In a landscape where many shopping centers continue to struggle, 900 North Michigan shines as a beacon of community, art and commerce. And with a blend of strategic planning, diverse retailers and a commitment to community, it’s not only defying the odds—it’s redefining the future of retail.
For further insight into its success, Illinois Real Estate Journal recently spoke with 900 North Michigan Shops Director of Marketing Taylor Stucker.
Strategic Teamwork and Unpredicted Preparedness
Maintaining a consistently high occupancy rate of 98% is no small feat, especially when faced with the challenges brought about by the e-commerce boom and retail consolidation. The key, according to Stucker, lies in the hard work and dedication of the entire team, from engineering to marketing, and everything in between—and a little bit of luck. 900 North Michigan underwent a renovation just a few years prior to the pandemic, inadvertently positioning itself for the unforeseen changes that lay ahead.
Creating a Community Hub
What sets 900 North Michigan Shops apart is its commitment to creating a sense of community and local engagement. A variety of carefully planned events play a pivotal role in fostering this communal spirit. The annual “Illuminate 900” event, for example, stands out as a holiday celebration that brings together the local community while benefitting Make A Wish Illinois. From local partnerships to unique performances, these events have woven a strong sense of togetherness within the shopping center.
Retailer Diversity
But of course, 900 Shops’ broad appeal lies in its diverse blend of retailers. The mall boasts a harmonious balance of local and national brands, also contributing to its identity as a true community hub. Plus, Stucker emphasized the allure for non-local visitors who can discover items that can’t be found anywhere else, making their shopping experience all the more special.
“You can get items inside 900 that can’t be found anywhere else,” Stucker said. “After travel, returning home with a local treasure is always a special treat.”
Aster Hall: A Gathering Space for All
Aster Hall, a luxurious 22,000-square-foot food hall, designed by AvroKO and operated by Hogsalt Hospitality, has become a pivotal gathering space within the shopping center. And with the ability to cater to remote workers throughout the day—from coffee breaks to cocktails—it emphasizes convenience, comfort and culinary excellence all under one roof.
Encouraging Art, Elevating Experience
If you’ve been inside 900 Shops’ and looked up, you’ve probably noticed the 190-foot digital tapestry known as “The Canopy” that stands as a testament to the mall’s local art community. Through exhibits like “Beyond The Ceiling,” the shopping center empowers artists and offers an elevated art experience to its visitors.
“It’s a behind the scenes look into the lives and practices of the artists that bring the canopy to life,” Stucker said. “The project is by artists, for artists, created with the intention to show the world what the regional art scene to offer. We launched the campaign with Bianca Pastel, and our next artist will be Switzerland-based 3D artist, Roman Bratschi.”
Adapting to a Shifting Retail Landscape
In a world where retail is ever-changing, 900 North Michigan Shops remains agile by focusing on community building and collaboration. Attention to detail is crucial, where every aspect of the shopping center is considered, ensuring an environment where all stakeholders can thrive.
Fashion, Food and Art
One example of this is the carefully curated music, designed to create an optimal mood for shoppers. Ranging between 112 and 120 beats per minute, the music changes with the time of day, adding a unique touch to the sensory journey.
The Quest for Human Connection
People are once more yearning for more than just convenience. They crave human connection and the immersive experience of physical spaces, where storytelling and sensory engagement thrive, surpassing the realm of e-commerce’s reach.
