The New Magnificent

The Magnificent Mile employs and engages people from every corner of the city and generates significant tax revenue. What can be done to inject new life into Chicago’s premier shopping destination for the benefit of our recovering downtown?

North Michigan Avenue, known colloquially as The Magnificent Mile, is an indelible part of Chicago’s global image. Since the 1920 completion of Michigan Avenue (now DuSable) Bridge set this formerly dirt road on a course toward becoming a grand boulevard, prominent retailers have flocked to the district and skyscrapers have sprouted along the corridor. Encompassing 13 blocks of Michigan Avenue from River North to Oak Street Beach, the Magnificent Mile and its side streets are packed with hundreds of shops and restaurants. A wide variety of hotels, entertainment venues and cultural offerings reinforce the area’s draw.

In this pop-up exhibition, two design proposals are presented for improving the economic vitality and overall experience of the Magnificent Mile: MM2050 by Lamar Johnson Collaborative, commissioned by the Magnificent Mile Association; and Reimagining North Michigan Avenue by Gensler, commissioned by Parkside Realty. The themes presented in these proposals can be further explored in our Loop as Lab: Reshaping Downtowns exhibition on view in the upstairs Skyscraper Gallery.