MILWAUKEE, WISCONSIN -- The artful re-use of five industrial shipping containers marked what is be the site of The Moderne, a 30 story high-rise building which sets a new standard for design in the Park East Corridor. The Sales Center served as a highly functional, yet temporary urban art piece, designed as a catalyst for development of the area. The building made a bold and creative statement about the site’s industrial past and its future urbanization.
Four shipping containers were joined in order to create the interior space, with the fifth container placed on top of the structure to function like a billboard for the project. Housed inside was a series of room vignettes with examples of the fine finishes and furnishings to be used in the high-rise project, giving prospective tenants the opportunity to experience the true character of The Moderne and its vision.
In 2007 the Sales Center was honored by receiving the Mayor’s Urban Design Award for its innovative design.