Iconica Designs MSCR West Adaptive Reuse Expansion in Madison

A former OfficeMax is not the first place one might imagine sunlight from above, a warm water pool, or a double-height play space — but that’s exactly what Iconica brought to the MSCR West Expansion project. Building on a growing partnership, Madison School & Community Recreation called on Iconica to provide architectural and engineering design services to expand upon the design completed in 2023. The addition will add 25,000 square feet dedicated to recreation, wellness, family activities, and community gatherings.

A shared color palette connects the two projects, while the addition develops a character of its own by introducing rounded forms, sculptural seating, and playful moments that soften the former retail environment. A mural-lined walkway bridges the two buildings, extending the community storytelling that defines MSCR West into the transition between old and new. Skylights bring natural light directly into the former retail space, shifting the inward-facing character typical of big-box retail and creating a brighter interior that feels easier to navigate and more connected to the outside world.

Movement, Play, and Space to Gather

Aquatic Center

Inside, a warm water pool will support active aquatic programming for all ages. The pool includes a built-in accessible ramp, making access feel designed into the experience rather than added on. Caregiver viewing areas adjacent to the pool deck provide clear sightlines during lessons and programming without crowding the pool area itself.

Full-Sized Gymnasium

The gymnasium is designed for versatility, featuring a full-court hardwood floor that accommodates a high school-sized basketball court alongside three pickleball courts and two volleyball courts. The increased capacity means MSCR can host larger groups, run more concurrent programming, and serve more of the community.

Double-Height Play Area

For children and families, the design introduces one of its most memorable moments: a whimsical double-height play area built around sensory engagement and exploration. Interactive projected floor games, busy boards, custom pegboard activity walls, and an elevated viewing platform with protective netting create a layered, imaginative environment. Sculptural seating brings discovery and joy into everyday moments, while cozy sensory spaces offer comfort and calm for those who need it.

Inclusive Locker Rooms & Family Amenities

Men’s, women’s, and family locker rooms are fully ADA-accessible, with adult mobile changing tables to support users with varied needs. Lounge areas with workspaces and power outlets let parents and caregivers stay productive while their kids are in programs. Reading nooks and custom seating provide quieter gathering spots throughout the facility.

Staff Spaces

The project also makes room for the people behind the programming. Additional offices will support MSCR staff, while a skylit staff lounge gives the team a dedicated place to recharge and doubles as a flexible community space for programming when needed.

Built on an Award-Winning Foundation

The expansion builds on Iconica’s existing partnership with Madison School & Community Recreation. The original MSCR West facility was an adaptive reuse project that transformed a vacant big-box retail space into a 30,000-square-foot recreation center. It earned recognition from the International Interior Design Association (IIDA) and established a relationship rooted in listening, responsiveness, and community-centered design. See the original MSCR West project.

The new addition carries that spirit forward while giving MSCR West a new dimension: lighter, more playful, and distinctly its own.

Continuing the Community Story

One of the original project’s defining gestures was making the MSCR community visible — murals of local participants turned the people served by MSCR into the visual identity of the space. New mural opportunities in the addition will extend that idea, allowing the expanded facility to hold more faces, more stories, and more local pride.

What Comes Next

With design complete, construction is anticipated to start in the summer of 2026. The project stands as a testament to what adaptive reuse can accomplish, transforming a former retail corridor into a community destination dedicated to recreation, wellness, and connection for generations to come.

Diana Miller, who has been part of this project from the start, shared what the collaboration has meant from MSCR’s side:

“I just wanted to express my gratitude for all the work you are doing with MSCR on this project. It is great to work with all of you and I so appreciate how much feedback you ask for and how well you listen! I have great confidence that this building addition is going to be amazing! I really love working with all of you and your extended Iconica team!”

— Diana Miller, Madison School & Community Recreation

Interested in what adaptive reuse could do for your space? Let’s talk.