Two Brookfield shopping centers could get facelifts
Proposed housing development near former quarry site also on track

By Dave Fidlin - Special to The Freeman

Jan. 13, 2015

BROOKFIELD — 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 Factory.

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 store.

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 forward.

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 month.