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Black Aesthetic Design Details at the Black Business Hub in Madison, WI

The Black Business Hub


The Hub is a state-of-the-art center of commerce and entrepreneurism.  This collaborative project was designed to reflect and embrace the Black Aesthetic. The exterior and interior design incorporates elements of asymmetry, intense use of texture, pattern and color, angularity, and openness. Angularity is evident on the exterior silhouette, with bold, clean lines and angles.  The exterior palette is simple, dominated by black textures, and accentuated by a bold pop of red, that draws the public in and defines the atrium space.  As you move inside, the aesthetic is embraced, through angular lighting, bold flooring including custom patterned carpeting and an epoxy-poured floor in the atrium, as well as feature walls at the elevator banks with one-of-a-kind linework by JLA’s interior design team.

Given the variety of tenants, The Hub was thoughtfully constructed to accommodate a variety of functions and activities while promoting connectivity and collaboration. Each space is designed to meet the needs of the end user, while still incorporating elements of the Black aesthetic. The atrium is a grand two-story entrance into the building, featuring floor-to-ceiling windows that flood the space with natural light and connect the building with its surroundings.  This serves as a gathering and event space and was designed to accommodate up to 12 pop-up shops.

The Hub is located at the southernmost gateway into Madison, visible from the Beltline Highway, and located in the heart of Madison’s oldest multi-cultural neighborhood. It is home to a combination of retail & commercial spaces for businesses offering food products, technology, entertainment, personal care, and financial services. A rentable commercial kitchen will also be available at the facility. Over 100 Black-owned businesses and entrepreneurs are expected to be supported by the Hub.

2023 Daily Reporter Top Project

Categories: Community & Nonprofit, Corporate, Retail & Restaurants
Location: 2234 S Park St, Madison, WI 53713
Completion Date: July 2023
Project Data:

78,672 s.f. four-story building, including:

  • Flexible, two-story atrium space to accommodate vendor kiosks and events
  • Office suites
  • Support services
  • Co-working spaces
  • Two anchor tenants including a space for a restaurant
  • Event space
  • Commercial kitchen
  • Rooftop terrace

JLA assisted with the tenant buildouts for:

  • Urban League of Greater Madison
  • Madison Black Chamber of Commerce
  • Hope Communities
  • Forward Community Investments
  • Safe Communities
  • Exact Sciences (space planning only)

Project Gallery

“Our intent was not to just build a building to house businesses but … (to build) an economic support system that allows businesses from every different stage to grow and develop and have the support right here…We’ll have more economic development support in this building than any other building in the whole state.”
— Ruben Anthony, President & CEO, Urban League of Greater Madison

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