Q1: When did The Vig announce its expansion to Milwaukee?
A1: Barrett Lo Visionary Development and business news outlets first confirmed the lease signing in mid-2025, naming The Vig as the first retail tenant for The Couture. Formal licensing and structural construction progressed throughout early 2026.
Q2: Where is The Vig located inside The Couture?
A2: The restaurant occupies a 10,000-square-foot footprint on the second floor of the tower at 909 E. Michigan Street, featuring direct views of Lake Michigan and integrated skywalk and transit concourse access.
Q3: Will the Milwaukee location show Chicago sports teams?
A3: The bar screens all major national sports, Big Ten matchups, and regional events. However, programming heavily features local Wisconsin franchises, including the Bucks, Brewers, and Packers, alongside broad sporting broadcasts.
Q4: Is the original Old Town location remaining open?
A4: Yes. The flagship Old Town location at 1527 N. Wells Street in Chicago continues daily operations, serving as the cultural and culinary blueprint for the brand's Midwestern footprint.
