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Michael's Frozen Custard East

Madison, WI

Michael's Frozen Custard

Intended to evoke the diners of old, this popular restaurant has a dual-personality: an old service station building, and a larger stainless steel-sided addition. They make and serve real Wisconsin custard -- not 'soft-serve', but extremely fresh super-premium ice cream. The interior displays Michael's extensive collection of pop-Americana.

Design Coalition has designed three stores for this locally-owned business; a store in Monroe, Wisconsin (later sold) modeled on a White Castle diner, and a spectacularly curved two-story Micheal's (unbuilt).

"before" -  the old service station

top left: "Before"

right: interior of new stainless steel 'diner'

below: Michael's on a full moon night. (viewed from the same angle as the "before" picture).

interior of the diner rear of the stainless steel diner
Michael's in the moon light

below: a typical Summer night

lower right: the rear of the 'diner' portion, with neon

bottom: interior with Americana

typical busy Summer night

interior, with collection of Americana

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