509 W Wisconsin Ave

Summary

The Hotel Schroeder is a 25-story Art Deco building designed by Holabird & Roche in Milwaukee in 1928. It was the flagship of Milwaukee-native Walter Schroeder’s hotel chain, which owned and operated hotels in Wisconsin, Minnesota, and Michigan. Schroeder recognized the need for additional hotel rooms throughout Wisconsin since many out-of-state visitors were passing through instead of staying the night and bolstering the local economies. The Hotel Schroeder was the premiere example of the company’s portfolio, representing Walter Schroeder’s goal to bring a modern hotel to Milwaukee as a symbol of the thriving community and to put the city on par with other large American cities in terms of the hospitality industry. In addition, the Hotel Schroeder is significant as an excellent example of an Art Deco building designed by noted architectural firm Holabird & Roche. Founded in the 1880s, Holabird & Roche was a renowned Chicago-based firm, known for their mastery of the Chicago Style. The character defining features of the style include an emphasis on verticality present in the fluting, uninterrupted cornices, and setbacks. The Art Deco style is also acutely present in the interior and exterior ornament. The exterior features low-relief stone ornament with common Art Deco motifs such as fluting, floral designs, and other figures. The interior, notably the public spaces on the lower levels, is highly ornate with gilded and metal-plated elements.

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