The Magnificent Mile, sometimes referred to as The Mag Mile, is an upscale section of Chicago's Michigan Avenue, running from the Chicago River to Oak Street in the Near North Side. The district is located within downtown, and one block east of Rush Street. The Magnificent Mile serves as the main thoroughfare between Chicago's Loop business district and its Gold Coast. It is generally the western boundary of the Streeterville neighborhood, to its east and River North to the west. Real estate developer Arthur Rubloff of Rubloff Company gave the district its nickname in the 1940s. Currently Chicago's largest shopping district, various mid-range and high-end shops line this section of the street; approximately are occupied by retail, restaurants, museums and hotels. , commercial rent on The Magnificent Mile is the third most expensive in the United States, behind Fifth Avenue in New York and Rodeo Drive in Beverly Hills. There are many tall buildings, such as 875 North Michigan Avenue (formerly the "John Hancock Center"), in the district. Landmarks along the Magnificent Mile include Wrigley Building, Tribune Tower, the Chicago Water Tower, and the Allerton, Drake and Intercontinental Hotels. History After the Great Chicago Fire of 1871, State Street (anchored by Marshall Field's) in the downtown Loop, especially the Loop Retail Historic District, was the city's retailing center. The convenience of mass transit including streetcars and elevated trains, supported a retail corridor along State Street from Lake Street to Van Buren Street. By the 1920s, commuter suburbs began to have significant retail districts. Prior to the bascule bridge construction, swing bridges across the river were open for ship traffic during half the daylight hours. The Rush Street Bridge was the swing bridge for this area. The opening of the Michigan Avenue Bridge in 1920 created a new commercial district. The concept for the Magnificent Mile was part of the 1909 Burnham Plan of Chicago. It was constructed during the 1920s to replace Pine Street, which had been lined with factories and warehouses near the river, and fine mansion and rowhouse residences farther north. The earliest building constructions varied in style, but challenged new heights in construction. The name the "Magnificent Mile" is a registered trademark of The Magnificent Mile Association, formerly the Greater North Michigan Avenue Association (GNMAA). After the Great Depression and World War II, Arthur Rubloff and William Zeckendorf bought or controlled most of the property along this