Water Tower Place

At the pinnacle of Chicago’s famed Magnificent Mile, Water Tower Place is the city’s premier shopping, dining and entertainment destination.

Water Tower Place is a favorite among residents and has become one of Chicago’s more popular tourist attractions. The center features a stunning eight-level atrium and offers more than 100 stores and unique dining options.

Water Tower Place management engaged Huie Design to encourage shopping within the center. Customers were entering the building, riding the escalators to their destination and then leaving without shopping on other retail levels.

Huie Design created an integrated system of signage elements that directed customers while also promoting tenants on each level. The scope included overhead signage at the escalators, vertical tenant listings, directories and clear identification of each level.

Developer: Water Tower Place