Milwaukee, Wisconsin, United States
Architecture, Interior Design, Brand Activation
From its sweeping zinc-clad roof to its diversity of hospitality spaces, Fiserv Forum tells the story of the city inside and out and represents a ripple effect for the urban renaissance of Milwaukee.
The arena’s most prominent feature and the first thing fans see is the wave-like roof. Its organic form masks the arena’s footprint of nearly 724,000 square feet to give it an inviting presence, welcoming Bucks fans to enter the venue and experience the arena’s unique social offerings.
Designed to seat 17,500 for basketball and up to 18,000 for concerts, Fiserv Forum features extraordinary vantage points fine-tuned from our 35 years of arena design experience. Two-thirds of the arena’s total seats are in the lower bowl, allowing the upper bowl to be positioned closer to the event floor and ensuring every seat has a world-class view. As a result, Fiserv Forum sold out of its loft and suite inventory for the season ahead of its first NBA game.
To cater to Milwaukee’s social culture, Populous and local partner Eppstein Uhen Architects designed the interior to offer something for everyone in terms of amenities, location and price. The strategy is highlighted by three premier clubs: the BMO Club, Mezzanine Club and Panorama Club, the last of which is on the highest level of the building and features an outdoor terrace with sweeping views of Milwaukee’s skyline.
This is a first-class arena. It's Milwaukee and at the same time it's new and fresh.Darren Rovell / ESPN
Extensive glass blurs the lines between indoor and outdoor space to create an open and inviting atmosphere, while Cream City-inspired brick is incorporated throughout Fiserv Forum’s exterior and interior to give visitors a true sense of place. The arena is home to the Milwaukee Bucks Art Collection, which includes 79 original pieces and 43 photographs created by 32 artists, 22 of whom have Wisconsin ties.
While Fiserv Forum’s primary tenants are the Milwaukee Bucks and Marquette men’s basketball team, the arena was always intended to be an entertainment hub for the city to host performing acts, concerts and more. The venue booked more than 22 concerts alone for its inaugural year. In combination with the Bucks’ new training facility, the Froedtert and the Medical College of Wisconsin Sports Science Center and the developing entertainment block, Fiserv Forum is breathing new life into downtown Milwaukee.
*main photo courtesy of Kenny Yoo and Milwaukee Bucks
Facts and Figures
- LEED Certification
- Zinc Panels
- Square Feet
- $524 million
- Project Cost
- Milwaukee Mayor's Design Award
- Milwaukee Business Journal Real Estate Project of the Year
- Daily Reporter Top Projects of 2018