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450 W. Main St., Madison, Wisconsin


This cornerstone building is a pivotal component for the revitalization of an urban neighborhood, combining residential and retail uses with a colorful display of individualism. The presentation before you had its genesis during an informal discussion between the client and Architect (the subject being the renaissance of our neighborhood—long neglected by time and economics). The owner was recently back from a trip to Europe and wondered aloud if we might bring the integrity, energy and color seen in Europe to our urban neighborhood. At the same time, the Architect saw an opportunity to break the repetitious “pattern” that some of the new architecture had brought to the neighborhood.

The decision to seek this new interpretive genre formed the basis for our philosophy--a building of color, pattern and richness, providing unique housing and retail opportunities for the people of this neighborhood. There had been a recent proliferation of condos in the city; we resolved to create small rental units, instead accommodating university students, professionals, and long-time residents to allow participation in the benefits of the emerging district. These goals were achieved by creating street level retail/entertainment storefronts to add to the pedestrian activity vital for emerging urban environments.


Architect: Linville Architects, LLC
Contractor: Krupp Construction
Developer: Keller Real Estate Group
Photographer: Zane Williams