NWSP recently hosted its 35th Street Charrette Design Day, a full-day event that brought together five architectural teams, local residents, and key stakeholders to envision the future of Milwaukee’s 35th Street Corridor. This collaborative effort focused on reimagining major redevelopment sites—including the Mid-City Shopping Center, the former AT&T site, and the intersection of 35th Street and Wisconsin Avenue—through real-time design sessions, community discussions, and creative brainstorming.
The success of this event was largely due to the thoughtful coordination and deep community engagement behind the scenes that made the day possible. Design charrette initiator, Carolyn Esswein, shares insights into the planning process and the growing role charrettes are playing in Milwaukee.
Turning Vision into Action
Content Contributed By: Carolyn Esswein, School of Architecture & Urban Planning Associate Professor at UW-Milwaukee, Ce Planning Studio Owner
Design charrettes are often successful in fostering collaboration, rapid problem-solving, and immediate stakeholder input. But while the single-day event may get the spotlight, the work begins well in advance.
Before the Charrette
The six-month charrette process includes several critical steps ahead of the Charrette:
1) Site Selection: In partnership with the neighborhood client, sites are chosen based on ownership willingness and the absence of major issues like contamination. Priority is properties that have remained vacant or underutilized for years, where traditional market forces have failed to spur investment.
2) Review of Previous Plans: Earlier studies and plans are examined to understand past successes and identify why some projects were never realized. This informs practical and grounded design strategies.
3) Mapping Recent Investments: Past investments illustrate how and where money has created an impact, from building improvements and street enhancements to new construction. This reassures potential investors they are not the first to commit.
4) Stakeholder Focus Groups: Targeted focus groups are held with key stakeholders to review case studies and potential uses for selected sites. Meeting in smaller groups allows for candid conversations and helps identify preferences and concerns before bringing everyone together.
5) Developer Interviews: Conversations with local developers provide insights into the real estate market and help align proposed uses with economic realities.
The Day of the Charrette
After months of preparation, alignment, and outreach, the full-day design charrette brings it all to life. On the day of a charrette, a wide range of stakeholders convene, including residents, property owners, city officials, developers, and neighborhood leaders. Many of these participants have been engaged since the early stages, while others bring fresh perspectives, creating a dynamic mix of continuity and new insight.
Each site is assigned to a local architectural firm, which collaborates with the community to produce design sketches in real time, creating a dynamic feedback loop during group discussions.
The final design renderings are a clear, compelling vision for transforming vacant or underused sites, and provide the community client with the tools to initiate conversations with potential partners for implementation.
Charrettes’ Impact on Milwaukee
In Milwaukee, this approach has led to real, measurable impact. Charrette recommendations have been incorporated into City Requests for Proposals, Business Improvement District marketing, aldermanic priorities, and public and private investment strategies. Over the past decade, 13 charrettes across Milwaukee have helped leverage more than $300 million in catalytic investment—often spurred by strong local leadership and the clarity of a shared vision.
A few transformative outcomes include:
- Concordia 27 in the Near West Side, redeveloped into wellness, office, event, and housing space ($20 million), with adjacent sites along 27th Street now being activated
- The Griot Apartments and Black Holocaust Museum, transforming the former Garfield School ($16.6 million, 71 housing units, including 30 affordable units)
- ThriveOn Collaboration, repurposing a former department store into a community hub with housing ($100 million)
- Pete’s Fruit Market, turning a vacant Walgreens in Bronzeville into a vibrant neighborhood grocer ($4 million)
- Bronzeville Creative Arts & Technology Hub ($28.7 million) and Bronzeville Center for the Arts ($30+ million)
- Milwaukee Enterprise Center, now home to 59 affordable apartments and nonprofit offices ($21 million)
- Former Milwaukee Public School, converted into senior and affordable housing ($9.7 million, 48 units)
More Transformation to Come
Although NWSP’s 35th Street Charrette Design Day has ended, the work continues. Each of the five architectural teams that participated in the event will continue to expand on their design proposals in the coming months before presenting detailed plans at a community meeting this summer. This will offer another opportunity for neighbors and stakeholders to engage with and help shape the future of these key sites.
Be sure to follow the NWSP blog and social media for updates on how the charrette process continues to shape the neighborhood’s future.
