A Bright Moment: Trove Arts and Milwaukee's Iconic Letters
Milwaukee is a city that holds onto its roots, even as the world around it changes. Growing up here, I remember watching shows like Happy Days and Laverne & Shirley, which made Milwaukee feel like the heart of something bigger. Even though Richie Cunningham ran off to the
army, Joanie and Chachi moved to Chicago, and Laverne and Shirley relocated to Burbank over 40 years ago, many of us still feel the nostalgic pulse of the fictionalized Milwaukee we saw on TV. It’s a city that hasn’t lost that friendly, small-town vibe, despite the changes.
One of the most memorable parts of that era—the light-up letters on City Hall—still holds a special place for those who grew up here. First installed in 1906, these glowing letters welcomed locals and visitors alike, becoming
famous for their appearance in the opening shots of Laverne & Shirley, shining brightly as a symbol of the city’s warm, approachable charm. Even though they were taken down in 1988 due to maintenance costs, they remain a beloved piece of Milwaukee’s history. For many of us, they are more than just letters—they’re like a local celebrity, a beacon that symbolizes the Milwaukee
we grew up watching on screen, even if it was a little fictionalized.
So you can imagine our excitement when the Milwaukee County Historical Society invited Trove Arts to host one of our immersive art events in their stunning building—a venue with its own rich history, once an opulent bank that even starred in Public Enemies during a robbery scene featuring Johnny Depp as John Dillinger. But what truly
made this event special was the temporary installation of those very same iconic letters, now lighting up to spell “TROVE” above the beautiful old vault.
For our “Art Heist” event, this backdrop added an extra layer of magic. Guests explored historic art heists through performances and interactive elements, all while trying to solve their own art heist mystery. As they crafted their own art projects, our name—TROVE—was lit up in the famous lettering that once served as a beacon of welcome to Milwaukee, a friendly city with a rich history. It was a thrilling experience, like Milwaukee itself was giving us a nod of encouragement.
In the end, the event wasn't just about the heist or the art—it was about celebrating local culture in a setting that feels like it belongs to
the city’s history. Hosting an immersive art
experience in such a significant space, with our company name shining above in lettering that I used to see high above the city, was both humbling and exciting. It reminded us why we love creating immersive art experiences in Milwaukee and why our city, with its unique quirks and timeless charm, is the perfect place for them.
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