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After we helped American Girl expand into a new format, the brand came back looking to design their “Store of the Future”. Unique experiences and opportunities 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 all-new 37,000-square-foot 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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