Two aging shopping centers in the city could soon receive facelifts,
following a favorable review by a panel Monday.
The Plan Commission recommended making exterior enhancements to a
shopping center at 17300 Bluemound Road that currently houses such
retail tenants as Dunham’s Sporting Goods and Men’s Wearhouse.
While details remain tentative, applicant ICA Brookfield Venture has
unveiled a proposal to raze an outlot Kessler’s Diamonds building,
17260 W. Bluemound Road, and replace it with a 16,000-square-foot
building that would compliment the existing shopping center.
New architectural designs would be incorporated, including assorted
vignette elements that have been compared to the new Mayfair
Collection development off Highway 45 in Wauwatosa.
A few commissioners stated concerns about the size of the proposed
signage, comparing design elements to billboards. But Alderman Mark
Nelson, who sits on the commission, said: “I suspect this will be a
contemporary design that will be acceptable.”
A spruce-up also is planned at a development known as Shopper’s
World of Brookfield on the city’s northeast end at 12575 W. Capitol
Drive. Its tenant roster includes TJ Maxx and Burlington Coat
Andrew Iarussi, development manager with the center’s owner,
Beachwood, Ohio-based DDR Corp., came before commissioners with a
proposal to incorporate a brick faade design throughout the
facility, as well as a multicolored metallic scheme.
Iarussi’s designs also include enhanced screening — including
year-round vegetation — to shield the exterior of the shopping
center for residential and industrial facilities. The rear portion
of the building has some of the building’s original design elements,
when it was home to the long-defunct Treasure Island department
In other business Monday, commissioners backed a proposed apartment
development, Hidden Lake Preserve, at 13275 W. Burleigh Road. It was
well received during a public hearing in December.
Commissioners recommended rezoning about 10 acres of land to
accommodate a 113-unit housing development. Although a few questions
and concerns about the density of the project cropped up during the
discussion, commissioners gave widespread support toward moving
The Regal family, which owns the Regal Crest Apartments East and
West, bought the land and is proposing the multifamily development.
The project entails four-unit, 27-unit and 46-unit buildings.
Another component of the project is a 61-acre nature preserve area
that includes a former quarry site. Swimming will not be permitted
in the quarry, and policing is expected as visibility in the area
increases. But other recreational features — including walking
trails — could enhance public use of the area.
The Common Council will need to sign off on all of the proposals for
them to move forward. Plans call for votes to be taken later this