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State Street Mall

Mixed Use
Urban Design

Spanning a full mile of downtown Madison’s State Street, the Madison Mall was an exceptional master planning effort that reimagined the concept of the pedestrian mall, greatly enhancing the thoroughfare’s visual character and sense of place.

By the early 1970’s, State Street was an open space that prioritized automobiles. Often described as a corridor, these uninviting conditions necessitated and inspired a comprehensive master plan effort. Paul Friedberg was brought in to hold a design charrette for the redesign, collaborating with a wide range of stakeholders including business and property owners, shoppers, students, and residents.

In addition to establishing a visual presence for the mall, many infrastructural improvements were made to the streetscape including sidewalk and roadway enhancements. Friedberg was adept at observing and in turn understanding how people tend to utilize public open space - his design for the Madison Mall showcases this understanding in its offer of ample and shaded seating nooks, water features, paving hierarchies, and plazas.


Madison, WI


City of Madison


Planning; Urban Design; Streetscapes


1 Mile





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