Navy Pier

Navy Pier, a major tourist attraction in Chicago, wanted to re-create their marketplace area within their indoor mall to incorporate "retail incubators" - standardized spaces, all with a similar look and similar fixtures - for local brands to lease and test their retail prowess within a hub of massive walking traffic, consisting of both locals and visitors. Gensler and OPTO worked together to create a solution in which each incubator would come with a mix of standard fixture display offerings, as well as anything specialized the retailer might need to accommodate their particular product mix. The result was a cohesive look and feel across the entire marketplace, and retailers enjoying the flexibility and durability in their fixtures that have become hallmarks of OPTO's Options Collection.