We had loads of fun updating the interior of the iconic tourist attraction, Mars Cheese Castle, located off Interstate 90/94 between Milwaukee and Chicago. This was the store’s second expansion in 10 years and the owners were ready to kick up the medieval-ness of the retail area which included multiple departments: wine, gift, grocery, beer/soda (aka Potent Potables), restaurant (Castle Cookery), tavern, candy, charcuterie, and of course, cheese! We started with a customer shopping behavior analysis to understand existing traffic patterns and to define three shopper profiles. We then dove deep into medieval decor/culture/language.

Some of the unique design elements of Mars Cheese Castle involved were custom printed murals on fiber reinforced plastic panels throughout the cheese department, 14′ long feast tables with 12 elaborate throne chairs and an 8′ long chandelier with antlers in the wine department (this area can be rented out for private use), custom designed castle fixtures to house gifts, four large custom wall torches, wrought iron pendant light fixtures throughout, two enormous wall murals, and several photo pop areas. Stop in and say/buy “cheese”!