”