The Run Down
Stepping into Lincoln Square is like stepping into Chicago’s own fairytale small town. The main strip along Lincoln Avenue has the charm of a European village, with open plazas where locals gather, vintage lampposts casting a warm glow, and storefronts with colorful awnings inviting you in. This guide will lead you through some neighborhood gems, starting with a shop that embodies Chicago’s quirky, no-nonsense pride, stocked with cheeky souvenirs and local art. Next, step back in time at a 19th-century apothecary filled with rare European skincare treasures and a staff that makes every visit feel personal. Finally, end your day with a cone from a plant-based creamery that’s mastered oat-based decadence.








The pharmacy side, Merz Apothecary, gives way to The Shops at Merz, which is more focused on rare fragrances, skincare products and makeup.




If chocolate’s not your thing, peruse the rest of the menu to find what suits you. The “Inner Child” with confetti cookie dough, strawberry sauce, sprinkles and your choice of ice cream flavor might do it, or the seasonally available “Apple Cider Donut Cake,” with apple pie sauce, apple cider cake pieces and, again, your choice of ice cream.