Navy Pier

Chicago, Illinois

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.

Design FirmGensler
PhotographerTom Harris
Navy Pier
Navy Pier
Navy Pier
Navy Pier