As American Eagle celebrates their 40th Anniversary, they look to the future with the opening of a new concept store in NYC’s vibrant Union Square, designed by Checkland Kindleysides. The AE Studio provides a platform for collaboration where the customer can create their own experiences with the brand, to build authentic connections and the ultimate advocate. This creative space is also home to American Eagle’s social media team, facilitating a direct dialogue between the brand and their customers.

This community focused design transforms key merchandising areas into spaces focused on customer experience, providing reasons for people to be there and to dwell for longer:
Entrance – The entrance to the store acts as a launch area and stage to express brand stories. For the launch, it features a bold installation that showcases the new positioning with the linear eagle logo translated into scaffolding and LED lights.

Onsite Social Media Team – AE’s social media team have an in-store workspace to directly engage with customers. Working in the heart of the studio, they’ll create content in real time and keep their finger on the pulse of the brand.
Jeans Gallery featuring an in-store Maker’s Shop – Customers can shop AE’s entire jeans collection and create one-of-a-kind pieces. The Maker’s Shop will feature options for customers to personalise their AE Jeans to fit their distinctive style. Within the gallery, Jeans are presented like artist easels on canvas stretchers and iPads provide a deeper dive into product fit and specifications.

Complimentary Laundry Wall & Studio Bar – Students are offered a free place to do laundry (the store is located close to NYU). While they wait, they can hang out with friends or study in the studio bar and seating area; with free WIFI, refreshments and a view of Union Square.
Digital Concierge iPads in dressing rooms – Customers can personalise their shopping experience and engage the brand with the tap of their finger.

Collaboration Space – The space will feature capsule collections co-created with new brands, emerging designers, and artists.
Materials – Visually, the store reflects the work-in-progress attitude of American Eagle’s core customer with a pared back interior that blends functional and improvised materials.

Michael Goldberg, VP, Executive Creative Director, at American Eagle said:
“Retail is alive and well, but consumer expectations about shopping have changed. In close collaboration with our retail design partner Checkland Kindleysides, American Eagle is reimagining our retail strategy, to reflect our consumer’s desire for engaging in-store social experiences, and genuine opportunities for co-creation with the brand.”

Design: Checkland Kindleysides
Photography: Chris Cooper