The new American Girl Place New York recently opened at 75 Rockefeller Plaza and offers guests several innovative experiences across its 37,000 sf.
Designed by FRCH Design Worldwide, the new store features an American Girl Salon, American Girl Café, a Content Hub, and a Create Your Own Design Studio. The American Girl Salon allows children and their dolls to get matching hairstyles, mini-manicures, and pierced ears. Customizable birthday parties can be held in the café while the Content Hub showcases the brand’s award-winning books and movies.
The design of the new space has a special focus on evolving the American Girl characters’ storyline. The journey through the space has been carefully scripted to engage children with the brand and their dolls, beginning with an expansive storefront at 51st overlooking Rockefeller Center.
“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, FRCH, in a release.
Related Stories
Retail Centers | Nov 13, 2019
World’s first drive-thru only restaurant in Australia
FRCH NELSON designed the project.
Giants 400 | Oct 24, 2019
Top 70 Retail Engineering Firms for 2019
Jacobs, Kimley-Horn, Henderson Engineers, and Core States Group head the rankings of the nation's largest retail sector engineering and engineering architecture (EA) firms, as reported in Building Design+Construction's 2019 Giants 300 Report.
Giants 400 | Oct 24, 2019
Top 125 Retail Architecture Firms for 2019
CallisonRTKL, Gensler, MG2, NELSON, and Stantec top the rankings of the nation's largest retail sector architecture and architecture engineering (AE) firms, as reported in Building Design+Construction's 2019 Giants 300 Report.
Healthcare Facilities | Oct 1, 2019
Medical offices are filling space vacated by retail
Healthcare developers and providers like the locations, traffic, and parking these spaces offer.
Retail Centers | Sep 6, 2019
Another well-known retailer files for bankruptcy: Here's the solution to more empty anchor stores
Where can you find the future of retail? At the intersection of experience and instant gratification.
Retail Centers | Sep 3, 2019
Puma’s flagship in North America creates immersive experiences for its sports-focused patrons
Technology and curation allow customers to personalize their product selections.
Retail Centers | Aug 6, 2019
Saving the American mall in 5 steps
CallisonRTKL Vice President Marc Fairbrother explains how struggling American malls can turn it all around.
Retail Centers | Jun 21, 2019
Nation’s largest Nissan facility opens in Houston
A 162,500 SF dealership building set on 16 acres, Central Houston Nissan, in Texas, is being touted as the largest Nissan dealership in the country.
Reconstruction & Renovation | May 22, 2019
Foster + Partners converts historic D.C. library into an Apple store
The building was the city’s first public library.
Retail Centers | Apr 30, 2019
Is this the future of retail? Walmart seems to think so
The retail company recently unveiled its new AI-enabled store in Levittown, N.Y.
