Restoring a popular Chicago landmark
Chicago’s Navy Pier partnered with Gensler to design a master vision for the century-old waterfront complex, starting with the Fifth Third Bank Family Pavilion.
Long viewed by some locals as a tired tourist trap, Navy Pier wanted to become a year-round destination for Chicagoans, living up to its moniker as the “People’s Pier” and ensuring future financial stability.
Navy Pier is a source of pride and common ground for the city’s diverse residents, its genesis firmly rooted in Daniel Burnham’s 1909 Plan. Through a continuation of the Centennial Vision, the Family Pavilion uncovered the “Chicagoness” of the Pier, using design and technology to provide a seamless, entertaining experience for visitors of all ages.
At the entrance, visitors are greeted by a larger-than-life digital concierge, providing information on wayfinding and events. An aquatic-themed gaming experience keeps kids entertained while adults explore more than 50 uniquely Chicago retailers and food vendors.
- Architectural Design
- Brand Design
- Digital Strategy
- Interior Design
- Signage & Wayfinding
- User Experience Design
“The much-maligned pier has taken essential first steps toward becoming a public space that is treasured as well as popular, authentic rather than generic.”