Magazine: New formats and initiatives from Chicago

Between 16 and 18 April 2013 POPAI Global’s annual meeting for member countries’ representatives took place in Chicago’s legendary Sax Hotel. The first item on the agenda was a presentation about EuroShop 2014 (to be held between 16 and 20 February) by Messe Düsseldorf’s director Elke Moebius and European Retail Institute (EHI) vice-president Ulrich Spaan.

Next on the agenda was POPAI vice-president Bob Zanotti, who presented the organisation’s global strategy. European president Massimo Volpe spoke about POPAI’s situation in Europe, while global development director Tom Harris told what is happening in connection with POPAI Global Awards POP competition and announced the establishment and objectives of POPAI Asia Ltd. As for the shop tour which followed, it started on Chicago’s emblematic shopping street called State Street, where the glitziest stores in town can be found. This is where the flagship store of Walgreens – formerly a drugstore but now offering consumer goods and services, pharmacy, health and wellness services – is located. Walgreens units in the suburbs adopted the ‘drive thru’ solution of fast food restaurants. Marshall Field’s Macy’s is the second biggest department store in the world. In the 20-storey building shoppers can choose from an arsenal of shops and restaurants, where generations of Chicago natives grew up. The world’s first City Target store opened on State Street, with a new concept and product assortment. More such units are about to open in Los Angeles, Seattle and San Francisco. Chicago’s other shopping Paradise is Michigan Avenue, the central part of which is called Magnificent Mile. One of the stores here is American Girl Space, where girls, women and old ladies can all spend their time buying clothes, having their hair done or sitting down to have a slice of cake and a chat with friends. The Disney Store sells everything Disney, from fashion items to collectible figures to toys and they even organise events from time to time. Next to the Ralph Lauren store we find the world’s only Ralph Lauren restaurant and there is a Microsoft Pop-up Store. Mariano’s Fresh Market is the last stop in our shop tour. On the first floor we find general grocery products and a huge wines and spirits section with a wine tasting kiosk. On the second floor shoppers can purchase fruits/vegetables and fresh products, various organic food products, freshly baked breads and rolls, a deli counter and there is a café on the terrace, where tired shoppers can take a break and marvel at the splendid view on downtown Chicago