H.J. Martin and Son, a leading provider of flooring and interior finishes, is proud to announce that it has been awarded the Gold Medal in the Mixed-Use Development category at the 26th Annual Starnet Design Awards. This prestigious honor recognizes the company’s exceptional work on the Ascent, a 25-story mixed-use tower located in Milwaukee’s East Town neighborhood.

The Ascent is the world’s tallest mass timber structure and spans 493,000 square feet. Completed in just two years, the building offers a blend of residential, commercial, and leisure spaces. Its amenities include a seventh-floor pool, a penthouse level, a 7,000-square-foot retail space, a rooftop bar, a cinema, and more. Designed with sustainability in mind, The Ascent is an innovative development in the heart of Milwaukee, addressing the growing demand for high-rise living while enriching the local community. This project was completed in conjunction with the Architect, Korb, and the General Contractors, C.D. Smith and Catalyst Construction.

H.J. Martin and Son played a pivotal role in this project, installing more than 250,000 square feet of Milliken, Daltile, and Tarkett flooring materials over the span of the 10-month build. The project management team faced a challenge when the initial carpet vendor couldn’t supply materials on time, requiring a reevaluation of their plan to meet the project deadline. Instead of opting for an entirely new carpet from the new vendor, the team collaborated with the new vendor, leveraging their proprietary printing technology. This innovative approach involved printing custom carpet that precisely matched the existing color and design chosen for the spaces.

Given the distinctive architecture of the building, moisture control issues were a concern. Fortunately, the materials used in the new carpet played a role in addressing some of these moisture issues, showcasing the project’s adaptability and success in overcoming challenges.

Through a great relationship with the Starnet preferred vendor and the installation team, the job was completed on time, and exceeded the standards of the developer. Instead of being a one-time transaction, the relationship between the installing contractor, vendor and the developer has evolved into a more continuous, recurring model.

The Starnet Design Awards judging criteria were based on three key factors: creative use of flooring, integration of flooring into the overall space design, and the successful meeting of client objectives. H.J. Martin and Son’s work exceeded expectations in all areas. Starnet is the world’s largest network of full-service independent flooring contractors.  Its 171 locally owned members in North America are committed to the highest standards of excellence in the industry.  H.J. Martin and Son is one of four Starnet members operating in the state of Wisconsin.