American Girl unveils refreshed store design for New York flagship

Doll retailer American Girl has revealed a new store design for its 3,437 sq m New York flagship at 75 Rockefeller Plaza. Designed by international retail design firm FRCH Design Worldwide, the store design features new innovative brand and store experiences crafted around the iconic equity of American Girl with a stronger connection to the character's’ storyline.

'“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, vice president and creative managing director at FRCH. “'American Girl has a long history of delivering memorable experiences for girls of all ages. 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.”'

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The new store design encompasses the iconic equity of American Girl with a stronger connection to the characters’ storyline. It starts at 51st overlooking Rockefeller Center – girls are greeted with an expansive storefront where they are invited to step into the story of American Girl. The journey unfolds in layers of experience to immerse her in the expanding world of the brand. A carefully scripted journey allows her to engage with American Girl in experiences that are tailored to her and her doll.

The American Girl Salon provides new signature offerings where, —for the first time,— girls and their dolls can get matching hairstyles, mini manicures, and even ear-piercing. A new Create Your Own Design Studio allows girls to create a doll that matches her style and spirit, using new technology that takes personalisation and customisation to a whole new level. The new American Girl Café features an updated menu, along with flexible seating times and the iconic afternoon tea.

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