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
Mixed-Use | Apr 7, 2017
North Hollywood mixed-use development NoHo West begins construction
The development is expected to open in 2018.
Urban Planning | Mar 31, 2017
4 important things to consider when designing streets for people, not just cars
For the most part what you see is streets that have been designed with the car in mind—at a large scale for a fast speed.
Retail Centers | Mar 23, 2017
The retail renaissance part I: How architecture will shape the future of shopping
The retail sector is charting unfamiliar territory as web sales and evolving tastes force a paradigm shift. In our Retail Renaissance blog series, architects, interior designers, planners and engineers from different GS&P markets will consider the impact of retail trends and discuss how clients and developers can successfully navigate this new age of shopping.
Retail Centers | Mar 21, 2017
A giant ‘show pool’ is the highlight of a new food- and entertainment-centric mall in Turkey's largest metro
WaterGarden Istanbul hopes to attract 15 million visitors a year.
Retail Centers | Mar 9, 2017
When everyone shops online, what happens to mixed-use retail?
NBBJ’s David Yuan explains how changing retail trends are creating new opportunities for urban experiences and public space.
Retail Centers | Mar 7, 2017
Five facets of successful retail that further social connection
What’s driving experiential retail in 2017 and beyond?
Retail Centers | Jan 24, 2017
Sensational shopping: Retail and the emotional connection
CallisonRTKL's Bret Wiggins discusses how to design the retail environment in a way that taps into the shopper psyche.
Retail Centers | Dec 23, 2016
Wayfinding trends: Modern digital signage caters to personal tastes and profiles of shoppers
Applications like Bluetooth-driven Beacon systems and cellular Wi-Fi systems can now be used to help people navigate space in a more profound way, writes CallisonRTKL’s Cody Clark.
Architects | Nov 20, 2016
D.C.’s first distillery-eatery taps into a growing trend
The stylish location targets customers craving craft spirits and late-night dining.
Adaptive Reuse | Nov 7, 2016
From fuel to food: adaptive reuse converts a closed gas station in Princeton, N.J., to a Nomad pizza
The original building dates back to the Modernist 1930s.
