Chicago Cubs Flagship Store
3637 N Clark St, Chicago, IL
The Chicago Cubs set out to create a retail environment that could do more than merchandise the brand, aiming to capture the history, energy and loyalty that define the team. CDA was brought in to design a store experience that allows fans to engage with both the present and the legacy of the organization, blending retail with storytelling and interactive moments.
Chipman Design Architecture served as Interior Designer, Environmental Graphics Designer and Architect of Record, developing a layout that supports both efficiency and experience. The space is designed for high-volume use, with eight strategically placed cash wraps to manage peak demand, while movable fixtures allow for ongoing adjustments to seasonal merchandise and evolving product lines.
At the center of the store, glass museum vignettes showcase rarely seen memorabilia from the team’s history, creating a focal point beneath the main stair and drawing customers upward to the second level. These curated moments anchor the experience, connecting fans to the legacy of the Cubs in a way that feels integrated rather than separate from the retail environment.
The store also incorporates an augmented reality installation, giving fans the ability to create and share their own experiences with the team. The space is designed to support both daily retail activity and more immersive moments of interaction, with technology and storytelling woven into a clear, well-organized customer journey.
