310 W. Wisconsin Ave

Milwaukee, WI
Renovation and Rebranding
Building Rebranded, Renovated Into First-Class Office Space

At A Glance

  • SUMMARY: Renovation of existing office for premier office space, model suite construction, skywalk connections, plaza redesign, and entire building rebranding
  • SIZE: 14 stories
  • COMPLETION: 2019
  • CONSTRUCTION COST: $10 million
  • OWNER: Time Equities Inc. NY
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Project Overview

The reimagination of 310 W. Wisconsin, a 14-Story office structure starts with a master planning exercise that hollistically looks at rebranding this structure and reinstates its presence on Milwaukee’s main downtown street. Milwaukee’s image as an innovative, creative, and forward-thinking place of working, living and discovery has been changing and progressing over the last five years. Undervalued office structures such as 310 W. Wisconsin are purchased with aggressive plans to revamp and rebrand the building for today’s demand to attract and retain quality office tenants. Continuum delivered a creative design vision that unified the building’s interior and activated all of its major public spaces. This included the redesign of a 14-story atrium, a grand staircase, distinct portal gateways to 3 skywalks, design of the exterior plaza, main lobby, elevator lobby, and all public restrooms, with further creation of amenity spaces such as fitness/exercise rooms, coworking spaces, micro suites, roof terraces, Wifi lounge, multiple cafes, and addressing the parking structure and related parking elevator lobbies. Our process of programming, restacking and reconfiguring the buildings public floors is heavily involved in understanding of place making activities that can create unique experiences for people who rely on the work place to deliver life experience.

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