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Traction Factory Exterior

Traction Factory

Milwaukee, WI

Traction Factory, a marketing and media company, hired PRA to transform a windowless 1920’s block building into a new office space that complemented and supported the creative nature of their work but also felt authentic to the building’s industrial roots.

Large steel industrial windows replaced the walls, a balcony was added to provide outdoor meeting and break space, and the interior was lightly refurbished to maintain the patina of time.  New piping, ducts, and lighting were chosen to appear historic, and furniture and partitions were custom-made to complete the effect. Even the lobby more closely resembles a factory break room.

Traction Factory transformed a former factory.  The old is new and the new is old.

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