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AE Studio: Creating the ultimate Gen Z retail experience

American Eagle
American EagleBrand ExperiencesFashion & ApparelNew YorkUSA

Re-inventing retail for modern youth culture

American Eagle is the retail success story of the last decade. A brand once synonymous with old-school Americana, boldly set out on a strategic re-positioning placing them at the forefront of modern teen culture. Refocusing the brand on empowering the creativity and individuality of today’s youth, under a new purpose-driven creative platform ‘Be You’.

As their global creative partner, we worked with the brand to completely re-imagine their retail experience for Gen Z – placing self-expression and social connection at the heart of a groundbreaking new retail concept: AE Studio. Strategically located in Union Square under the NYU dorms, we developed a dynamic brand experience that was truly ahead of the curve.

Embodying the brand’s new direction, we created a spatial design concept inspired by an art school’s creative studio, pairing it with services and experiences that go far beyond a transactional store. This retail experience set a new precedent and launched to wide-spread acclaim; propelling American Eagle to ‘Apparel Retailer of the Year’, winner of multiple Retail Design Awards and becoming the most favored fashion brand amongst Gen-Z (for over six consecutive years running).

So much more than a store: Located directly under NYU's student dorms, AE Studio was a created as a go-to social and creative destination.

Sportswear International

Living and breathing youth culture: AE Studio is a socially connected brand experience space, designed for digitally native Gen Z.

Igniting consumer desire: AE Studio is a brand experience space where a new creative generation actually want to hang out.
Create, Chill, Be You: This Gen Z retail concept includes social spaces to study and hang out, with free wi-fi and refreshments.
Empowering creativity & self-expression: The 'Maker's Studio' enables consumers to create one-of-a-kind pieces to express their individuality.

“AE Studio is where we invite customers to enjoy a unique brand experience, feel at home, and curate their distinct individual style.”

global brand president, American Eagle

Digital-native retail experience: In-store the connected fitted rooms offer an interactive shopping experience in line with evolving omni-channel consumer behaviours.

Keep it fresh: A complimentary launderette service in-store, drives footfall and relevance with the local Gen Z student community.

Make it pop: We created a series of brand activations in nearby malls to empower creative freedom with messages of body positivity, driving footfall to the new store.

United by individuality: Anywhere and everywhere American Eagle went, we created meaningful connections between the brand and its consumer.

Talk to us about next generation retail design

If you are looking for a global retail design agency in London to lead your brand experience project, let’s talk. You can also check out other industry-leading retail experience designs on our work page, or take a look at our Wonder blog for all the latest creative and strategic insights.

Don’t forget to connect with us on LinkedIn to stay up to date on all our latest retail concepts.

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