Block 37

Block 37 is an urban shopping and dining destination in the heart of downtown Chicago. Centered around a 5-story atrium, Block 37 hosts a number of the top fashion and beauty brands as well as a selection of cafes, boutiques, and essential convenience brands. RSM Design worked to create interior and exterior identity and wayfinding signage, as well as prototype directory map artwork, and conceptual retail embellishments to help liven up the space. The challenge was to aid circulation vertically through 5 stories, providing visitors with clear direction up and down through the mall. The map artwork RSM Design created, along with strategically placed directionals and directories helped ease the user experience and provide an engaging and navigable space in the middle of the bustling city center.