While researching UIUC, I watched YouTube video “walking tours” of the university and surrounding area. I also did my own campus and surrounding neighborhoods/commercial area “walks” using Google Maps. One thing that struck me was the large number of chain restaurants and stores relative to independent shops or even local chains. I know UIUC is an awesome school, but when most surrounding businesses are what you’d find in any shopping center in America, the town doesn’t seem as cool as some college towns with strong local vibes. Are there particular streets or neighborhoods I’m missing with more independent stores? Any guidance would be appreciated. Thank you! 
Did you look at downtown Champaign? Lots of non-chain restaurants and a few shops in that area. And downtown Urbana to a lesser extent. Green Street is a mix of chain and non-chain places. There used to be a more eclectic mix there, but many of the newer places are chains, including an on campus Target store which is very convenient for students.
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The main campustown area in Champaign is Green Street between Wright and 1st, and then mainly 6th and 5th Streets between Daniel and Green. On the Urbana side, look at Nevada and Oregon between Goodwin and Lincoln.
As mentioned above, downtown Champaign and downtown Urbana both have separate commercial districts with non-chain restaurants.
What’s great is the liveliness of the campustown area. I attended school there 30 years ago and my daughter attends now, and there may not be as many independent stores but it is more dense and has a more urban feel now. It’s always busy walking around. My daughter loves it there.
I’ve been reflecting on your assessment of “cool,” though. It’s not as cool as it once was, if it ever really was. The music scene has largely deteriorated, I’m not sure why. You used to be able to see live music both on campus and in downtown Champaign and Urbana on a nightly basis, and that’s gone as far as I can tell. But I do think the current campus largely reflects the students. I would generalize them as crazy-smart and fun-loving but cool? I don’t know. You can find all kinds of kids at a school this big, so this is a huge generalization, but I would not call them “cool” the way I might kids who go to pacific NW LACs or something like that. They’re pretty mainstream, by and large. There are definitely “cooler” schools. But if UIUC is a fit, then they absolutely love it.
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Thank you so much for these replies. It’s very helpful.