American Girl is going to debut the "Store Of The Future" in fall 2017, when they will move the New York City store to Rockerfeller Center. Wade Opland, the senior vice president of American Girl stores, said, "We’re taking this opportunity to go to a new location and design new customer experiences." There will be another American Girl Signature Studio, plus a room for personalized birthday parties and yes- girls will get hair styling services for the first time ever. There will also be a media studio with American Girl stop motion classes, as well as cooking and yoga classes. The new address with be 75 Rockerfeller Plaza. “This store will be the reinvention," Opland emphasizes. "It really is our store of the future, and from this one, we will evolve our other stores over time."
Racked NY said this: "Put another way, American Girl views the new flagship as an incubator where it can test ideas and then roll them out to the brand's 19 other locations across the country, as well as shop-in-shops in Canada and Mexico: “We are going to take elements of what we’re building here, learn on them, make sure they’re wildly successful with girls, and then take pieces to other stores as we continue to evolve our retail portfolio to make sure we’re relevant in all the other cities.”The new store fits in with a bigger brand refresh customers will notice in the coming year. “We’re evolving as a total brand," says Opland, "and this will be one expression of that.""
What changes will be coming in 2017? Here's some concept art of the new Store Of The Future: