Located in Times Square directly across from the "Spanish Steps"/TKTS booth, the American Eagle flagship is a dynamic addition to the newly-designated Broadway pedestrian zone. BAR Architects was commissioned to transform a nondescript speculative building into a functional, high-performing flagship appropriate to the American Eagle Outfitters brand. This new retail space provided an opportunity to update the overall store design reflecting AE's image, with reference to the Times Square urban setting.
An expanded entry at the corner and upgraded interior circulation were designed to accommodate the expected volume of shoppers. BAR transformed four isolated floors into a series of vibrant and interconnected retail spaces by adding an ornamental iron stair and banks of escalators. Each floor was conceived as a unique shopping environment to encourage exploration throughout the building. From strategic space planning to development of special features BAR Architects worked closely with the client to establish the tone and personality of the store design. Particular attention was given to material selection that includes natural wood elements juxtaposed against urban textures of subway tile, painted metal components and painted brick to provide a compelling backdrop to merchandise and marketing displays.
Additionally, BAR Architects designed customized store elements and added mezzanines to maximize the efficiency of the tight footprint to meet sales projection goals. AE's presence is emphasized with exterior signage reminiscent of iconic theater marquees providing a distinctive, eye-catching and powerful counterpoint to the ubiquitous LED screens of New York's Times Square.