Client: American Girl
Project: Store of the Future, New York
Services: Store Design
Year: 2018

Agency: FRCH Design Worldwide
Production: Moss
Design Director: Adrianna Moore

When you see a girl walking down the street squeezing her American Girl doll while holding on to her mother’s hand, you know exactly where they are heading—and you know this is a special moment that will create a lasting memory. That is exactly what the 37,000-sq.-ft. American Girl Store of the Future flagship at 75 Rockefeller Plaza in New York is all about—enhancing that connection and fostering memorable experiences.

American Girl embraced change in every aspect of this project, including the materials and palette. To support the evolution of the brand, the colorful palette was toned down to create a more neutral backdrop to focus attention on the product. Pops of the signature berry color help direct attention and magnetic substrates allow graphics to be applied to the face of the fixture in order to easily create and update character stories. 

The retail visual team worked closely with FRCH Design Worldwide to bring the store to life. I designed and executed the graphics for Create Your Own, Doll Hair Salon, and Contemporary Character.