Thanks to a proposed partnership between Visit Brookfield, the City of Brookfield and Irgens, the vision for a Brookfield Public Market – which has been a year in the making – is looking more and more like it could be a reality.
The new Brookfield Public Market is envisioned as a transformative project for the north end of Brookfield Square Mall that will incorporate a variety of retail establishments along with a collection of food and beverage vendors in a versatile and exciting community-focused space.
Nancy Justman, president and CEO of Visit Brookfield, notes that the project, which will employ Kahler-Slater for its architecture, will be family friendly and will aim to elevate Brookfield’s strong reputation as a great place to visit, live, work, shop and dine.
“Brookfield is home to well over 100 restaurants,” says Justman. “And listening sessions with local residents have told us that citizens would like a focus on local flair. So we’ll be focusing on carefully curating local vendors and concepts that haven’t made it to Brookfield yet. The goal is definitely to bring something new to the area.”
Irgens Executive Vice President Tom Irgens says that talks are already underway with a local, independent grocer and a Milwaukee-area cultural group to join the tenant roster at the Brookfield Public Market. He said plans for the rest of the Irgens’ 16-acre site include a mix of high-quality retail and medical office uses and that the company currently is in discussions with several potential tenants.
The Public Market is proposed to be a two-story building that includes a large bar, an event space and 12 vendors. The plans also include a striking design for a glass, peaked building that connects to an outdoor area with a retractable roof to allow for year-round use.
Outdoor seating and other adjacent spaces for retail and commercial offerings are being incorporated into the plan.
As part of a three-way partnership between the City of Brookfield, the non-profit Visit Brookfield, and the private sector, Irgens; Visit Brookfield will purchase approximately 2.1 acres from Irgens for the public market and gathering space. The plan calls for Visit Brookfield to own and operate the Public Market, and Irgens will stay involved in the project while developing the remainder of the 16-acre site.
Other planned uses for the site by Irgens include Bluemound Medical Commons, a two-story medical office building, and other high-quality retail uses that will complement the overall development and broaden the city’s tax base.
“The north end of Brookfield Square Mall is poised for an exciting transformation, envisioning a vibrant new future centered around a dynamic public market as an inviting gathering space,” says Justman. “This catalytic redevelopment promises to breathe new life into the area, offering a diverse array of local vendors, tempting food and beverage options, and a continuous calendar of engaging events and activities.
“From bustling market days to lively community gatherings, this revitalized district will become a hub for residents and visitors alike, fostering a renewed sense of place and opportunity in Brookfield. Just as the successful Brookfield Conference Center helped transform the south end of the mall, this project will transform the north end.”
If all goes according to plan, Justman says that the Brookfield Public Market project is likely to break ground in 2026 with the potential of an opening in 2027.
As a passionate champion of the local dining scene, Lori has reimagined the restaurant critic's role into that of a trusted dining concierge, guiding food lovers to delightful culinary discoveries and memorable experiences.
Lori is an avid cook whose accrual of condiments and spices is rivaled only by her cookbook collection. Her passion for the culinary industry was birthed while balancing A&W root beer mugs as a teenage carhop, fed by insatiable curiosity and fueled by the people whose stories entwine with every dish. Lori is the author of two books: the "Wisconsin Field to Fork" cookbook and "Milwaukee Food". Her work has garnered journalism awards from entities including the Milwaukee Press Club. In 2024, Lori was honored with a "Top 20 Women in Hospitality to Watch" award by the Wisconsin Restaurant Association.
When she’s not eating, photographing food, writing or planning for TV and radio spots, you’ll find Lori seeking out adventures with her husband Paul, traveling, cooking, reading, learning, snuggling with her cats and looking for ways to make a difference.
