The Couture

The Couture is a 44-story mixed-use building in downtown Milwaukee combining residential apartments and retail shops in a modern glass and steel structure. The tower sits directly on the waterfront and provides direct access to Milwaukee's lakefront promenade.

The project was developed between 2017 and 2021, replacing a former bus facility operated by Milwaukee County Transit Service. This transformation marked a turning point in the city's downtown waterfront development.

The building shapes the skyline with its modern glass facade and serves as a new anchor for waterfront development in Milwaukee. Its architecture blends residential and commercial uses in a way that has changed how people experience downtown.

The building is easily reached by public transportation, particularly through The Hop streetcar system which stops at a transit concourse on the ground level. Visitors should know the site is accessible year-round, but weather near the water can be unpredictable and change quickly.

The building was financed through an innovative funding model combining private loans and government backing that required federal guarantees. This partnership approach was uncommon and helped drive waterfront revitalization despite economic obstacles.