In continuation of a two-decade partnership, NELSON Worldwide collaborated with American Girl to develop a captivating and experience-driven concept for its Dallas store location, integrating retail, salon, dining, and storytelling within a unique two-floor layout. Located in The Shops at Park Lane, the space — featuring a stunning two-story dollhouse — is designed to evolve with American Girl and reflect the brand’s mission to celebrate girls through beautiful product, engaging stories, and memorable experiences.
As architect of record, NELSON worked closely with creative agency Mythology to ensure the design achieved American Girl’s mission to celebrate girls through beautiful products, engaging stories, and unforgettable experiences.
The first-floor American Girl Café serves as a vibrant centerpiece, offering an enchanting dining experience surrounded by a dollhouse-inspired setting. Guests arriving from the parking garage are welcomed directly to the second-floor retail space, where historical characters, contemporary Girl of the Year™, and Truly Me™ lines are displayed to highlight their unique narratives. The second floor also houses the American Girl Salon, where whimsical and spa-like elements create memorable experiences for girls and their dolls.
The store’s design reflects American Girl’s evolving vision, ensuring a playful, sophisticated environment that delivers lasting memories for visitors of all ages.
