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American Girl to unveil new Manhattan flagship

American Girl is building a new and bigger flagship in the Big Apple.

The specialty retailer will open a new, 40,000-sq.-ft. American Girl Place at 75 Rockefeller Plaza in Manhattan. The new location, scheduled to open in fall 2017, will replace the brand’s existing flagship at 609 Fifth Avenue.

The new location is being built by Englewood Construction, and is the 12th project Englewood has completed for American Girl.

Designed by FRCH Design Worldwide, the new American Girl store will span two floors, including street-level space with direct entrances from both 51st and 52nd Streets. The interior will include enhanced versions of popular features found at all American Girl Place locations, such as an expanded salon experience and as a café. New elements will include digital and interactive opportunities that allow girls to create and share content and tailor their store visit to their personal interests.

“American Girl is constantly evolving its in-store experience, so as we incorporate prototype features, we’ll record best practices and processes that can be followed should the team decide to roll them out at additional locations,” said Bill Di Santo, president of Lemont, Ill.-based Englewood Construction. “Part of our program with American Girl includes maintaining and periodically refreshing their entire fleet of stores, so we’re always thinking in terms of how the work we do can be replicated on a national level.”
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