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 | May 20, 2015
Quick service restaurants evolving brand strategy to compete with fast casual: JLL report
In the race for market share, quick service restaurant staples Wendy’s and Chick-fil-A implement creative development strategies.
Retail Centers | May 18, 2015
ULI forecast sees clear skies for real estate over next three years
With asset availability declining in several sectors, rents and transactions should rise.
Sponsored | Coatings | May 14, 2015
Prismatic coatings accent the new Altara Center
This multi-use campus will contain a university, sports facilities, medical center, and world-class shopping
Retail Centers | May 13, 2015
To succeed, malls must appeal to shopper lifestyles
Malls and shopping centers are more effective as destinations when their tenant mix appeals to customers’ lifestyles beyond shopping and includes fitness centers, gourmet cooking shops, and sustainable-product options.
Mixed-Use | May 5, 2015
Miami ‘innovation district’ will have 6.5 million sf of dense, walkable space
Designing a neighborhood from the ground-up, developers aim to create a dense, walkable district that fulfills what is lacking from Miami’s current auto-dependent layout.
Sponsored | Daylighting | Apr 8, 2015
Bigger, brighter daylighting in Byerly's supermarket
More natural light was needed, but the project team wanted it to be diffused across large areas of the store.
Mixed-Use | Apr 7, 2015
$100 billion 'city from scratch' taking shape in Saudi Arabia
The new King Abdullah Economic City was conceived to diversify the kingdom's oil-dependent economy by focusing more in its shipping industry.
Mixed-Use | Mar 13, 2015
Dubai announces mega waterfront development Aladdin City
Planned on 4,000 acres in the Dubai Creek area, the towers will be covered in gold lattice and connected via air-conditioned bridges.
High-rise Construction | Mar 12, 2015
Foster and Partners designs 'The One' in Toronto
Developer Sam Mizrahi worked with Foster and Partners and Core Architects to design Toronto's tallest skyscraper aside from the CN Tower, The One, which will house a luxury shopping mall and condos.
Retail Centers | Mar 10, 2015
Retrofit projects give dying malls new purpose
Approximately one-third of the country’s 1,200 enclosed malls are dead or dying. The good news is that a sizable portion of that building stock is being repurposed.
