Maxwell Lofts Exterior

Maxwell Lofts Offers Future Residents Realistic 3D Walk-Through Before Renovation is Complete in Dynamic Walker’s Point District


Virtual Reality (VR) has streamed into the Milwaukee real estate market for the first time, in a modern marriage of technology and historic property at the newly renovated Maxwell building in the city’s dynamic Walker’s Point district (or Fifth Ward). Future Maxwell Lofts residents can now take a 3D tour of studio, and 1- and 2-bedroom apartments in the 116-unit building, slated to open in December, by strapping on a pair of VR goggles and cruising through what might be their next living space — even before construction is complete!

Built 100 years ago, Maxwell Lofts also is currently offering this state-of-the-art tech experience through its leasing office at 234 West Florida Street, Suite 208. The VR experience for Maxwell Lofts was created by KNTXT Group, a Chicago-based company that is revolutionizing the way we experience and interact with real estate not yet built. *

The true-to-life tours of the interior and some of the building’s amenities** can be seen inside the VR headsets. But anyone familiar with the area’s storied location — and the Maxwell’s famous “Milwaukee brick” — knows that the newly rehabbed five-story, light industrial building lies in a very walkable and bike-friendly neighborhood that is known as go-to destination for restaurants and nightlife. There you can find some of Milwaukee’s trendiest bars, craft breweries, distillers and artisanal food producers. Nearby parks, schools like Marquette and Milwaukee Institute of Art & Design, plus the legendary Harley Davidson Museum and other major attractions make it an ideal place to live and recreate

The $25.4 million, 79,782 sq. feet project was created by Roers Companies, based in the Twin Cities, with featured multi-family, senior and student dwellings throughout the six-state region. The Maxwell is being managed by Roers’ sister company, Core Living, which was just named one of the Inc. 5000 Fastest Growing Companies in America, ranked No. 1108 on the list with three-year revenue growth of 378%. Other partners in the project include the architect, Continuum, and general contractor, Greenfire Construction. Rents range from $1,164 (studio) to $1,437 (1 bedroom) to $1,693 (2-bedroom).

“While Roer’s award-winning apartment buildings reflect the tastes and trends of today’s urban dwellers and environment, the company also has always offered a highly creative marketing edge — like the pioneering use of virtual reality — to drive quick lease-ups of our many properties,” notes Daniel Cunningham, Maxwell Lofts leasing manager and on-site contact for the VR tours. “We’re happy to provide this first-time experience in the Milwaukee market, and look forward to our potential new residents to enjoy this fun and innovative way to check out what will hopefully become their new home in this burgeoning community at Walker’s Point.”

“We’re proud and excited to be part of the $5 billion investment of late that has been improving and expanding the city of Milwaukee and making the revival of former industrial area and historic neighborhoods a reality,” adds Kent Roers, co-founder of Roers Companies. “We know Maxwell Lofts is the perfect first project for us in this special city. The median age of Walker’s Point residents is 32, and the majority hold a college degree and are employed in a professional or management environment. Plus, the ESRI reports that 83% of residents within a half mile radius of the project are renters. These factors make Maxwell Lofts and Walker’s Point an area that readily supports a more high-end rental environment with contemporary amenities people now expect.”

View Maxwell Lofts website


More about Walker’s Point
Originally a fur trading post, Walker’s Point historically consisted of industrial manufacturing and warehouse buildings. In more recent years, Walker’s Point has become one of the most dynamic real estate markets and rapidly changing neighborhoods in Milwaukee. Numerous conversions and changes in land use are occurring. Previous warehousing storage, unused buildings and vacant lots have been converted to loft apartments, condominiums, offices and retail, reinvigorating Milwaukee for the future.

More About KNTXT Group’s Maxwell Virtual Experience – why is it so unique?

Maxwell Virtual Reality Application is the first of its kind in the Milwaukee market. What makes it so unique is that it gives prospective renters a completely immersive yet realistic experience of what their potential apartment will look like once built, with complete motion freedom and no predefined points of view. Not only can renters walk through the future apartments with motion-tracked Virtual Reality system as they are physically present in the space, but they can instantly try out different finishes and color options offered at Maxwell renovations. Different ceiling heights and beams, white or red brick, concrete or wood floors – through Maxwell VR application, Roers is allowing future renters to visualize the space like never before. Renters are not only able to see these apartments with all their unique features, but actually FEEL what living inside those walls would be like.

What makes this kind of VR applications so powerful is that it creates a win-win situation for everyone involved. It provides unparalleled experience for renters who are committing to a lease prior to construction completion, giving them a “behind the scenes” view of the project and taking the unknown out of the equation. On the other end, it allows innovative developers and operators such as Roers to start lease-up further in advance of completion and provide their prospective tenants with greater level of certainty in the final product, making it much easier to commit to a lease early on.

The VR experience was created by KNTXT Group, a Chicago-based company that is revolutionizing the way we experience and interact with real estate not yet built. Using virtual reality technology, they create fully immersive representations of buildings long before they are built, allowing prospective real estate buyers or renters to not only visualize but freely walk through and explore their future home or office space as it was actually there. KNTXT Group was listed as one of “Top 50 Start-ups in Chicago” by Built In Chicago. It was also one of 10 selected companies for WiSTEM accelerator in 2019, sponsored by 1871, No.1 ranked tech incubator in the worlds based in Chicago.

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Vishal Dutt