Wisconsin Developer Turned a Former Toys R Us Site Into Modern Living

Illinois-based developer Wingspan Development Group’s conversion of a former Toys R Us site into a “modern, innovative” community resulted in the creation of The Ruby at Brookfield Square, which opened in 2023.

The property received a 2024 CoStar Impact Award for multifamily development of the year for Milwaukee, as judged by real estate professionals familiar with the market.

The 5.7-acre complex includes furnished apartments, dedicated workspaces for residents who work from home and connectivity to the nearby Brookfield Square Mall.

About the Project: Developer Wingspan Development Group worked with Studio 222 Architects and property manager Willow Bridge Property Company on the project, which was under construction from 2021 to 2023. The company’s award submission said preleasing activity focused on selling potential residents on amenities like a 24-hour fitness and yoga center, indoor golf simulator, coworking suites and pet spa, along with “saving money by not having to go out to do fun things but being close to so much that going out is not a hassle.”

What the Judges Said: Experts said the unique site, and the gap it filled, made the development a success.”The Ruby at Brookfield Square fills a need for more housing, especially in a market with limited rental options. The close proximity to major roadways, declination retail and employers makes this project especially significant,” said James McKenna, real estate advisor with Colliers. Luke Herder, assistant vice president with Phoenix Investors, praised “reuse of the vacant Toys R Us site. The acquisition and developer has helped surge growth back into Brookfield Square Mall area.”

They Made It Happen: Tanya Wenzel, regional property manager for Willow Bridge Property Co., and Megan Patrick, property manager of The Ruby at Brookfield Square for Willow Bridge.