For American Eagle Outfitter’s new brand for children (aged newborn to tween), MNA created this lively architectural concept that evokes the fun of childhood.  Its sturdy, kid-friendly design seeks to promote curiosity and creativity in the customers. The storefront is all glass, framed by whitewashed wood plank walls and canopy. The store is branded by the 77Kids signage in “found” metal dimensional letters on a steel clad panel.  Painted, wooden signs that link together are reminiscent of ice cream flavors listings in a sweet shop.

Inside, the store is an open and clean studio-like space with white plank perimeter walls and light maple floor.  The black-painted ceiling brings the focus down to the kid size scale of fixtures.  Whimsical and flexible, the “building block” components are completely adaptable for fold, hang or adjustable bin drawers for smaller items.  A playfully stacked ‘denim canyon’, occupying the center space, provides an impact display of all denim styles and washes.  It also acts as an interactive space for boys and girls where they can find fun accessories, the latest videos, and key apparel.

Addressing kids’ love of creating their own spaces, the fitting rooms are a witty re-take on ‘secret forts.’  The boys’ fit room sports a “keep-out!” sign while the girls’ fit rooms have ‘peace signs’ that make peek-a-boo porthole windows for keeping a look-out. The cashwrap, inspired by an ice cream counter, provides a display case of treats for personalization and gifting.

A select palette of materials of white washed poplar, galvanized steel, plywood, white lacquer, industrial felt, and natural canvas address 77Kids’ dedication to quality materials, ease of comfort, and smart design that can be appreciated by kid and parent alike.