Design showcase: American Eagle's new Boston store

Fashion retailer American Eagle has opened a new store, in Boston, with the launch supported by a pop-up brand activation activity.

Both the new store and the activation were developed by design agency Checkland Kindleysides.

American Eagle is seeking to encourage its young suburban customers to embrace their creativity and individual sense of style.

The new Boston store, located in the Northshore Mall, adapts the design of the AE Studio concept store that was launched in New York’s Union Square in November 2017, to make it work in a mall environment.

The store features elements such as a Makers Station and a Jeans Gallery, with iPads available for shoppers to explore online product ranges.

Brand messages support the #MakesMoves campaign – which also featured extensively in the pop-up store – alongside a window campaign promoting individuality .

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