The store will include bespoke services, such as private rooms, a salon and yoga studio

American Girl announced plans to move its New York Flagship from Fifth Ave to Rockefeller Center and bring a suite of new experiences. The American Girl Signature Studio will be focusing on personalization and customization.

Children will be able to design clothes and accessories for their dolls as well as rent private rooms for “over the top personalized parties” complete with salon sessions for the kids and their dolls, Racked reports. A media studio is also in the works which will help children create stop-motion movies as well as hold workshops for cooking, yoga, and other health and wellness topics. The store also integrates digital tools which help shoppers navigate the space, book salon appointments, make cafe reservations, and interface with a dedicated American Girl app. Like many flagships in New York, the store is designed to be an incubator for new ideas that can be disseminated across the other 19 stores across the country.

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