When our relationship with the Milwaukee Bucks started more than ten years ago, Coakley Brothers could never have imagined the places it would take our team, businesses, and organization as a whole.
As we celebrate 10 years as the Official Furniture Dealer and Moving Company of the Milwaukee Bucks, we wanted to look back over the years to relive some of the biggest milestones of our partnership. One that has allowed us to support an organization that was quickly transforming the team – and the city at large – into a historic juggernaut of championship and change!
The Beginning of an Era
After Wes Edens and Marc Lasry purchased the Bucks from Senator Herb Kohl in the spring of 2014, their leadership team worked hard to reimagine the team and reignite Milwaukee’s passion for basketball.
Ben Juech and Peggy Coakley quickly sensed the drive, passion, and energy this group had to transform the Bucks. Collectively, they bought into their vision and felt compelled to take a leap of faith as a corporate partner: signing on to support the organization before the new arena legislation was even approved and before the team’s future in Milwaukee was secure.
The move to Schlitz Park signaled a monumental shift for the Bucks. The new ownership team recognized that building the brand behind the team was just as important as building the team itself. Newer working spaces not only helped with employee recruitment and retention but also drew in the potential investors and corporate sponsors they were hoping to work with.
“Peggy and I just had a feeling these guys were going to be successful, and while building up our business at the time, we felt they needed our support and that we could reach our goals in partnership.”
Ben Juech | Coakley Brothers President
Becoming Project Partners
The Floh Lounge
The first project Coakley Brothers completed for the Milwaukee Bucks was furnishing a new club space at the BMO Harris Bradley Center, the Floh Lounge. This represented a small, but not insignificant step for the Bucks; investing in building amenity spaces that fans could utilize and enjoy away from their seats. This would become a primary service avenue in the coming years where Brothers and the Bucks would partner to enhance fan experiences throughout the Fiserv Forum and the Deer District.
Increasing Brand Awareness
In addition to supporting the enhancement of the Bucks brand inside the arena, another step the Bucks took to increase brand awareness was partnering with our team on three custom Bucks-themed moving and furniture installation trucks.
The special trucks put their new logo and the Bucks brand front and center on Wisconsin roads – from Milwaukee to Madison and beyond.
The NBA’s First Alternate Floor
As they continued to innovate, the Bucks became the first team in the NBA to utilize an alternate branded playing floor on game day, setting a new standard in the NBA and sports branding that has quickly become the norm throughout the league 10 years later.
Our crews would deliver the alternate floor from our storage facility to the Bradley Center on game days, and after the game, the Coakley trucks would be waiting to immediately remove the floor and store it in our facilities until the next time it was needed.
The Expansion Years
The Sport’s Science Center
As Milwaukee and Wisconsin started to rally around the Bucks, the historic Bi-Partisan Arena Legislation was passed, and the vision for the Deer District started to take hold. Major opportunities for Coakley Brothers and Brothers Interiors to support this historic growth project presented themselves.
The opening of the Froedert & the Medical College of Wisconsin Sports Science Center marked a significant chapter in our relationship with the Bucks and a shift in the overall relationship of the team with the city of Milwaukee. The 77,500 square-foot Sports Science Center was the first project completed within the Deer District.
Furnishing the Home of the Players
It was one of the biggest projects Brothers Interiors had contracted up to that point, and reflected the trust the Bucks had in our team for executing large projects.
Our team furnished the entire facility, from front offices and locker rooms to the players’ lounge and Draft Day conference room. The goal was to create a modern, bright interior that was comfortable and inviting, to carry the team through the next 50 years and provide a second home to the players between game days.
“As we set out building Fiserv Forum, our Training Center and the greater Deer District at large, the teams at Brothers have provided us valued support every step of the way. We could not ask for better partners.”
Peter Feigin | Former Milwaukee Bucks President
Furnishing Fiserv Forum
August 2016 was a monumental moment in the history of the Bucks, the city, and our organizations as ground was officially broken on what would become the Fiserv Forum. Despite fierce competition, Brothers Interiors won the bid as the move management partner and interior furniture provider for the new sports and entertainment venue.
In addition to the process of clearing out the Bradley Center, the next two years would be filled with pre-construction, construction, move, and furniture meetings to ensure the $524 million arena could be brought to life in a way that would welcome all 18,000 fans the space could support.
Designed to Last
From suites, clubs, and lounges to amenity spaces and everything in between, we worked with our large network of manufacturers to find furniture, fixtures, and equipment to fit the space and withstand annual use by hundreds of thousands of fans.
In addition to furniture procurement, our team was managing the receiving, inventory, storage, and distribution of all assets for the arena through our warehouses across Milwaukee.
Leaving a Legacy
For eight weeks – once the major interior construction was complete – we would deliver, place, and install all furniture in the new arena.
The Fiserv Forum was a huge project that solidified the status of the Bucks in the heart of Milwaukee and showcased our ability to handle projects of complex scale. It was a great honor to leave our legacy on a place of such significance in our community.
“If you think about the intricacy of Brothers Interiors and the way we designed, the way we furnished this arena and then the ability to bring in the Coakley Brothers side of this for the logistics and the ability to move, the ability to warehouse, the ability to distribute furniture – I think they’ve really helped define how projects like this should be executed.”
Peter Feigin | Former Milwaukee Bucks President
Natural Evolution
We are excited to continually work with the Bucks to update spaces in the arena to adapt to fan feedback, amenity needs, or major interior changes.
Outside of furniture needs for the Bucks interior environments, we’re also continuing our work with the Bucks in a moving capacity as their ‘Official Moving Partner’. Every year, whether it’s from Florida or Washington D.C., we’re bringing players, staff, and coaches to their new homes in Milwaukee. We also transport equipment across the country to locations like Las Vegas for their summer league play.
Community Involvement
Both the Bucks organization and Coakley Brothers are driven by a shared mission to give back and create positive change in the community they have called home for a combined 200 years.
Whether it’s supporting local students through quality education, helping victims of violence find safety, or improving the lives of underserved populations, we understand the impact that Good People Doing Good Work has on our community.
Our long-standing partnerships with local organizations enable us to contribute to the well-being and vibrancy of our neighborhood while fostering deep connections to its people. These opportunities have been highlights of our careers, bringing our teams closer together for the good of our community.
Bucks Health and Wellness Space
Brothers Interiors was honored to be the furniture provider for the Bucks new Health and Wellness Clinic at Schlitz Park. In this transformative space, patients can receive free, personalized obesity management treatment, along with customized fitness and nutrition regimens.
Designed to prevent and treat obesity within under served populations in Milwaukee, the Bucks Health and Wellness medical program kicked off one year ago under the formation of Bucks co-owner Wes Edens; Dr. Elizabeth Sharp, Edens’ wife; and the Milwaukee Bucks Foundation.
The program’s new 4,000-square-foot clinic features five private patient rooms, two labs and dedicated spaces for physician and dietitian consultations. A first-of-its-kind program in the NBA, Bucks Health and Wellness combines three pillars of health – personalized medical care, exercise and nutrition – and has been designed with expert advisors and the Bucks’ performance and sports nutrition departments.
The Gallagher Club
Gallagher Club is a premier, invitation-only VIP space within Fiserv Forum, designed to elevate the luxury hospitality experience for Milwaukee’s most distinguished guests. Conceived as an exclusive retreat inside the city’s world‑class sports and entertainment venue, Gallagher Club blends refined design, elevated amenities and a highly curated atmosphere to deliver an unmatched experience at Bucks games.
The project transformed a previously underutilized area of the arena into an elegant, high‑end environment featuring intimate seating zones, custom millwork, premium finishes and dramatic lighting. Every design choice was made to balance comfort with sophistication, ensuring the space feels both warm and impressive. Gallagher Club offers guests private bars, chef‑driven food service and seamless access to arena seating, creating a fully integrated premium experience.
The Next 50 Years
We’re excited to see the future of Milwaukee play out before our eyes as new investment continues to build up the 414. Our partnership with the Milwaukee Bucks stems from a shared dedication to uplifting Milwaukee and celebrating our community’s energy, vitality, and diversity.
With projects like the new Health and Wellness Clinic, it’s clear the Bucks’ devotion to the people in our community is deeply ingrained in the foundations of their organization – and we’re honored to be a part of it.
Over the last 10 years, the Milwaukee Bucks and Coakley Brothers have partnered to develop world-class facilities located in the heart of Milwaukee, and with a shared commitment to success, community empowerment, and innovative growth, we plan to continue moving Milwaukee forward for the next 15, 30, or even 100 years. play.
Contact us
For more information on interior design, move management, construction, or facility management services, contact us today.