Stunning Chandelier For Mattel’s Flagship Store Of American Girl In Rockefeller Center
09/07/2025
his was one of the biggest and most exciting lighting projects we have ever taken on. We partnered on the new American Girl flagship store at 75 Rockefeller Plaza in New York City.
Ideoli was brought in early during the design phase of this major construction project. Our job was to deliver custom lighting solutions that aligned with the scale, detail, and energy of the American Girl brand. For us, this was not just another job. It was a chance to contribute to a global brand inside one of the most iconic retail locations in the world.
From the very beginning, we worked alongside the architect and our distribution partner to bring the design to life. That meant working through renderings, prototypes, and timelines. We were involved from concept to install. Being founded in New York made this project even more personal.
Since launching in 1986, American Girl has become more than a toy brand. Their stores are immersive environments that include restaurants, salons, studios, and retail experiences. This new location takes that vision even further. The two-level, 40,000 square foot space is modern, open, and full of custom detail. The lighting had to elevate the space without taking it over.
We worked closely with designers and engineers to make sure every element we contributed matched the scale and quality of the final build. The ceilings are high. The expectations were even higher. And we delivered.
There were no shortcuts. We pushed through every revision, solved issues as they came up, and kept the install on track. That is how you get a space like this opened on time and without compromise.
Now that it is complete, the new American Girl flagship store stands as a landmark inside a landmark. If you are in New York, walk into 75 Rockefeller Plaza and take a look. You will see the work. You will feel the result. That is what matters most to me.
What makes this even more exciting is that our work with American Girl is not done. We are now supporting their global expansion and are active in new international markets, including the Middle East.
We are proud of what we helped create. And we are ready for what comes next.
