Bronzeville landmark loses metal cladding as conversion advances
The metal cladding at the historic Schuster’s department store in Milwaukee’s Bronzeville neighborhood is coming off as part of its conversion to offices, apartments and other new uses.
That’s showcasing a dramatic change in the building’s appearance, while also providing a high-profile look of the $105 million redevelopment — known as ThriveOn King, 2153 N. King Drive.
“What’s significant is you have the total reuse of a historic building here on King Drive that was built more than 140 years ago and has been underutilized for about 25 years,” said Terrell Walter, executive vice president of Royal Capital Group, which is leading the redevelopment. “And it’s a significant investment of over $70 million in the first phase, $110 million, and it’s happening right here in our Bronzeville Arts and Entertainment District.
“I would say it is extremely important because this is an area that historically has seen a lack of investment,” Walter added.
The project is named for the ThriveOn Collaboration, which will focus on education, health, housing and other issues within 100,000 square feet of offices and research space.
That partnership includes Wauwatosa-based Medical College of Wisconsin’s community engagement programs and a new home for Greater Milwaukee Foundation’s offices.
ThriveOn King also will feature 89 affordable and market-rate apartments, a food hall, an early childhood education facility and a blood donation center.
The renovations started recently with an expected completion date of November 2023.
“This building obviously has an enormous footprint, so today we’re beginning to show what we’re going to do with restoration and rehab,” said Brian Mays, senior associate at Royal Capital.
The exterior metal cladding has defined the massive, six-story building since the 1970s, when the former department store was converted into a warehouse.
The former Schuster’s store was constructed in stages, with the first portion built in 1907, and additions constructed in 1913, 1918, 1941, 1948 and 1950, according to the Wisconsin Historical Society.
“We have been waiting for this day for a while and it’s really exciting to see it come to life,” said Ellen Gilligan, president of the Greater Milwaukee Foundation.