American Girl

Store of the Future
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The Future Of Girl 


THE CHALLENGE:

After FRCH helped American Girl expand into a new format in 2008, the brand came back looking to design their 'Store of the Future'. Unique experiences and opportunites to grow the connection between a girl and her doll needed to be added and the iconic brand needed a fresh look for the future. 

THE RESOLUTION:

The all-new 37,000-sf New York flagship at Rockefeller Plaza features several innovative experiences including an expanded American Girl Salon; customizable birthday party experiences in the renowned American Girl Café; a Content Hub showcasing the brand's educational and entertainment offering; plus, opportunities for girls to be their own doll designers in the new Create Your Own Design Studio.


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