American Girl Changi Jewel Airport

During the 2018 fall semester, my studio was challenged with creating a retail pop-up environment that would inhabit the Changi Jewel Airport in Singapore.  I chose to study the AmericanGirl brand, and design an interactive and engaging space for young girls. American Girl has been a source of strength, optimism, and delight for all girls. I also admired how values like compassion, tolerance, and love are championed

and encouraged within the brand. Customers bond with the American Girl brand because it strives to educate young girls on what they will face in their friendships, family, and school.  The brand also promotes inclusion and representation, allowing girls of different races and nationalities to recognize themselves through the appearances and stories of the American Girl dolls.

Creating a space that encouraged interaction, expression and the exploration of new experiences drove the development of this design: this space features a photo booth, virtual reality experience, and create your own American Girl station.  With a different American Girl featured each quarter, users are able to continue to explore different activities and experiences too.