American Eagle has revitalized its old Union Square store in NYC as a new experiential concept store called AE Studio that includes a free laundry area for students to do their personal clothing washes.
AE Studio has the traditional features of experiential retail, aspiring to build community and interaction with the brand. The new space showcases a denim gallery and boasts an in-store Maker’s Shop that can customize and personalize denim.
American Eagle has also put a social media team in store who will interact with consumers and develop real time content from actual in-store experiences. There will be a digital concierge on iPads in dressing rooms and galleries showcasing collaborations with the brand.
The most unique feature of the space is a free laundry service American Eagle is offering to students. As brands struggle to find relevant ways to increase foot traffic and extend the time consumers stay in store, a laundromat is an unexpected way to approach this challenge. While customers are doing laundry they can study or socialize with friends at AE Studio’s bar and seating area.
AE Studio officially opens on November 10th in Union Square, New York. The debut exhibit in the denim gallery will be a collaboration by Atelier & Repairs that uses customized denim and repurposed apparel from American Eagle’s older collections.