Englewood Construction retail group has completed the build-out of the new 40,000 s/f American Girl Place store at 75 Rockefeller Plaza.
American Girl moved to the new store in November from its previous Manhattan location at 609 Fifth Avenue.
“It’s been nearly a decade since we completed our first project with American Girl – which happened to be the relocation of its original Chicago flagship store to its current Michigan Avenue address – and in the years since we’ve built a great relationship with the brand that has spanned multiple new locations across the country,” said William Di Santo, president of Lemont, Ill.-based Englewood.
“We couldn’t be prouder to continue our partnership with this long-term client by helping create yet another iconic American Girl Place store and bring an innovative retail experience to one of the best-known shopping districts in the country.”
The new 75 Rockefeller Plaza store, the 12th location Englewood has built out for American Girl, was designed by Cincinnati-based architecture firm FRCH Design Worldwide.
It spans two floors, including a street-level storefront at 75 Rockefeller Plaza – a 1940s-era building with an Indiana limestone façade that is protected by the New York City Landmarks Preservation Commission.
Said Di Santo, “In the case of 75 Rockefeller Plaza, the landmark construction criteria included matching the new store’s flooring elevations to the original landmark conditions in the lobby, and also tying into the existing storefront glazing system to preserve the look of the protected façade.”
Inside the new store, Englewood worked with American Girl to incorporate popular features from other locations, plus a number of new elements to evolve the unique experiential retail environment for which the brand is known.
Prototype elements debuting at the New York location include an interactive Create Your Own Design Studio and an expanded American Girl Salon experience offering services for both dolls and customers.
The store also includes familiar favorites such as the American Girl Café, which is enhanced with private dining rooms for birthday parties and special events.
