A Shopping Celebration
American Girl sought the assistance of FRCH in expanding their brand into a new format, creating a destination where children of all ages could interact with merchandise. The store had to establish new value for loyal customers, without detracting from their flagship locations in Chicago, New York and Los Angeles.
Creating a new channel for the American Girl brand, the 12,000 sq. ft. prototype in North Point Mall features a multi-sensorial environment begging to be explored. Our bold, playful interior design tells the American Girl story through a combination of lifestyle graphics, merchandise, and technology. The retail environment features displays at multiple heights, allowing customers of all ages to interact with merchandise. Expanded doll hair salons and private birthday party rooms are new features that have generated positive consumer attention, surpassing first-day sales projections by over 300%. Average store visits are three hours long and in-store events are sold out months in advance.