Every year, more than 2 million people visit the Shedd Aquarium, an iconic Chicago institution that is one of North America’s oldest and most respected aquariums. The National Historic Landmark houses more than 32,000 animals and is a conservation hub, spearheading extensive research, rescue and rehabilitation initiatives.
But before visitors begin exploring the 5 million gallons of aquatic life habitats and interactive exhibitions, they enter an engaging, immersive and place-based store that was completely reimagined and reopened last fall.
The Shedd Aquarium Shop, operated by Event Network for more than 20 years, is the museum’s entry and exit point. It’s every bit a part of the museum experience as its well-known characters, namely Sawyer the Pacific octopus, sea otters and penguins. The connections are intentional.
“You feel like you are in an underwater grotto,” says Rebecca Larsen, store director, who has called Shedd and its shop her second home since 2008. “Every section tells a story, and every detail in the store was extremely planned and thoughtful so when guests enter the store, they experience a true extension of Shedd.”
Shedd Aquarium Shop shows off apparel for guests of all ages across its store, with popular animal themes including penguins, otters and axolotl.
Photos: Paul LaVan
From custom display pillars designed as a nod to the institution’s Beaux-Arts architecture to facades fashioned to mimic underwater rocks, the Shedd shop sets the tone for guests’ time at the aquarium, with Larsen and 33 associates acting as retail docents.
“With the number of tourists that flow into the shop and the amount of school groups — lots of kids — we often overhear people saying, ‘I’ve never seen anything like this!’” Larsen relates. “I think people are caught off guard by the visual aspect of being fully immersed and by the product assortment we have. It’s truly connected to Shedd, especially with the remodel.”
Tied to the mission
The Shedd Aquarium Shop’s new location within the institution offers an expanded footprint and fresh take on displays. The store also added a dedicated shop-in-shop Chicago area that opened in early spring.
The top-to-bottom renovation is part of a bigger plan: a $500-million Centennial Commitment program that launched prior to Shedd’s 100th birthday in 2030 that involved a transformed Welcome Plaza, external ticketing pavilion, the gift store overhaul and permanent art installation in the new atrium lobby titled, “The Once and Forever Lake Michigan,” by artist David Franklin.
Upon entering the new atrium, a graphic collage with the Shedd store logo and a video loop of underwater aquatic scenes captures attention.
“This has been a huge point of interest for guests, and it draws them into the store,” says Larsen. “Whenever we look out, we see visitors taking pictures in front of it.”
In many ways, it’s a robust selfie backdrop that builds excitement for experiencing Shedd’s collections and then taking home aquarium memories from the store.
The store has a wall of plush to appeal to young guests.
While the new shop is larger, impact is the focus. “Every section tells its own story and flows guests through the store in a more natural way than before,” Larsen explains.
Connectivity to the lake and the aquarium’s dynamic exhibits carries into the new store through custom displays, curated products and improved flow that encourages exploration and has increased sales. An influx of business has upped proceeds that support Shedd.
“The efforts put into sustainability are impressive and very aligned with Shedd’s mission,” Larsen emphasizes of a goal to spark compassion, curiosity and conservation for the aquatic animal world.
The renovation offered an opportunity to dive deeper into “the why” of Shedd and how the shop plays a role in inspiring visitors to explore and take environmental action while exploring thoughtfully selected products.
While there are more offerings across categories, expansion isn’t about bringing in more SKUs. “There is meaning to what we carry — everything serves a purpose and ties into the store’s partnership with Shedd,” Larsen says. “When customers read the descriptions explaining a local artist or how a product was made from recycled materials, they see that what we carry is more than souvenirs. Guests are contributing to Shedd through their purchases.”
Associates are trained to be Shedd ambassadors and advocates. A formal onboarding program for shop staff members includes spending a couple of weeks with a seasoned aquarium employee learning the venue and its environmental work.
The training effort “never gets old,” says Larsen.
Shedd Aquarium Shop has a wide assortment of collectibles, including magnets, mugs, keychains and plush.
“People are here to see aquatic life and creatures they’ve never seen before and may never see again,” she relates. “Working in retail, we can enhance their experience and help them find an amazing souvenir to take home.”
Meaningful decisions
While the previous store was known for its characteristic octopus ceiling art, the new store is “very experiential,” says Larsen. Display pillars are 3D printed with marble designs are a nod to the institution’s architecture.
The Chicago-themed section is a sizable anchor department and speaks to vistas of the city’s skyline from the Shedd property on Lake Michigan in Museum Center. While the gift store has always carried Chicago merch, this marked expansion introduces a refreshed collection and includes items that tie the aquarium to the city.
“The Shedd is right on the lakefront and as soon as you enter, you see the beautiful skyline and this connection to the Great Lakes,” says Larsen. “If you are from out of town, this is meaningful and you want to capture that moment with a memento.”
Now there are many ways to do so in the Shedd shop.
“We have a Chicago flag with a penguin replacing the star,” says Larsen. Other Chicago-themed items include apparel, keychains, a collage magnet and stickers.
A display of Chicago-born products designed and printed by Brainfreeze Press are part of the aquarium’s Exclusively Shedd line. The local company produces Shedd, Lake Michigan and Windy City themed apparel, canvas bags, stickers, drinkware and other souvenir items.
One go-to slogan is a cartoon turtle “Great Lakes, Great Vibes” print on tees, stickers and coasters. A spirited pint glass says, “Drink like a Fish” with a coordinating graphic.
Another local collection by illustrator and graphic designer Lisa McCormick, a Chi-town native, includes art-imprinted stickers, hats, tees and drinkware.
For kids and field trippers looking for more affordable souvenirs, the Shedd Shop has a section of “bin toys” in the $5 to $15 price range full of candy, snacks, keychains, stickers, ornaments, figurines and mini building block sets.
Overall, Larsen says the shop redesign allowed the team to revamp its merchandise strategy while upholding Shedd’s mission.
Reflecting on her longtime role at the Shedd shop, Larsen who is a Chicagoan, born and raised in the city, calls the opportunity to work at this venue “life changing.”
“I’m proud to say I work at Shedd,” Larsen says. “Everything we do directly contributes to the aquarium, whether from proceeds of sales to round-up donations and an option to give back at the checkout. Our team members connect with people from so many walks of life, and you never know who you are going to impact.”
