The Couture, Mixed-use skyscraper in downtown Milwaukee, United States

The Couture is a 507-foot, 44-story apartment tower in downtown Milwaukee, completed in 2024 and the tallest residential building in Wisconsin. Its base holds a public transit concourse with a streetcar station for The Hop L-Line and a bus rapid transit station for the CONNECT 1, above which rise 322 apartments and 50,000 square feet of restaurant and retail space, with an 1,100-space parking structure.

The Couture was first proposed in 2012 and went through several design revisions. A planned 180-room hotel was dropped in 2014 after the neighbouring Westin Hotel was built, and the apartment count rose from 179 to 294 and then 322. Litigation over the sale and demolition of the Milwaukee County Transit Center was resolved in June 2015 when a Circuit Court judge ruled for the county and developer Barrett Lo Visionary Development. Groundbreaking took place on June 16, 2021, and the tower opened in 2024.

The name echoes the tower's intended role as a fashionably addressed downtown residence, though the sources record no naming ceremony. What visitors can see is the base: a public transit concourse holding the streetcar station for The Hop L-Line and a bus rapid transit stop for the CONNECT 1. The 322 apartments above began leasing in January 2024.

The base of the tower holds a public transit concourse: The Hop L-Line streetcar station and a CONNECT 1 bus rapid transit stop, so arrivals by tram or bus are direct. The 1,100-space parking structure includes hundreds of public spaces. Apartments began leasing in January 2024.

The tower's base holds a public transit concourse with a station for The Hop L-Line and a CONNECT 1 bus rapid transit stop, built into the design after a 2014 revision agreed by the developer and the city. The site was previously occupied by the Milwaukee County Transit Center, whose sale and demolition were settled by a 2015 court ruling.