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Steinhafels Madison East

Steinhafels opened their new showroom on the east side of Madison in August, 2017. The renovated building provides customers with a beautiful space to shop for home furnishings with Steinhafels signature style and offerings. The new space offers plenty of natural light in the open concept showroom, fine details such as custom soffits, tile work, paint selections, crown molding, and cove lighting to enhance customer’s shopping experience.

The interior demolition of the old American TV building included removing nearly all of the interior including the mezzanine, walls, flooring, lighting, and ceiling. After everything was cleared out Iconica’s crew set to work adding more light, energy efficient lighting and HVAC systems. They added three new large skylights, cut in windows, installed LED light fixtures throughout the showroom, and modified HVAC to maximize store energy efficiency.

Project Manager, Mike Walters, said, “The objective of the project was to transform the existing metal building structure into a space that meets the vision and level of finish that the Steinhafels team has grown to expect.  I feel we delivered on all elements and created a space that everyone involved should be proud of.”

On the exterior, a whole new facade was created to continue with the branded look of Steinhafels stores. New EIFS at the main entrance and south side of the building along with an updated entry, new colored concrete sidewalk, lighting, landscaping and refinished parking lot.

Superintendent: Kevin Morrow
Project Manager: Mike Walters and Rob Schreiber
Design: Alan Theobald
Electrical: Dan Dehnert
Project Assistant: Laurie Nelson
Related projects: Steinhafels Greenfield showroom is slated to open fall, 2017.
Other Steinhafels showrooms built with Iconica: Madison West, Waukesha, Kenosha, Menomonee Falls, Vernon Hills, Oak Creek, and Appleton

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Madison, WI


115,040 SF

Aug. 2017


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