Project: American Eagle, Boston

Design: Checkland Kindleysides
Opening date: July 2018
Store size: 490 sq m

US fashion retailer American Eagle has opened a new store in Northshore Mall, Boston that encourages suburban youth to embrace their creativity and individual style. The company worked with Checkland Kindleysides to adapt the store concept to the progressive design of the AE Studio concept store (launched in Union Square NYC in November 2017) to work for a mall environment that is a call to action to 'be you'.


The space takes iconic elements such as the Makers Station, Jeans Gallery and iPads for deeper product discovery, to bring the creativity of New York to the suburbs.


To capture attention and raise brand awareness in the mall, American Eagle coincided the launch with an activation that drove traffic to the new retail location.


As part of the #MakeMoves campaign, the experiential pop-up enabled fans to engage with the brand in a commerce-free space that reinforced its playful values. Visitors could create a message, take a selfie and obtain a personalised printed and digital poster that combined the two.


The store features empowering brand messages that support the #MakeMoves campaign, alongside a window campaign promoting individuality, with the slogan ‘This is what individuality looks like’.  


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