CLEAR GOALS, FULL SCHEDULE, CAN’T LOSE

Iconica constructs new store for Under Armour on State Street, Madison, WI.

Under Armour signed a deal with the University of Wisconsin Athletic Department in the fall of 2015. The performance apparel and fitness gear retailer wanted to have their Brand House location open in time for the fall 2016 football season. That meant a fast paced schedule with many technical problems due to the location. Iconica staff put together the plan that had to overcome many obstacles to create a retail space from a former parking lot built over the top of an old cafeteria. There were existing concrete beams and columns, a high volume of existing utilities to be rerouted, sprinkler piping upgrades, uneven basement floors, and how to get an excavator into the tight lot for the elevator pit. The high level of challenges from lot location, foot and bus traffic, other businesses and pre-existing conditions of the space, meant the team would need all of our staff united in solving problems efficiently. Iconica’s team of structural engineers and Mechanical, Electrical and Plumbing (MEP) engineers, got to work on making the old parking lot and bar into something students and sports fans would want to flock to.

Construction Project Manager, Mike Walters ensured the schedule, design, quality and all staff and sub-contractors worked together productively on the difficult project. Walters said, “There was a high volume of concerns on this job, I was really proud of how everyone worked through them and how happy the client was at the end. It is a beautiful building now where there was nothing before.”

Design Lead, Jenny Dechant worked through the city review process, updating the Certified Survey Map, site plan approval, and multiple Urban Design Commission reviews. This included updated multiple easements, and getting the required consensus between building owners, attorneys, utility companies and city officials. Jenny brought together Under Armour’s corporate architect, the mechanical engineer with Iconica’s plans and the city staff. “The high level of detail, use of systems and finishes were multifarious. I loved putting all of the pieces together along with our systems and finishes,” said Dechant.

The new sophisticated space includes two levels of retail space with a large, central staircase, the focal point from all viewing points. Large amounts of glass, red metal panels, natural wood paneling and lighting show off the retail clothing and accessories. Polished concrete floors finish off the contemporary look of the interior design. The sentiment is vibrant, athletic, and persuasive to buyers.

Under Armour was thrilled with the timeline kept, the beautiful store and their brand highlighted in Madison, Wisconsin.