Since its founding in the 1980s, American Girl has created dolls and related accessories that help young girls cultivate positive self-images and values. For several years, Cima Network has provided an array of products and services that support American Girl’s iconic brand. This has included designing and building structures that helped the company with in-store promotion of its Girl of the Year enhancement, as well as maintaining and executing a regular cleaning schedule for its stores’ familiar awnings.
In November, American Girl opened a flagship store at 75 Rockefeller Plaza, at 51st St. between 5th and 6th Avenues. However, in contrast to the signature American Girl pink façade and awnings, the brand makes a distinctively impactful statement with a bronze-colored storefront that seemingly shimmers for passersby.
To help engage would-be customers to venture in and peruse American Girl’s BeForever, Bitty Baby and other well-loved products, Cima Network fabricated exterior channel letters that reinforce the store’s powerful branding. Cima Network built the letters to match the building’s muntz-metal architectural finish.
Signs always play a vital role in informing and engaging customers to commercial spaces. At high-profile locations such as midtown Manhattan in New York, it’s especially important for environmental branding to make a splash. We applaud American Girl’s bold architectural statement, and are proud to support them.