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In continuation of a 20-year partnership, our team created an enchanting, guest-centric concept for the newest American Girl Los Angeles flagship, seamlessly combining retail, salon, dining, and storytelling under one roof. Spanning 15,562-square-feet and two floors, the new Westfield Century City location is more than a store – it’s a celebration of cherished moments and the embodiment of the brand’s mission to celebrate girls and help build their strength of character through beautiful product, engaging stories, and memorable experiences.

The NELSON team provided architectural services, collaborating with SLADE Architecture on the design, resulting in a beautifully-branded retail environment that resonates with American Girl fans of all ages. NELSON shaped the overall layout and functionality of the store and added their expertise to the selection of finishes, wallcoverings, and other intricate details. The combined efforts resulted in an immersive experience where every corner tells a story and every moment is an opportunity to make memories.

Throughout the store, shoppers are met with multiple experiential offerings, including a bookstore, personal shopping, café counter, and a full-service restaurant, complete with private rooms for birthday parties and other celebrations. Visitors can grab sweet treats to go at the American Girl Berry Bar with counter-height seating, a newer concept for the brand that our retail experts helped bring to life.

At the iconic American Girl Salon, girls and their dolls are invited for a full day of pampering. And, for the first time in LA, girls can join their favorite friends in getting matching hairstyles, mini manicures, and ear-piercing.