Channeling the ocean
By Kristen Hampshire

Shedd Aquarium’s reimagined gift shop takes customers on a journey under the sea.

The iconic Shedd Aquarium in Chicago is one of North America’s oldest and attracts more than 2 million guests every year who explore its diverse collection of more than 32,000 animals. It’s also a conservation hub, spearheading extensive research and rehabilitation initiatives. Now, Shedd is more guest-friendly and engaging with immersive experiences, following a completely reimagined design, completed last fall.


The new Shedd Aquarium Store is the museum’s entry and exit point and part of an even grander plan: a $500-million Centennial Commitment program that launched prior to the destination’s 100th birthday, which is in 2030.


The new Shedd gift shop is just as much a part of the aquarium experience as its well-known characters like Sawyer the Pacific octopus, and the prominent sea otter and penguin exhibits.


“You feel like you are in an underwater grotto,” says Rebecca Larsen, store director. “Every section tells a story and every detail in the store was extremely planned and thought-out so when guests enter, they experience a true extension of Shedd.”


From design to display, follow the Shedd Aquarium Gift Store’s impactful renovation with key take-aways for reinventing a retail environment.


Thoughtful SKUs

Photos: Paul LaVan

While there are more offerings across categories, expansion isn’t just about bringing in more SKUs. “Everything serves a purpose and ties into the store’s partnership with Shedd,” Larsen says.


Local print artmaker Brain Freeze Press creates Shedd, Lake Michigan and Windy City themed apparel, canvas bags, stickers, drinkware and other souvenir items. Bestsellers include plush made from 100% recycled materials, and every purchase gives visitors an option to round up or make a donation of their choice that supports Shedd.


“From our packaging to how our vendors source materials and manufacture products, these initiatives align with Shedd,” says Larsen.


The store carries Event Network’s latest collection called Sporty Pop! “It’s a retro-five with a vibrant color palette that really does pop out at you,” says Larsen. “It’s fresh and on one of our focal tables displayed to show how the whole family can wear the collection.”


An allowance-friendly section caters to kids with items the Shedd shop calls edd shop calls “bin toys.” The price point of $5 to $15 and includes items like candy, keychains and stickers.



Retail value: Selecting products that mesh with an attraction’s mission lets visitors know their purchases serve a greater good.


Shop-in-shop

The Chicago-themed shop-in-shop is a sizable anchor department and speaks to vistas of the city’s skyline. While the gift store has always carried Chicago merch, this marked expansion introduces a refreshed collection of favorites and new items that tie the aquarium to the city.


Products include apparel, keychains, a bean figurine (for Bean Town), a collage magnet and an assortment of stickers, including an “I Heart CHI” design with the house octopus formed into the loving shape.



Retail value: Finding ways to look beyond the attraction and finding regional destinations to represent in a shop gives visitors one stop for all-the-things.


Digital signage reduces waste

Electronic eye-level POS signage for about half of the inventory simplifies wayfinding while reducing time and labor costs. “Bar codes can be referenced in the electronic signage for the price,” says Larsen of the digital program the Shedd shop is integrating.


The Shedd Aquarium Store is gradually migrating its displays to digital, and the platform allows for flexibility and delivers the cost and “storyline” information customers are seeking.



Retail value: In this digital age, electronic display signs are relevant and let guests know a shop is invested in technology and at the top of its game.


Dynamic displays

Connectivity to the lake and the aquarium’s exhibits carries into the new store through custom displays, curated products and improved flow that encourages exploration. The result is increased sales which mean more proceeds that support Shedd.


Display pillars, 3D printed with marble designs, are a nod to the institution’s Beaux-Arts Architecture.
Custom displays by Good Wood Nashville, which creates artisan pieces, include nesting tables constructed from reclaimed magnolia wood. The aesthetic pulls together nature scenes and elevates products, Larsen says.


“We often overhear people say, ‘I’ve never seen anything like this!’” she relates. “I think people are caught off guard by the visual aspect of being fully immersed.”



Retail value: Customizing display details to align with an attraction makes the gift shop feel like an exhibit of its own.


Go with the flow

While the shop is larger, impact is the focus, says Larsen. “Every section tells its own story and flows guests through the store in a more natural way than before,” she explains.


A graphic collage with the Shedd store logo and a video loop of underwater aquatic scenes serves as a teaser for the store. In many ways, it’s a robust selfie backdrop that builds excitement.



Retail value: Engaging displays in front of a store’s entry entice guests to see what’s in store.