The home of self expression

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.

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.

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.

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.