flexiblefullpage -
billboard - default
interstitial1 - interstitial
catfish1 - bottom
Currently Reading

American Girl Place New York opens new 37,000-sf New York Store designed by FRCH Design Worldwide

Retail Centers

American Girl Place New York opens new 37,000-sf New York Store designed by FRCH Design Worldwide

The store is located at 75 Rockefeller Plaza.


By David Malone, Associate Editor | November 13, 2017

The new American Girl Place New York recently opened at 75 Rockefeller Plaza and offers guests several innovative experiences across its 37,000 sf.

Designed by FRCH Design Worldwide, the new store features an American Girl Salon, American Girl Café, a Content Hub, and a Create Your Own Design Studio. The American Girl Salon allows children and their dolls to get matching hairstyles, mini-manicures, and pierced ears. Customizable birthday parties can be held in the café while the Content Hub showcases the brand’s award-winning books and movies.

The design of the new space has a special focus on evolving the American Girl characters’ storyline. The journey through the space has been carefully scripted to engage children with the brand and their dolls, beginning with an expansive storefront at 51st overlooking Rockefeller Center.

“We looked at evolving the storyline within a true destination experience to embrace all aspects of American Girl in a relevant and engaging way for today’s girls,” says Robyn Novak, Vice President and Creative Managing Director, FRCH, in a release.

Related Stories

Retail Centers | Dec 3, 2018

Biotrack your shop

Sabrina Hilfer, a specialty retail designer, talks about the integration of biometrics in the retailscape. 

Retail Centers | Nov 8, 2018

The Container Store moves into the next generation courtesy FRCH Design Worldwide

The next-gen prototype is located in Dallas, Texas.

Retail Centers | Oct 22, 2018

Stuck in the middle: What can save the average American mall?

Erich Dohrer doesn’t want to talk about the “dead mall” or the great mall success story—he wants to talk about design solutions for the ones that are just getting by.

Retail Centers | Oct 9, 2018

Kengo Kuma designs Taipei Starbucks from 29 shipping containers

The store will be part of a new shopping mall.

Retail Centers | Sep 27, 2018

Turkish bazaar takes the shape of the surrounding mountains

The project is designed by PDG Architects and ANTEPE.

Retail Centers | Sep 26, 2018

The future of travel retail

Kevin Horn and Shirley Cheng explore how a new generation of travelers is disrupting airport retail.

Retail Centers | Sep 20, 2018

BIG designs ‘restaurant village’ just outside of Copenhagen

The restaurant comprises 11 spaces, each with their own unique function.

Retail Centers | Sep 17, 2018

Iteration vs disruption: Designing for a great customer experience

One way to solve for the future is to disrupt the expected.

Mixed-Use | Sep 14, 2018

Six-story structure combines a parking garage with street-level retail

Eskew+Dumez+Ripple designed the structure.

Building Tech | Sep 6, 2018

19 decommissioned shipping containers become downtown Phoenix’s hottest marketplace

September 1 marked the opening of downtown Phoenix’s newest restaurant and retail marketplace—and its latest commercial construction project to utilize decommissioned shipping containers as its primarily building form.

boombox1 - default
boombox2 -
native1 -

More In Category



Mixed-Use

A surging master-planned community in Utah gets its own entertainment district

Since its construction began two decades ago, Daybreak, the 4,100-acre master-planned community in South Jordan, Utah, has been a catalyst and model for regional growth. The latest addition is a 200-acre mixed-use entertainment district that will serve as a walkable and bikeable neighborhood within the community, anchored by a minor-league baseball park and a cinema/entertainment complex.


Retail Centers

Retail design trends: Consumers are looking for wellness in where they shop

Consumers are making lifestyle choices with wellness in mind, which ignites in them a feeling of purpose and a sense of motivation. That’s the conclusion that the architecture and design firm MG2 draws from a survey of 1,182 U.S. adult consumers the firm conducted last December about retail design and what consumers want in healthier shopping experiences.

halfpage1 -

Most Popular Content

  1. 2021 Giants 400 Report
  2. Top 150 Architecture Firms for 2019
  3. 13 projects that represent the future of affordable housing
  4. Sagrada Familia completion date pushed back due to coronavirus
  5. Top 160 Architecture Firms 2021