
I recently had the opportunity to visit Milwaukee, WI, for the first time (thank you FUEL Milwaukee!). And visiting cities for the first time, to me, is particularly exciting. Arriving for the first time is a pure and unadulterated experience. First impressions matter and how a city presents itself to a first-time visitor is very important. I learned this from my friend Charles Landry.

Milwaukee Art Museum
I arrived via the airport with the typical location outside of city. My host takes the highway toward the city. As we approach the Hoan Bridge, we pass amid the Port of Milwaukee. On both sides, there are mountains of bulk materials and cranes. While not beautiful, there is the appearance of activity and a muscularity that says “we work here.” As we crest the bridge (with its own very strange design element) I am startled because the city presents itself there in panorama. The city in the hills to the left, the waters of Lake Michigan to the right. And to the right, near the lake, your eye is drawn to the white sails of the Santiago Calatrava masterpiece at the Milwaukee Art Museum. It looks so different and unexpected in the tableau that one cannot help but to stare. Unexpected because this is the Midwest where modern iconic design is not the norm and that is not a shot; I am originally from the Midwest! More photos click here.
While many question the value of “starchitects” and iconic design, I have to say that my impression of Milwaukee was and is shaped in no small part because of that building. It is different and it says something about Milwaukee that no amount of advertising and marketing could equal. It says in a profound way “we are not what you expect” and that Milwaukee is looking to the future and beyond the beer brewery image of its past. The building says it in a visible and demonstrable way that one cannot deny.
Cities that are arguing over the cost/benefits of such iconic architecture should consider the context in which the new building will occur. In starchitect-rich Singapore, one more Calatrava or Libeskind is just keeping up with the crowd. In cities with a dearth of quality architecture (lots of those) or cities that need to redefine themselves in the 21st century, a new building can be a catalyst for new design and a whole host of other values.








