goGLOW Expands to Brookfield with Iconica Leading Construction

After completing goGLOW’s Madison studio in 2024, Iconica is continuing to provide construction services for the brand’s new Brookfield, Wisconsin location. The project marks the next step in goGLOW’s growth in Wisconsin and builds on the success of its first studio in Madison.

For the Madison project, Iconica’s construction team partnered closely with goGLOW to deliver a finished space that aligned with the brand’s vision while meeting the practical needs of a new storefront. From managing details during the build-out process to keeping the project on track for key opening milestones, our role was centered on execution, communication, and quality.

In the project recap video, Mary Lamb, owner of goGLOW Madison, shared,

“Iconica was great to work with. We had not built out a storefront before, so they were excellent at answering questions and reaching out when there was a detail we needed to discuss or work through. That was all very easy. I truly appreciate the professionalism, the timeliness, and getting everything ready to go, as we had dates to hit for the soft opening and grand opening.”

That collaboration helped create a studio environment that feels polished and welcoming for guests. In the same video, Lamb describes the finished space as “bright and airy and welcoming,” pointing to features like “the high ceilings” and “the trim work” that helped bring the final space together.

Watch the completed Madison studio project video below:

Now, with the Brookfield location underway, Iconica is focused on delivering that same level of construction support while helping maintain the consistency that matters in a growing franchise. Every new location comes with its own conditions and coordination needs, but the goal remains the same: a well-executed space that reflects the brand and is ready for day-to-day operations.

Projects like this show the value of a construction partner who understands how to execute a branded environment with attention to schedule, detail, and finish quality. As goGLOW grows in Wisconsin, Iconica is proud to support that expansion through construction that helps each location open with confidence.