Executive Management, Inc., UW-Madison, Steve Brown Apartments


University of Wisconsin-Madison East Campus Redevelopment

Madison, Wisconsin

3.5 acres, 1.4 hectares

Campus Planning, Engineering, Landscape Architecture, Master Planning, Urban Planning and Design

“University Square added density and activities to an area that was really underutilized. The project really made this area come alive . . .”

—Susan Springman, Sr. Project Mgr., Mullins Group, NYT, Business Day, 02/15/12


Spanning an entire city block where the U.W. campus extends into the city, University Square is the largest infill project ever completed in Madison. This transformative project evolved from a unique public/private redevelopment effort involving multiple landowners and partners. It also ties in with the East Campus Gateway, a seven-block-long bicycle/pedestrian thoroughfare designed by SmithGroupJJR to reconnect, revitalize and rebrand U.W.’s east campus.

The firm’s site planning and design for University Square and the East Campus Mall are notable for their innovative approach to town/gown connection and sustainability, as well as the consensus fostered among the many partners and stakeholders. The mixed-use complex serves up retail and entertainment options, key student services, and desirable residences. The increased site density – from less than 70,000 square feet to 1.5 million – enhances livability and actually yields more permeable surface than before, with over an acre of green roof. Campus and community come together in the East Campus along a safe, walkable and beautifully detailed corridor with distinctive pavers, entrance features and urbane landscaping.

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