American Girl Place New York opens new 37,000-sf New York Store designed by FRCH Design Worldwide

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 51^st 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.

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The Freedom Plaza shopping center in Los Angeles was designed to be a reflection of the people of Watts, Calif., and to serve as a community-centric gathering space.

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