Recall the excitement of the mall at its peak? The hum of consumers, the light of neon signs, the aroma of pretzels drifting from the food court? For most of us, malls were the pulse of our adolescence. But with the rise of online shopping, those formerly lively destinations are dying unless, as in the case of Milwaukee’s Grand Avenue Mall, they’re transformed into something amazing. Enter The Avenue, a $65 million marvel that’s turned a 1982 mall into a thriving urban village. I’m captivated by this transformation, and after a viral TikTok tour reached millions, it’s clear I’m not alone. Here’s how The Avenue is redefining community, sustainability, and modern living.
A Mall’s Decline, A City’s Vision
Malls aren’t what they used to be. Retail has been ravaged by e-commerce, with 1 in 4 U.S. malls still fighting or closed, according to a 2023 Moody’s Analytics report. Grand Avenue Mall, which was the pride of Milwaukee, had vacant stores and emptiness by the 2010s. However, in 2016, developers Hempel Real Estate and Interstate Development Partners, together with The Kubala Washatko Architects, envisioned something where others envisioned doom. Their $65 million vision, done in stages by 2021, transformed the mall into The Avenue a combination of apartments, offices, a food hall, and retail space that is akin to a mini-city. I adore the bravado of it: taking a relic and turning it into a home for the future.
Living Where Shoppers Once Roamed
Picture stepping out your front door into an area where storefronts once shone, now your trendy apartment’s foyer. The Avenue’s residential core pulsates in two buildings: Plankinton Clover and Playbill Flats. Plankinton Clover’s 50 units studios to two-bedrooms are drippy with style: 12-foot ceilings, vinyl plank floors, stainless steel appliances, and laundry in the unit. Some units come with glass-front verandas, repurposed from antique shop windows, evoking nostalgia mixed with modern chic. I can envision curling up in one of them, sunlight pouring through floor-to-ceiling windows, feeling as if I were in a boutique hotel.
Playbill Flats, with 138 units in a sleek tower, provides similar atmosphere studios, two-bedrooms, even townhomes for added space. Linked by internal corridors, these complexes form a close-knit community. Rents aren’t inexpensive $1,315 for studios, $1,485-$1,700 for one-bedrooms, plus $150 for parking but in a market where Milwaukee’s average one-bedroom clocks $1,600, the amenities make it a bargain. It isn’t merely a place to reside; it’s a lifestyle, stitched together out of the mall’s foundations.
Amenities That Spark Joy
The Avenue’s amenities are next-level. The old promenade? Now it’s pickleball courts, buzzing with residents laughing and lobbing. I’m no athlete, but I’d be tempted to join in. There’s a fitness center for humans and a dog wellness area think agility courses and a wash station for furry friends. A private clubroom lounge invites cozy nights or lively gatherings. Secure parking seals the deal. My favorite? The 3rd Street Market Hall, a food lover’s heaven a skywalk away, with vendors and attractions such as indoor golf. It’s not a food court; it’s a gathering square where dinner is a night out.
A Viral TikTok Tour
The Avenue’s magic went viral on social media thanks to @SaritaLatasha, who works in the area. Her clip, which has 1.5 million views, sweeps across once-storefronts-now-trendy-apartments, pickleball courts, and that pawsome wellness area. “There’s actually people living here now,” she exclaims, her voice filled with wonder. I understand watching a mall get transformed is amazing. Her post, “Milwaukee is undergoing a mass renovation! Investors tap in!!
” set fire to compliments, with remarks such as, “This is zombie apocalypse heaven,” and “We need more of these.” Sarita’s tour of a one-bedroom apartment, with its high ceilings and minimalist appliances, sealed the feeling: this is something special.
A Chorus of Online Wonder
The TikTok community lost their minds. “Better than cutting down trees for new apartments,” wrote one commenter, hitting the sustainability nail on the head.”. Another said, “A display window foyer is such a vibe! I bet the holidays are cool.” I can picture The Avenue verandas twinkling with lights, making it a winter wonderland.
Someone thought bigger: “Create a town square out of the food court with a grocery store, coffee shop, post office.” It’s a vision of community step out your door, get coffee, play pickleball, without ever leaving “town.” The enthusiasm is driven by an appetite for spaces that marry convenience, connection, and charm.
Why Malls Matter
Malls are not simply stores; they’re cultural artifacts, according to architecture critic Alexandra Lange. Those were our hangouts, first dates, family outings. Lange terms them “historical,” with windowless, atrium-centered designs that were designed to shop, not to live. Grand Avenue, 1980s grandeur, was Milwaukee’s heart. Recycling it ensures that legacy while addressing current needs.
I catch a twinge of nostalgia considering my own mall memories, but The Avenue demonstrates the way to respect the past while creating for the future.
The Challenges of Mall-to-Home Magic
Converting a mall into residences isn’t straightforward. Lange mentions the obstacles: no windows, minimal plumbing. “How do you create a humane apartment in a mall?” she wonders. Natural light is essential, and converting shops into kitchens and bathrooms is a logistical monstrosity. The Avenue gets around some of that with its sky-lit atrium, but those glass-front verandas? Lange labels such configurations “dystopian,” as in residing in a showcase case.
I get it privacy is important but The Avenue’s considered design, such as those swooping verandas, creates an intimate feeling without exposure.
It’s a high-wire act, and Milwaukee did it right.
A Smarter Way to Redevelop
Lange offers a more intelligent strategy: construct new residences on the sprawling parking lots of malls, reserving the center for shopping and services such as grocery stores or movie theaters. New Jersey’s Garden State Plaza, in the process of the Westfield Transformation, does just that adding residences, parks, and co-working spaces near the mall. It’s really a town center, facilitated by zoning reform loosening single-use restrictions.
I am enamored with this vision: a mall as a community gathering space, not an empty shell.
The Avenue combines the best of both residences within, shops below demonstrating that there is no one-size-fits-all.
Lessons from Bell Works
On the other side of the river, New Jersey’s Bell Labs, now Bell Works, reveals another way. Eero Saarinen’s 1960s gem was transformed into a marketplace and co-working facility, thanks to historic tax credits. Lange believes malls would benefit from such incentives. Few are architectural landmarks, but their cultural significance initially malls, community hubs gives them significance. I envision Grand Avenue receiving credits for its 1980s heritage, financing more endeavors like The Avenue. It’s about conserving history while meeting the needs of today.
A Green, Wired Future
The Avenue’s green credentials are strong. Reusing a mall conserves resources concrete, steel, land compared to new developments. “This is more than cutting down trees,” a TikToker commented, and I’m in agreement. Building generates 40% of world carbon emissions, according to the UN, so adaptive reuse is a climate gain. And the live-work-play arrangement reduces commutes, promoting connection.
I envision having dinner in the food hall, greeting neighbors for pickleball, all within steps of home.
It’s the sense of community we yearn in an isolating world.
A Blueprint for Tomorrow
The Avenue isn’t merely a Milwaukee miracle; it’s a catalyst for change. From TikTok virality to Lange’s observations, it’s evident that we’re starved for spaces that marry history, sustainability, and community. The Avenue, with its upscale apartments, vibrant food hall, and doggy gym, demonstrates what can be achieved when we reimagine the past. I’m inspired perhaps you are too. Might your town’s dying mall be the next urban oasis? What’s the next “vibe” to be created?
