NEW YORK — Marshall Field’s will begin a full-scale renovation of its Water Tower store in Chicago in January.
The largest beneficiary will be designer collections, which will triple in space. The bridge and contemporary departments each will double, and the cosmetics department will be completely reconfigured.
Most of the work will be completed in 1996.
“We’re primarily focusing on expanding the better collections, designer, bridge and contemporary areas, based on the business growth of those areas,” said Dan Skoda, president of Marshall Field’s. “We’re taking any moderate resources we carry and relegating them to much less space.”
Of the designers Field’s carries, Giorgio Armani, Calvin Klein and St. John have been standouts that merit more space, Skoda said. In bridge, Skoda said Eileen Fischer and Emanuel are new lines that have been strong performers.
“It seems that the customer has an appetite for anything that’s new and fresh, and that’s why we think we need to expand that space,” Skoda said.
The Water Tower store is the chain’s most productive unit, Skoda said. The last time the store underwent a major renovation was in 1992, when a 50,000-square-foot men’s department was added.
“That really compelled us to renovate the whole store,” Skoda said. “The areas looked so terrific and customer response has been so positive, we decided we needed to go back and do the whole store.”

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