In 2015, Populous and Eppstein Uhen Architects (EUA) partnered with the city of Milwaukee and the Milwaukee Bucks to envision a new downtown destination for the city. The new arena, known as Fiserv Forum, serves as a catalyst for Milwaukee and a showcase space sending ripples throughout the sports and entertainment industry. To make it all happen, the venue weaves Milwaukee’s culture into a variety of premium and general admission experiences and spaces to host group or corporate gatherings before and after events. The design team immersed itself in the city’s industrial heritage and culture, from brewing and Cream City brick to the arts and, of course, the Milwaukee Bucks. Layers of regional history and geography guided the design of each level in Fiserv Forum.
Nestled underneath the main concourse level and overlooking Fiserv Forum’s expansive atrium canopy is the mezzanine level. Its namesake hospitality space, the Mezzanine Club, serves up a lush hideaway and premium experience for fans with sideline seating.
The experience starts with branded VIP elevators and escalators taking patrons up to a warmly lit Mezzanine Club lobby, featuring reclaimed wood and bronze-paneled walls. From there, they pass underneath blackened steel portals and through custom-patterned glass entries.
Once inside, the club’s concept of a modern forest retreat comes alive with a material palette including reclaimed hardwood walls, rich creams in plush carpet, reclaimed Cream City brick, and blackened steel architectural detailing. Two bars bookend the club, each clad in bronze panels and featuring a blackened steel canopy which wraps down the back wall covered in a bronze, gold, and silver antique mirror. The center of the club opens to the atrium and features four linear fireplaces, a cozy mohair-covered bench, and gold leaf cocktail tables.
Populous and EUA worked with Milwaukee Bucks leadership to carefully craft every detail of the club down to the artwork on the walls. The artwork is part of the Milwaukee Bucks Art Collection spread throughout the arena. The collection includes 79 original pieces and 43 photographs created by 32 artists, 22 of whom have local Wisconsin ties. The interior design team collaborated with lighting designers to choose the best lighting to properly highlight each piece of artwork depending on the room’s lighting temperature and the artwork’s medium.
Because of all these intentional design choices and more, the Mezzanine Club is the crown jewel of Fiserv Forum’s hospitality spaces. Taken all together, these spaces authentically reflect Milwaukee’s culture while providing fans with the ultimate in contemporary comfort.
View additional submissions in the Club Spaces category for ALSD Spotlight 2019.