American Girl's New Flagship Store in New York City

The enhanced brand experience at American Girl’s new flagship store in Rockefeller Plaza features an all-new design that puts girls at the center and offers customers a more dynamic experience in one of the city’s most iconic locations. Upon entering the impressive experience, the larger-than-life storefront presentation welcomes visitors to the new world of American Girl.

To enhance every girl’s experience, the design team from FRCH Design Worldwide wanted the fixtures to enhance the opportunity to tell stories and encourage customer interaction. “Now, with this modular system, there is a more universal way to easily tell the story of an entire collection with 360 degree to the display,” says Robyn Novak, vice president and creative director at FRCH. “The adjustable LED lighting scheme supports that flexibility.”

Lighting Designer
FRCH Design Worldwide