design:retail - June 2018 - 37

"We are always thinking
holistically about how we can
best serve and celebrate girls."

037

-BARBARA CARLSON, AMERICAN GIRL/MATTEL

reservation flexibility and restaurant seating making it a more contemporary dining experience. The
party rooms also were transformed to again support more personalization and customization. A
projection wall in each room provides room décor
options. The goal was to evolve the party packages,
and this design allows girls to pick and choose their
party theme and details.
"The new space is also about cultivating a sense
of community among girls and their shared love of
all things American Girl," Carlson says. "We want
to encourage girls to connect and inspire one another through stories and play, and all of these new
experiences promote this connection."
American Girl embraced change in every aspect
of this project, including the materials and finish
palette. To support the evolution of the brand and
the enhanced experience, the colorful palette was
toned down to create a more neutral backdrop
to focus attention on the product and support

planning flexibility. Pops of the signature brand
berry color help direct attention. Large architectural frames on the perimeter also grab attention.
Magnetic substrates allow graphics to be applied
to the face. The team can dramatically transform
the space and complement the character stories.
Premium materials, such as a poured terrazzo
floor, and whimsical details, such as two custom
oversized chandeliers, add to the romance and
ambience of this magical experience.
"Our stores are an awesome, highly visible and
tangible example of how girls and their parents can
engage and interact with the brand," Carlson says.
"But American Girl has always been more than the
sum of its parts. No matter the effort, we are always
thinking holistically about how we can best serve
and celebrate girls. Innovating our store in New
York and providing more relevant, differentiated
and personalized experiences for fans helps elevate
the entire American Girl portfolio."

PROJECT FILE
American Girl Store
of the Future

New York
RETAILER

American Girl
PARENT COMPANY

Mattel
CONTRACT DESIGN FIRM/
ARCHITECT

FRCH Design Worldwide
GENERAL CONTRACTOR

Englewood Construction Inc.
CONSULTANTS/ENGINEERS

Britt, Peters & Associates Inc.,
Kohrs Lonnemann Heil
STORE FIXTURES/MANNEQUINS/
FORMS/MILLWORK

Hollywood Woodwork
LIGHTING

Regency Lighting, Ideoli Group
FLOORING

WOW Woodbridge 3D,
Johnsonite, Patcraft,
Interface
SIGNAGE/GRAPHICS

Moss Inc., Cima Network
WALLCOVERINGS

Wolf Gordon, D.L. Couch,
Phillip Jeffries
FURNITURE

Covers Unlimited,
Hollywood Woodwork
CEILING SYSTEMS

Armstrong
PAINT

Benjamin Moore,
Matthews Paint Co.
METALS

Stylmark
GLASS

McGrory Glass, PPG
Ideascapes
SPECIAL FINISHES

Fry Reglet
SOUND SYSTEMS

OnSite Media
TECHNOLOGY

MJD Interactive
TERRAZZO

Sherwin-Williams,
General Polymers
KITCHEN

Trimark
Information in the project file is
provided by the retailer and/or
design firm.

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