Project Strategy

This project was a real test of teamwork and creative problem-solving. One 09 Wilson is a high-end multifamily building in Madison, right in a neighborhood known for its views of the Wisconsin state capitol, the Frank Lloyd Wright convention center, and the lakefront. It represents a landmark addition to the Madison, Wisconsin skyline. As the largest residential housing development in the downtown core in 2025, this project was designed to meet the high demand for modern, urban living. The stakes were high—the owner wanted something special, but the original specs came in over budget and didn’t offer the design flexibility they were hoping for.

That’s when the GC and end user turned to us for help. We immediately reached out to our Starnet vendor, knowing her knack for finding solutions that others might miss. She didn’t just look at what was already on the market—she remembered a product from a meeting with her internal design team that hadn’t even launched yet. She made a call, got samples sent over, and worked with us to coordinate carpet and LVT options that matched the building’s needs, budget, and design vision.

The next step was getting buy-in from the design firm and the building’s ownership group. We invited them to our showroom, laid out all the options, and walked them through the benefits of the new selections. It was a big ask—switching all the flooring finishes to a product no one in the market had seen yet—but our Starnet vendor’s product knowledge and our Starnet member team’s trust in her made all the difference. In the end, we landed on a solution that was not only cost-effective but also delivered the high-end look the owner wanted. It was a win for everyone involved!