It's All In The Details
THE CHALLENGE:
Since 1986, American Girl has been one of our country's most cherished brands. American Girl selected FRCH to help create a new store format that would evolve the American Girl experience, without detracting from their flagship locations in Chicago, New York and Los Angeles.
THE RESOLUTION:
Introducing the American Girl Boutique & Bistro, a more casual, interactive version of the American Girl flagship stores. The 12,000 sq. ft. site in North Point Mall features a multi-sensorial environment begging to be explored. Our bold, playful interior design tells the American Girl story through a combination of lifestyle graphics, merchandise, and technology. The Bistro is a delicious escape from the ordinary; neapolitan tiled flooring and ceiling treatments mimicking cake icing hang above the dessert counter. From wall to wall, floor to ceiling, every single detail was carefully crafted to create a sense of excitement and surprise. It's no wonder their first-day sales projections were surpassed by over 300%. Average store visits are three hours long and in-store events are sold out months in advance.
