AE Studio, New York
19 Union Square W, New York, NY 10003, USA
American Eagle Outfitters has opened a new concept store in Manhattan’s Union Square. Dubbed AE Creative Studio, it’s a collaborative space designed to build connections and facilitate dialogue between brand and consumer.
A ‘store of the future’, it’s aimed squarely at younger consumers. Changing rooms feature iPads, while the free laundrette and study-friendly studio bar appeal to NYU students. Working on-site, the brand’s social media team is at hand to create as-it-happens social media content.
With AE Studio, Checkland Kindleysides has provided a platform for collaboration where customers can design their own experience with the brand.
The store’s co-creation ethos extends to product. Consumers can tailor clothing items to suit their personal tastes: the Jeans Gallery features AE’s entire denim collection – and lets customers leverage on-hand technology to create pieces that will become personal wardrobe staples.
The space also goes beyond AE’s own collection to include new and upcoming brands and artists. These are showcased in a Collaboration Space, and encourage discovery and experimentation.
With its stripped-back DIY aesthetic, the store dials up its ‘studio’ leanings to the max. Exposed ductwork, stacked plywood displays and abstract paint-splatter wall-art lend a back-to-basics workshop feel. Neon signage, old-school lightboxes and jazzed up gold-painted ‘scaffolding’ give it a 21st-century vibe.
The first of its kind by this long-established apparel brand, the concept store aims to deliver authentic co-creation experiences that reflect the ‘work-in-progress’ vibe of its core customers.