Laughing Tap

The George Watts & Sons Building is a historic gem located in Milwaukee’s East Side Commercial District. Constructed in 1925 by Martin Tullgren & Sons, the two-story structure is a striking example of Mediterranean Revival architecture. Its richly ornamented terra-cotta façade, produced by the American Terra Cotta Company of Chicago, reflects the height of 1920s design, when terra cotta was prized for its affordability, decorative versatility, and ease of maintenance.
For more than 90 years, the building was synonymous with fine crystal and china as the longtime home of George Watts & Sons Team Room & Shop. The Watts family closed the store in 2016, marking the end of an era.
Today, the building is owned by Continuum Architects + Planners, who are committed to preserving the integrity of the original structure while adapting it for modern use.
The first floor is now home to The Laughing Tap, a stand-up comedy club originally founded in Milwaukee’s Walker’s Point neighborhood in 2020. After surviving the COVID-19 pandemic through community support and livestream performances, the club went on to find success producing shows featuring national headlining comedians alongside local favorites. In 2025, owners Matt Kemple and Kaitlin McCarthy made the decision to relocate in order to accommodate larger audiences, moving into the George Watts Building in October of that year.
Renovations carefully balanced new functionality with historic preservation. Much of the original woodwork and architectural detailing has been maintained, including a distinctive 10-foot section of wall, complete with a Dutch door, which is thought to have once served as a coat check. This feature was relocated and repurposed as the venue’s box office. Even newly added elements such as the bar were designed to match the original wood tones, ensuring a cohesive blend of old and new.
Today, visitors can experience a unique fusion of Milwaukee history and contemporary entertainment in a beautifully preserved 1920s setting. The Laughing Tap’s design reflects a deep appreciation for the building’s original era, with art deco–inspired choices that complement the 1925 architecture while creating a warm, inviting atmosphere for modern audiences.