There's more than shopping at Water Tower Place, an eight-level shopping center located at the northern tip of the Magnificent Mile. In addition to 104 stores, there are myriad dining options, a theater that is part of Broadway in Chicago and the Chicago Sports Museum. Shops like a massive Lego Store, Macy's, Forever 21 and Sephora share space with foodlife, which features 14 kitchens serving food made from scratch daily. People come from all over the world to shop at the American Girl Place store. New shopping include IRL (in real life) an immersive experience that aims to keep brick and mortar shopping alive. You are encouraged to touch, learn and experience new products from brands that are normally only available online. Forever 21's new beauty boutique. Riley Rose, is a bright and colorful new space focused on accessories, cosmetics and home goods for millennials.