Building History Detail
Loyalty Building

A Richardsonian Romanesque building built as the second headquarters of Northwestern Mutual Life. The Loyalty building is a five story office building with an exterior of gray limestone. The interior is highlighted with a perfectly preserved full height atrium. In 2011 a remodeling was begun to convert it into a 200 room boutique hotel. In 1955, a second floor office space was converted into a television studio for the Hearst Corporation to make test broadcasts for WTVW, a new television station they wanted to operate in Milwaukee.

Architect: Beman, S S

Year Built: 1886, Year Demolished: n/a

Address History:
367-373 Broadway (1886 - 1929)
611-617 N Broadway (1930 - present)

Milwaukee Sentinel, October 4, 1886
Milwaukee Sentinel, March 20, 1955
MPL Historic Photos
UWM Milwaukee Neighborhoods Collection
LOC Historic American Building Survey

Wisconsin Historical Society AHI#: 16290

Record Update: 2011-03-03