ShopTalk Fall 2025: Shopwalks Retail Tours Return to Chicago

The second annual ShopTalk Fall conference took place last week here in Chicago, and for the second year running McMillanDoolittle was proud to partner with ShopTalk to host Shopwalk retail study tours. Back by popular demand, Shopwalks expanded from two tours last year to six tours this year, giving attendees from leading retailers and brands a first-hand look at some of the city’s most innovative and inspiring retail concepts. Read on for insights into this year’s tour stops.

Source: McMillanDoolittle & Shoptalk Instagram

CAMP
CAMP’s North Avenue location in Chicago reimagines what a toy store can be, blending product discovery with immersive family experiences. Behind a hidden “magic door,” that revolves to reveal a themed interactive world that rotates regularly—whether it’s a summer camp adventure, a Disney or Hasbro tie-in, or a holiday wonderland. During the tour, CEO Jenica Myszkowski explained CAMP’s goal to be the most “kid-requested place to go” by incorporating more experiences into shopping with activities such as a blacklight splatter paint room and a slime station whose sales comprise 10% of retail sales. The store combines retail, play, and entertainment, positioning itself as a destination where shopping is just one part of a larger experience. CAMP showcases how retailers can extend dwell time, build community, and create lasting memories with less screen time through experiential retail.

Source: Rivian

Rivian
The Rivian Showroom on Rush Street and its activation at Pioneer Court illustrate how automotive retail is shifting from transactional dealerships to lifestyle-driven community hubs. As part of Shopwalks, attendees got a sneak preview of Rivian’s upcoming “Electric Joyride” event, taking place at Pioneer Court from September 19–21. The activation transforms a high-traffic urban plaza into an off-road experience, where guests can hop into the passenger seat of an R1 with an expert driver and tackle dirt mounds, steep slopes, and more—all in the heart of downtown Chicago. With booking available online or walk-up access for passersby (minimum age 9 to ride), the event underscores Rivian’s strategy to bring adventure and sustainability directly to city dwellers. By merging high-visibility public activations with immersive test experiences, Rivian is proving how automotive retail can drive awareness and advocacy in the competitive EV marketplace.

Source: McMillanDoolittle & Vuori

Vuori 
Vuori’s two-story Rush Street flagship opened in 2022 and brings the Southern California performance-apparel brand to life in Chicago with a retail environment that feels as warm and approachable as its clothing. The store, it’s first in Illinois at 5,400 sq. ft., is designed around wellness and community, featuring natural materials, a light-filled layout, and a merchandising approach that emphasizes versatility—products that transition seamlessly from workouts to everyday life. By blurring the line between athletic wear and lifestyle fashion, Vuori is not only competing with giants like Lululemon but also carving out its own identity in the fast-growing athleisure market.

Featured (left to right, top to bottom): Wayfair, Hotel Chocolat, On Running, Patagonia Worn x Wear Store. Photo Credit: McMillanDoolittle

More Innovative Retail Around Chicago

The Shopwalk tours also visited concepts that McMillanDoolittle has previously covered in detail. Check out our previous blogs for a deeper dive into some of these retailers:

• Wayfair: Wayfair’s first-ever large-format store opened in Wilmette, Illinois in 2024. The two-story, 150,000 sq. ft. space, formerly a Carson Pirie Scott, includes 19 departments across furniture, housewares, appliances, and décor. Shoppers can explore vignettes organized by room, enjoy free onsite design services, and dine at the in-store café The Porch. The store represents Wayfair’s push to make its massive digital catalog tangible in an offline format. Read more here.
• Hotel Chocolat: This premium UK-based chocolatier is expanding its U.S. footprint with Velvetiser Café concepts in Chicago, offering 18 flavors of hot chocolate crafted with its signature “More Cacao, Less Sugar” recipes. The Lincoln Park and Lakeview locations (each ~2,300 sq. ft.) highlight the brand’s global ambitions under Mars Inc.’s ownership and its strategy of combining retail, hospitality, and sampling to immerse consumers in the brand experience. Read more here.
• On Running: On’s Gold Coast flagship elevates performance footwear retail with Swiss design aesthetics, community running events, and tech-enabled fittings. The store showcases how a premium sportswear brand can grow through a combination of product innovation and community-driven engagement. Read more here. 
• Patagonia x Worn Wear: Patagonia’s x Worn Wear program advances the circular economy with trade-ins, resale, and repair services. The Chicago store highlights how a leading outdoor brand is embedding sustainability into its business model while strengthening loyalty with eco-conscious consumers. Read more here.

Other stops on the Shopwalk routes included SoulCycle, Sloomoo, Fjällräven, Jonathan Adler, Tiffany & Co., and Joybird—a diverse lineup that highlights the breadth of Chicago’s dynamic retail scene, from wellness and fitness to design, fashion, and home.

Looking Back and Ahead

Last year’s inaugural Shopwalks gave attendees a taste of Chicago’s retail scene with guided, exclusive visits to Eataly, Starbucks Roastery, and Ralph Lauren. Check out last year’s recap here.

Interested in having our experts guide your team or clients on a retail study tour? Contact us.