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Urban farm-to-table eatery where seasonal Wisconsin produce is transformed into inventive dishes amid rustic, plant-filled decor.
Stylish cocktails and a colorful bag of Sweet Chili Lemon Pepper chips create a playful, modern tabletop scene. • Photo by: Imaginary Factory Photo by: Imaginary Factory
Imaginary Factory stands out in Madison’s east side for its bold blend of culinary creativity, industrial-chic ambiance, and true community spirit. This is where inventive small plates, house ferments, and experimental cocktails mingle with ping pong, art supplies, and collaborative energy—making it a must for anyone seeking more than just a meal.
Recommendations based on quality, value, and visitor feedback
Item | Price |
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Imaginary Burger
Rotating burger featuring local protein (bison, trout, or venison), house-made bun with spent grains, and seasonal toppings inspired by staff family recipes.
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$14.00 |
Factory Board
Charcuterie platter with house-cured meats, Wisconsin cheeses, and pickled vegetables grown in the rooftop garden.
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$18.00 |
House Sourdough & Miso Butter
Thick-cut, tangy rye sourdough (family starter) served with whipped miso butter and a side of house pickles.
|
$8.00 |
Staff Snack
Off-menu, chef-inspired small plate—ask staff for the nightly special, often featuring foraged or experimental ingredients.
|
$7.00 |
Creative Cocktails
Signature cocktail list rotates monthly; standouts include the “Industrial Daisy” (gin, cherry, amaro) and “Yahara Sour” (local whiskey, sumac syrup, lemon).
|
$6.00–$10.00 |
House Ferments
Small bowl of seasonal fermented veggies—ask for “whatever’s fermenting” for a surprise bite.
|
$3.00 |
Imaginary Factory was founded in 2018 by local artist and UW-Madison professor John Hitchcock and a collective of Madison-based creatives. Their vision: to build a collaborative space for experimental art, design, and food that welcomes all, especially those outside the mainstream gallery scene.
The building itself is a character in the story—it once served as a maintenance facility for the Oscar Mayer plant in the 1950s, later housing a bike repair co-op and punk rehearsal space. When the Factory team moved in, they gutted and rebuilt the interior themselves, salvaging industrial fixtures and giving the space its distinctive, minimalist vibe.
Today, Imaginary Factory is both a working artist studio and a creative dining hub, known for hosting “First Friday” open studios, pop-up art markets, and hands-on maker events. The rooftop garden and hidden zine library are beloved by regulars and newcomers alike, and the mural above the loading dock signals you’ve found Madison’s most imaginative hideaway.
Chef-owner Samira “Sam” Jensen brings her experimental approach to the kitchen, drawing on local ingredients, family recipes, and global techniques. House ferments, inventive small plates, and a playful cocktail menu make every visit a fresh experience.
What truly sets Imaginary Factory apart is its community spirit—a place where art, food, and conversation come together, and where everyone’s welcome to join the creative process, whether you’re a regular or just stopping by for a taste of something new.
While the immediate area has a semi-industrial vibe, it’s very walkable and bike-friendly, with foot traffic increasing after 5pm and on event nights. The Starkweather Creek Path makes pedestrian access easy from nearby neighborhoods.
Evenings and weekends are busiest, especially during events—street parking fills up by 6:30pm. Weekday afternoons are quietest, while First Fridays and summer weekends draw the largest crowds and liveliest energy.
The neighborhood blends artists, musicians, grad students, and longtime east side residents. Madison’s urban area has 269,000 residents, with a diverse, progressive, and creative community vibe.
Tourism peaks in summer and during university events. Expect more visitors and pop-up happenings on weekends from June through August, and during major UW-Madison occasions.
Your guide to making the right choice
Creative food lovers, art enthusiasts, and anyone seeking a unique, collaborative dining experience. Ideal for small groups, adventurous eaters, vegans/vegetarians, and those who enjoy a social, artsy vibe.
You want traditional table service, require guaranteed parking, or prefer a large, predictable menu. Not the best fit for those seeking a quiet, formal, or high-end dining atmosphere.
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