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After we helped American Girl expand into a new format, the brand came back looking to design its “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.

Our team also delivered two other experiential concepts for the flagship store including a doll hospital and temporary pop-up highlighting different iconic American Girl characters.

Doll Hospital

The doll hospital helps educate girls on healthy habits, self-care, and wellness while building stronger emotional connections with the brand. Girls can go through a checkup process for their dolls with store associates, filling out health charts, and administering care.

Julie’s Groovy World

Julie’s Groovy World allows girls to experience a day in the life of one of American Girl’s most popular dolls, Julie. The pop-up called “Julie’s Groovy World” immerses guests in her 1970’s world. The in-store activation encourages interactive play between girl and doll and brings Julie’s message of girl empowerment to life, teaching girls it’s okay to speak up and be yourself.

Courtney’s Totally Rad World

The Courtney doll pop-up experience immerses girls in Courtney’s ’80s world. Girls can stroll through a replica of Courtney’s bedroom, play games, listen to music, and get a peak inside her closet.