Ever-evolving experiences

American Eagle’s brand promise is all about empowerment and self-expression. Our challenge was to bring this to life in a way that would build genuine connections with its core consumer – Gen Z. We developed ‘Be You’, an experiential retail concept that embodies this brand promise and delivers it directly to American Eagle’s customers from New York to Vegas to India. Not a blanket approach, ‘Be You’ manifests differently in each city to give local customers exactly what they want and need.

Located directly beneath student halls, AE Studio was a resource for students offering co-working spaces, a branded launderette and a craft station to personalise their clothes.

From strategy to reality

We thought about people, first and what was important to them at each place. This thinking moved the designs we created far beyond the transactional – American Eagle’s spaces became a place for people to create and celebrate themselves.

A space for students to work, hang out, enjoy the views with free refreshments and wi-fi.
Set across two floors, the space was flexible playing host to parties, concerts and events.

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

Chad Kessler, American Eagle, global brand president

The connected fitted room concept formed connected omni-channel consumer experience

A resource for students in NYC

AE studio, the experiential pilot store in New York’s Union Square had the ‘Be You’ concept at its core. It became a launch pad for further stores across the USA – a place to test and trial ideas.

People could personalise and put their stamp on iconic American Eagle denim.

A holiday to remember

We took the energy of the ‘Be You’ experience to Vegas! Different to New York, the main visitors here are tourists enjoying the thrills of the entertainment capital. To reflect the magnetic energy of Vegas and its visitors, we created a bold digital façade. To deliver a VIP experience, tourists can project their selfies onto the digital screen for 5 seconds of fame on the strip. Inside, a series of customisation stations enable tourists to create their dream souvenir for a holiday they’ll never forget.

For the digital façade we created a visual direction for the anamorphic video content. The store literally shapeshifts from a NYC Soho building with windows and fire escapes to waves of indigo pouring down and illusions of the building itself literally changing shape.
The 'Denim Vault' stocked high with precious merchandise.
Take a bit Vegas home with you, with location exclusive customisation options.

Related content