FRCH NELSON Teams Up with American Girl to Design In-Store Experiences for the Holidays

by Katie Lee

Cincinnati — American Girl unveiled two new in-store experiences this month in its New York City flagship store on Rockefeller Plaza. Award-winning retail design firm FRCH NELSON partnered with the brand to envision both experiences that will be open throughout the holiday season.

Girls can now experience a day in the life of one of American Girl’s most popular dolls, Julie. The pop-up called “Julie’s Groovy World” immerses guests in her 1970s world. The in-store activation encourages interactive play between girl and doll and brings Julie’s message of girl empowerment to life.

Straight from the books, guests can hang out in her bedroom featuring beaded curtains and a signature egg chair. To commemorate Julie’s aspirations of being a basketball player and civic leader, there is a “pop-a-shot” game and voting booth to interact with. The space also features multiple photo ops including a three-dimensional view of Julie’s hometown skyline of San Francisco, a vintage Volkswagen Beetle, and more.

“We partnered with American Girl to celebrate one of their many iconic characters in a truly immersive environment,” says Robyn Novak, vice president and managing creative director of FRCH NELSON. “The idea is that the activation can be rotational to help educate their young fans on some of the brand’s most beloved characters and offer a unique, unforgettable experience.”

The firm also partnered with American Girl to create an in-store Doll Hospital experience centered around educating girls about healthy habits, self-care and overall wellness. Girls can go through the entire checkup process with the associates, filling out health charts, administering vital exams, engaging in the hands-on process along the way.

“These micro experiences set American Girl apart by creating more meaningful connections between a girl and her doll,” says Novak. “Julie’s Groovy World and the Doll Hospital are completely authentic to the brand and provide girls with an immersive experience that will stay with them long after the store visit.”

The two micro experiences will be open throughout the holiday season.

FRCH NELSON, a NELSON brand, is a global brand experience firm delivering architecture, interior design, graphic design, branding services and consulting services for all facets of the retail and restaurant industry, from innovation to implementation. Clients include Macy’s, Saks Fifth Avenue, Tiffany’s, Yum! Brands, The Kroger Company, Disney, American Girl, T-Mobile, Dick’s Sporting Goods and Target. For more information, visit



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