The southeast corner (Washington & State) of Block 37, where Disney is reportedly opening a store. (Phil Velasquez/ Chicago Tribune)
By Wailin Wong | A Disney prototype store that will boast interactive
features is slated to open at Block 37 in the fall, becoming the retail
complex’s first new lease since a court-appointed receiver assumed
control of the property in late January.
Cook County Circuit Judge Margaret Brennan said the court will approve
the lease. She did ask for several minor adjustments to the agreement.
The receiver team at CB Richard Ellis, which took over Block 37 from
developer Joseph Freed & Associates, had mentioned in a February
court filing that it had a lease proposal from Disney.
The Disney store is part of a new retail concept that the company is rolling out this year in an effort to reinvent its stores, with its first location scheduled to debut this summer in Montebello, Calif., outside of Los Angeles. More than 20 new or remodeled stores will open this year in North America and Europe.
Disney executives were not immediately available to comment on the Block 37 deal. In a press release announcing the new store design last week, the company described the concept as “a unique destination developed from a child’s perspective” that “integrates the latest technology to create an enhanced shopping experience.” One feature of the stores is a “Disney Princess” castle, where a child can wave a magic wand in front of a mirror inside to summon a Disney princess.
The new stores are designed to be more immersive than a traditional retail store, with shoppers interacting with Disney characters or watching film clips in an in-store theater. CB Richard Ellis said the Block 37 location will total 4,464 square feet and anchor the mall’s southeast corner on Level 1. Its size will be about 80 percent of that of cosmetics retailer Sephora, which occupies 6,000 square feet.
Joe Parrott, a senior vice president at CB Richard Ellis, said the interactivity of the Disney store should encourage shoppers to linger both there and in the mall’s other stores.
“We’re trying to achieve a mix of stores that are better brands and are an attraction that draw people in specifically for their brands,” Parrott said. “They aren’t offering the type of merchandise you can find at dozens of other stores up and down State Street…Disney definitely brings that to the table. It’s more than products, it’s an experience.”
“Disney store planned for Block 37?” Thanks for letting me know– now if they’d just hurry up and build it, I’ll know just where to go whenever I want to buy absurdly expensive made-in-China toys filled with lead, cadmium, and other toxic stuff.
Will Disney be keeping their N Michigan Ave. store open or are they just moving?
Disney is vile – it’s for people who think Applebee’s is fine dining.
Parents should encourage kids to feed their imaginations and think….and that assembly line Disney crap isn’t going to do it.
The *only* good thing under the Disney name is the Muppets.
Ugh sounds like another smug annoying elitist. I know it’s hip and cool to hate everything that’s popular.
Lame.
I think they tried this a little over 10 or so years ago and called it Disney Quest, which failed.
What happened to the Bigsby & Kruthers store that was supposed to open on the 2nd floor? There was some news on it, and now nothing. I think they realized that there are enough suit stores, the maket is full, from Macy’s, Syd Jerome, Jos. A. Bank and Roberto’s, the market’s covered. Block 37 seems to be a bust.
I’d love a Disney store there. The one on Michigan Avenue is great… it’s huge and carries some stuff you can’t find in any other Disney stores in the area. But it’s too far away for me from work.
Disney Quest was a lot more than what is being described here… it was pretty much a virtual amusement park. Much grander scale than a few talking mirrors and videos in a store concept.
Hello DisneyQuest2!
This sounds like it will be a terrific addition to the loop shopping area, but especially to Block 37! Lots of great things happening there.
They should put a Target or Macy’s in Block 37 and put Marshall Field’s back at State Street where it belongs.