Fromagination

If there was a cheese shop in Harry Potter Fromagination would be it. It’s a magical place with friendly and helpful staff. It’s been on my list of cheese places to visit in Wisconsin for a while now but I’ve never been able to make it on Saturday before they close. Today was the day! We tried a Gouda that was delicious and left with cultured butter with Calabrian Chilis from Landmark Creamery. It was a first brief visit and we will definitely get back when we are in town.

Great place. The staff were incredibly helpful as I wanted to ship cheese to a friend in Oregon while we were visiting. Very knowledgeable. If we were staying longer, I would have bought all the cheese! We also purchased several sandwiches because the staff were so delightful. Highly recommend Fromagination.

In the midst of another trip on our family’s quest to visit all 50 states, we made it to Wisconsin this week. My husband is a major turophile, so I knew we had to seek out some great cheese in WI. We planned a stop in Madison to tour the state capitol and an extensive Google search kept directing me to Fromagination! And allll the reviews praised Will. Will this, Will that, even “Will delivered my baby…” So, Fromagination it was. We walked in, asked for Will and told him we only needed cheese, not birth assistance. He jumped to it. He’s seriously the most personable, friendly, and knowledgeable cheese monger we’ve ever met. My hubby knows and LOVES cheese, domestic, international, all of it. Nice selection of cheeses, great atmosphere in the shop, plus all the fun extras you could want. Will hit all the right notes for us. This visit was the highlight of our day! Thanks, Will.

My coworkers and I were in Madison for the day and decided to stop by Fromagination after noticing their poster at the airport. From the moment we walked through the door, Will made us feel welcome and immediately took us on the most wonderful cheese adventure. We must have each tried at least ten different cheeses while we were in the shop, and Will had a story for every one of them. While we were there, the shop received a shipment, and Will went out of his way to track down a cheese that he wanted us to try. He truly is a cheese guru and could easily answer any question we had about the offerings. Without a doubt, this was some of the most exemplary customer service I’ve ever experienced. In the end, I purchased the Marieke Pesto Basil Gouda, Marieke Reserve Gouda, Roelli Little Mountain, Roelli Red Rock, Roth Buttermilk Blue, and Hook’s Ten-Year Cheddar—all of which made a wonderful addition to my homemade charcuterie board. I can’t recommend Fromagination enough, and I look forward to visiting again the next time I’m in Madison.

We visited the store twice in one day. That is how good this place is. You can sample before you buy. This place reminds me of Germany and the way to shop. Small specialized store. They have everything you need for a picnic. Or a nice lunch or dinner. We selected two goat milk cheese, some nuts, crackers, NA drinks and some caramels. Prices are fair, quality is good, service was very nice. Only complaint was the groups, people coming in group to a small store ignoring that there are others too. After we settle for the picnic we ate everything. We enjoyed every single item we purchased and we wish we lived closer to keep enjoying the business. Do not miss this place whole visit Madison.

There is nowhere else in America that you will find a better cheese store. The range of cheeses they carry is wide and they have the nicest people. If you go in person you can taste their delicious offerings, but even if you’re not there you can place an order. I’ve sent people so many different assortments, from picnic baskets full of delicious cheeses, meats, chocolates, crackers, jams, and more, to simple packages with six or seven different cheeses with the trimmings. They have gone above and beyond in providing service to make sure that my gifts arrive fresh and on time. I heartily recommend them for your next gift without reservations!

Vi did an awesome job introducing us to fantastic cheeses, she even opened up a cheese just for us (which we liked so much that we ended up buying!) We left with Gjetost, a caramelized goat and cow cheese from Norway, and Hook's sheep milk truffle cheese. We also stumbled upon a Roth havarti dill in the orphan pile which we couldn't leave behind. Overall, incredible customer service and cheese. The Fromagination team are a super friendly and knowledgeable bunch, highly recommend!

What an amazing shop! As a huge cheese lover this was literally my paradise. What made it even better was my cheese guide Will being just as enthusiastic as I was. He was a real delight and even curated an amazing little tasting for us! I don’t think you’ll find a better cheese shop than this.

This is the high end cheese store in town and right on the square in downtown. Often we pop in when we are at the market on the square. They not only have an excellent selection of cheeses but other fine foods that would help you create a charcuterie board. The place is packed with everything you need to entertain. The staff is very knowledgeable. The prices are high but not a surprise. A fun store to just browse. Glad we have this resource here.

The sandwiches and Mac and cheese are fantastic! The store is so cute and fun to walk around while you're waiting for your food to be made fresh. You can try all kinds of samples and the staff is friendly and doesn't make you feel bad or awkward for asking for samples (that can be a problem in other places!) There is nowhere to sit, so have a plan in place for where you're going to take your food to eat. In the warmer months, walking across the street and sitting on the lawn or the capitol is an excellent option!

LOVE this shop. Such a treasure. So many wonderful things to explore. Super accommodating staff and no shortage of unique gifts and tasty treats. Make this a must stop anytime you are in Madison.

Excellent customer service! Came here with 2 of my co workers because Wisconsin is supposed to be known for their cheese right?! Can't say I've ever been in a cheese store either. I got 3 different cheeses. The bang bang, the rattle snake and a gouda cheese. I didn't try any but took the word of my co workers on which ones they liked. I did ask what the spiciest was as my boyfriend likes spicy. The rattle snake is not a taste option but I got 1 for my boyfriend to try as he loves spicy. Over the years Ive developed a little lactose intolerant but I love cheese! So many choices to choose from and I love how the staff is so friendly helping each customer. I also got a jam that is said to be a great pairing for the gouda. Now I can make a cute little charcuterie board at home. Can't wait to bring my cheeses home to my boyfriend to try. Thanks for the hospitality Fromagination and Vi!!!

It was a yummy sandwich but kind of disappointed it wasn't made to order. It also did not have enough mustard on it, kind of a dry sandwich. Loved the focaccia tho!!

This store was the highlight of our trip to Madison. Fromagination sits right off the Capital and has an exceptional inventory of not just cheeses but meats, accoutrements, beers, wines and so much more! We started with sampling some excellent Wisconsin cheeses served by knowledgable staff who directed us to some of their recommended ones. We also picked up some mustards and a book on charcuterie plates. Not to be outdone, we actually came back for lunch to try their sandwiches. I had to go with the great Wisconsin and it did not disappoint. While immense, it had great flavors and loved the mix of salami and fresh toasted bread. The store itself is so quaint and well decorated. Free samples are available along with some of the most friendly service I've ever experienced.

Well we are in week 3 of our Wisconsin trip, cheese has been eaten - lots of it. But wait.. we have a day left in Wisconsin and still need to go to Fromagination. We bought lots more cheese, these Wisconsin peeps know their cheese. Super friendly and knowledgeable Pablo was like a bee round a honey pot. The country castle Limburger was more than stinky and all our clothes had to be washed after putting it in our rucksack. The Blakesville Creamery goat cheeses were to die for. There are lots of other non cheese gifts to buy as well as other food pairings. Don't miss this great store even though you have already been to every creamery in Wisconsin. You betcha you forgot one somewhere along the route.

Attention cheese lovers, this is a must stop! Cheeses from around the world, highlighting 3 Wisconsin Master Cheese makers. Fromagination is a treat for the senses, and a great place for speciality gift basket for a friend. They have local teas, mustards, jams, jellies, crackers, spreads, dried fruits, specialty candies, cheese classes and much much more! A wonderful assortment of sandwiches, beverages and desserts, for nearly 20 years. Sidewalk seating where you can enjoy a veiw of the capitol. The staff are very friendly & knowledgeable of all the cheeses & are there to help you find the perfect cheese to delight your pallet. Stop in next time your strolling around the capitol & awake your love of cheese!

This place is a Madison MUST! I always enjoy stopping by to pick up a specialty cheese, a sandwich, or just a snack. The employees are polite, helpful, and so knowledgable, making an overwhelming choice of cheese seem more manageable. You can try a sample of nearly any cheese to make sure you like it before you buy it too. On Saturdays, they sometimes have cheese makers from creameries come to talk about their cheese while giving out samples. Beyond cheese, they have an amazing assortment of accompaniments, lots of locally sourced goods, and sandwiches, which are great too! If you want a true Wisconsin cheese experience, this is your place to stop. Couldn't recommend it more.

Amazing!!!! They have an amazing variety of cheese offerings in a beautiful store full of amazing helpful experts. You can curate the perfect weekend platters or just get a simple brick for your day-to-day. Bonus, ask about a desert cheese platter. Last time they helped me with some great choices that went well with a semi-sweet pear dish. Don't let the location scare you. Cheese prices are reasonable for the quality (although it's irresponsible of me to say for). If you're on a budget, keep your eyes on right-sized cheeses, not the pricey but fun accoutrements . Save those for unique gifts.

If you like artisan cheese Fromagination is the place to go. They have lots to choose from as well as all the things you might need for charcuterie. They are always very helpful and friendly. You're able to sample the cheeses as well and they are experts at helping with the selection. We got two styles of their sandwiches and both were enjoyed. Worth a trip!

Fromagination is a go-to spot whenever I'm downtown. They serve some of the best sandwiches, featuring fresh ingredients and a wonderful variety of cheeses. The atmosphere is always lively, with staff offering cheese samples at every corner! It's definitely worth stopping by for a delicious sandwich or to pick up some cheese to take home!

I went in on a Saturday while visiting Dane County Farmers market. The place was not super busy. Somebody right away attended me, explaining different cheese and giving some samples. It was a pleasant experience. Their most popular cheese was pleasant ridge reserve cheese, which I liked. Orphan cheese section had many cheeses in small quantities. I took hooks 15 year cheddar, and it was real sharp. Wensleydale with cranberries was my favorite cheese. It was a cows milk cheese from England with cranberries in it. Not super complex, but I liked it. The rattle snake cheese from deer creek was their spiciest cheese. I liked it. It gives a nice kick to the cheese. Fig and black tea preserve was an exotic, but delicious preserve. I took a bourbon barrel aged maple syrup. It tasted nice. It was expensive though. 50ml (1.7 oz) for $10. They sell a couple of racelette cheese in store. But they dont serve it over a sandwich. I also took their original sandwich, which they was really a prepackaged. It was good.

One of my go to sandwich shops! I'm always surprised by Fromagination's sandwiches. They're my favorite place to find charcuterie, but their sandwiches are amazing! Huge portions, high quality ingredients. Other than sandwiches and charcuterie, this is a great place to find unique small gifts or snacks. Lastly, the staff are amazing and will always help point you to exactly what you're looking for.

Definitely worth the trip! The staff Is friendly and quite knowledgeable about the cheese. The service could be a little faster, but that's really not an issue. My biggest gripe is there is nowhere to sit down and eat. The sandwiches are tasty, somewhat creative and they hit the spot. I'll be back, but it's not my favorite. Great atmosphere, large variety of fromage and perfect for quick lunch or snack

Cheerful whilst sampling Good chocolate selection & quality Why so many characters? Where's gacpacho

Delicious cheese offerings. Wonderful employees who are welcoming, kind, knowledgeable, and generous. Ready to go back on our next trip to Madison!!

Madison is an awesome place to visit. Everyone was super nice. When I first went to Fromagination, I was greeted by the sweetest gentleman who welcomed me with open arms. When I came back with my daughter the same guy welcomed me back. Unfortunately, he was NOT the same guy who helped us with the cheese tasting. I was excited to try the cheeses and by the 4th one, this guy said it will be the last one I was trying for the day.... (It was 4:30pm and not like they weee closing up) So I ended up just buying three cheeses and some meats. He wasn't very enthusiastic to let us try the cheeses. I don't know why cause I read on other reviews, they let everyone try as much as they wanted. So we were disappointed with this exchange and it left a bitter taste.....

I came in today for the first time and I was so happy I passed by. Everyone I met was so friendly and willing to help and explain their products. Ian answered and gave me numerous taste of the wonderful cheese selection. There is no doubt he knows his cheeses. Needless to say ... I will be returning next time I'm in Madison ... so easy to find literally across the street from the state capital building. They gained a new customer !!!

Wide selection, great service and information on cheese options and wine pairings - and right in the Capitol Square. Considered the best shop in the Madison/Dane County area.

I usually don't eat a lot of dairy because it doesn't sit well with me but I still do appreciate a great cheese once in a while. I was in town for a wedding with my partner and my mom had recommended we stop by Fromagination because my partner really loves cheese. We had intended just to wander the store a little while we waited for a table to be ready at a nearby restaurant for lunch. However, once we saw the sandwiches we quickly changed plans. I had the pasture harvest sandwich, with was equal parts sweet from the maple mayo and fresh with the crunch of Granny Smith. The Swiss on it was absolutely worth the potential stomach ache later in the day. My partner's Pranzo Picante was also delicious, although he enjoyed it so much, I barely got a bite. The perfect stop for a light lunch after a morning at the farmers market eating all sorts of delicious treats.

Was visiting from out of town and wanted to bring back cheese from my trip to WI. The staff were super helpful as my mother had requested an award winning aged blue cheese and they knew immediately what I was talking about. They also made wonderful selections based on types of cheeses was desiring to try. Very welcoming and a large assortment of cheeses. I am not a local, but would come back to Wi to just visit and purchase at your store!

I went there according to hours on Yelp. I opened the door at 1000 and the man said they don't open until 1030. Good for them, bad for me! In town on business, doing a long walk. Won't be back today but looks like they don't need any more customers! Cheers!

Seriously the best sandwiches I think I've ever had! My partner and I shared the Val D'Aran and the Great Wisconsin. The latter turned out to be double decker, so we still had half of that left. Both were delicious and complex in their flavors. The customer service was also lovely from the moment we walked in the door. We were treated to a free cheese tasting - not just a couple samples here and there, a whole planned-out flight! That alone inspired two purchases, and I also couldn't resist grabbing a few of their small cheap pieces left from the ends of larger blocks. There's also a great selection of other treats, kitchen goods, and tchochkes. Really good place for gift shopping. I will say I'd recommend skipping the mac and cheese, believe it or not. It was room temperature, quite dry, and not very cheesy. But that couldn't detract a star from the excellence of everything else!

Tiny, but mighty. A lot of dairy product purveyed in this small space, plus accompaniments. I ordered the Pranzo Piccante, which was an upscale mixed Italian on the best damn bread I've tasted in a long while- their web site describes as a three cheese miche. There was a definite sharpness of high quality Romano and some ineffable unami in the mix as well. I was going to stop at eating half, but holy crap this is is good, so I went all in.

Need to build a charcuterie board? Look no further. My husband and I don't eat a lot of dairy, but when we do, this is exactly the place that we trust to find something high-quality that is worth indulging! The staff was so helpful & friendly. They helped us select a few sheep & goat milk cheeses that fit our preferences and let us sample everything before we committed. They also helped us pair the cheeses with jams and meats. They have everything you need to build the charcuterie board of your dreams; jams, dried fruits, nuts, mustards, chocolate, wine, beer, accessories, savory spreads, crackers galore (including GF), cookbooks, etc. This would also be a great spot to purchase a gift!

Overall, these were solid sandwiches. I would make a few tweaks and I've had better but would come again. The stars of the show is the salt and pepper aioli and the breads were amazing! My husband had the Great Wisconsin sandwich which was lacking a sauce, something spicy would be good but the cheese bread was delicious and so soft. I forgot the name of mine but it was turkey, Brie, cranberry preserves and I subbed tomato for lettuce. The sunflower bread was delicious! The Brie lacked a little flavor so I added the aioli which helped. Overall good, not outstanding.

Came in looking for curds, it's a Wednesday and they come Thursday. They felt bad I didn't get the cheese I wanted so hooked me up with free samples of some amazing cheese! Had I had a better way to transport back home I would certainly of done this but I'm on the road for travel so not ideal. Will certainly be back! The staff is awesome and knowledgeable!

Excellent service, great variety of Wisconsin cheeses. My favorite Three chili pepper gouda.

I went here for my first meal in Madison and was impressed by the ambience. I thought it's just the typical cheese shop with cheese selections, but this place takes it a whole new level and makes the ambience very bougie and a little rural. Not only do they have cheese, but also they have meats as well as olive oils and mustards. When I walked in, they gave me hot apple cider to make myself warm and comfortable so that was a plus. Cheese sampling outside is limited but you can ask for samples. There are so many options of cheeses you can choose from, ranging from the local Wisconsin cheese by Carr Valley, Hook's, Uplands, etc) as well as out of state/country cheeses from Switzerland, etc. I got the cheese platter with 2 cheeses and 1 meat. One of the cheeses is recommended by someone working there and he honestly picked the favorite of the two, and the other cheese I got the Landmark Anabasque. I opted for the goat salami for the meat. You get mustard, pickles, raisins, and crackers as the accompaniments of the cheese platter, which is great as it is pretty much a charcuterie board. As you carefully select the cheeses, they give you ample time and unlimited amounts of sampling to get the cheese you want, so while the price is a bit higher compared to some of the places I walked by that offer prie fixe cheeseboards, here, you get the flexibility of choosing the cheese you want! I even got to sample the most expensive cheese they had, which was the 15 year aged cheddar which is very sharp and strong. Not for me, but it was a great experience just to try that out.

Such a cute cheese shop in Madison! I picked up two cheeses on my drive back to Chicago and they were both so good! I highly recommend this shop! The people who work at this store know their cheese!

Besides the fact that cheese is expensive in general and that that certainly applies here, it is worth the flavor that you get. 10-15 year aged cheddar is delicious but so are just about any of the hard cheeses. The staff help you select what you want and let you taste the cheese. I bought in total probably 1 pound of cheese for about $35 and got a sandwich as well. At first the sandwich for $9 looked underwhelming but it actually tasted great and the bread tasted homemade and good, not grocery store kinda bread. Overall, this is a solid stop to come to when traveling in Madison! Don't think it would be too sustainable getting cheese here all the time though.

Wisconsin is known for cheese, so it was a no-brainer to stop by and browse at Fromagination. Located right on the square downtown, they have cases and cases of cheese, including plenty of local Wisconsin cheese. I can't eat as much cheese as I used to due to my lactose intolerance, but it was still fun to look. What's also good is they don't just have cheese, but also sandwiches and salads and other snacks, so picking up a sandwich allowed me to try a little bit of the cheese without going overboard. We got the chile ancho chicken sandwich, which had roasted chicken breast with a poblano pesto spread, salad greens, and Wisconsin provolone cheese, and sat outside the shop to eat. (They had a whole section of tables and chairs outside, very comfortable.) The bread was soft and soaked up all the flavors of the pesto, the chicken was great, and you could definitely taste the provolone, which was so good and tied it all together. Very glad we stopped by Fromagination.

Get ready for a treat! Upon visiting WI for the first time, I was prepared for tourist-trap outlets with mediocre product and inflated prices. What a surprise! This shop is like a stereotypical old hole-in-the-wall bookshop from a '50's movie with the owner who knows everything about the specially curated books. If you let them, they show you a little magic, too. Yeah, but cheese. Business will ship most products. Prices are amazingly low for what you get. Has classes available. Wide variety of hand-picked cheeses, chocolates, hard candies, tea and sausages. No snobbery allowed. Do yourself a favor. Take a minute to let them ask you about your tastes and provide complimentary products. Learn how to eat an award winning cheese and you will be forever grateful.

Have eaten here twice and it never disappoints. The sandwiches are amazing! The cheese selection is very impressive. The staff is beyond friendly and very helpful! Cannot recommend this gem enough!

Amazing cheese selection and super helpful staff. Great for unique gifts. Some of the best cheeses I've had.

If you're looking for a high-quality selection of cheese, then Fromagination is the place to go! We've been to other cheese shops in the area, but those tend to have the 'touristy' vibe and did not feel very professional. The staffs here were very friendly and there was a wide selection of cheese and other Wisconsin products to explore.

When it comes to high-quality selection of cheese, Fromagination is the store that I believe has it all! There is another cheese shop close by that I felt was not professional to tourists. The staff here provided exceptional service and really delivered on the wide selection of cheese and other products related to the state. They always offer lots of samples to ensure that each customer finds the one that fits their taste and palette as well as offer online shipping to your home.

Best cheese around! We received the best service from the most knowledgeable staff member! Told him which cheeses we like and he offered samples and recommendations! Every sample offered was perfect, if you're a cheese lover and ever in Madison, stop here! Great staff!!

I was visiting from California and randomly stopped into what ended up being my version of Disneyland. Wow. What a dream. The space is beautiful and created to make shopping enjoyable and pleasing to all the senses. With a menagerie of high quality, local yummies, it was hard to choose. Charlie came to the rescue and let me know that I didn't have to make all the choices then and arranged to have my (growing) order sent to my home. Charlie matched and exceeded my energy and love of cheese and they were able to provide the story behind each local item. Incredible, personalized service! I received my package in perfect condition and coolness 2 days after I got home. So, now I get to enjoy the local gems of Wisconsin here in Southern California. This morning I made myself a toasted English muffin for breakfast topped with floral salt and extra inning cheese (OMG) and a side of a few cheese curds and cured meat. Perfection. Thank you Charlie and Fromagination! I will be ordering online until I can visit again in person (hopefully soon)!

LOVED THIS PLACE! Stopped by during a visit to Madison. The staff was so sweet. Walked in and immediately was greeted and asked about my shopping interest. Was also welcomed to sample the selected cheese and jam highlights. There's so much offered here my friends and I spent about an hour looking around. Their food is also VERY DELICIOUS. Overall, a beautiful place.

I love the idea behind an artisan cheese shop in Wisconsin. How fitting. And the name is clever and creative. There is a wide selection of cheeses and knowledgeable cheese mongers to help you through the choices. I was impressed when I was asked to name some of the cheese types I liked so she could recommend some similar types. And sampling was generous and incredibly helpful. I mentioned Gruyere as one of my faves and that is NOT one typical of Wisconsin. However, I was able to taste one that had a similar taste profile and I ended up buying some. I read that they have a leftover bin so I looked for and sorted through that. There aren't any bargains here as it's all priced the same per pound as their normal offerings. You can, however, score some small samples to take home to satisfy your curiosity. While it's a fun place, I found the pricing to be very high. I appreciate "artisan" cheese making but most cheese I saw was $35 a pound. That clearly limits what I'm buying. After all, it's not imported. It's made here. But give it a try!

Cute little store, lots of options for cheese (and related things like jams, oils, wine, serving boards, meats, etc.). They let you sample a lot of stuff -- we got to sample a few cheeses including Roth Grand Crux Surchoix, a World Cheese Championship Winner! We bought a small cheese board too, which had a small but decent selection of cheeses, as well as plenty of accoutrements. Definitely worth a quick stop!

Wow! Friendly staff and offering assistance and samples and spent the time to discuss the different cheeses. We ended up with some 11 year old white cheddar, some Gouda m, and parmigiano Reggiano for late nite snacking. They have a "Wisconsin" sandwich and we will be back tomorrow for lunch and try all of their Artisan sandwiches

Well worth a visit for cheese lovers. Fromagination is across the street from the state capital building and the shop has a terrific selection of Wisconsin cheese. The staff is very knowledgeable and quite patient to boot. You can sample any cheese in the shop and they have a variety of charcuterie, chocolate, and merchandise as well.

Great place for any type of cheese and other snacks!

We just enjoyed our lunch as take out! I'm so pleased that they were able to skip the bread on my sandwich (I'm gluten free sadly). Even without the bread, the signature sandwich was tippy tops and my partner enjoyed the pasture harvest sandwich. Recommend them highly for a fresh and filling lunch!

Stayed at the best western park on the Capital. I wandered into Fromagination because they had sandwiches and it was close. Turns out it's a super yummy, super friendly place! I ended up going two days in a row.

Walked into this gem and felt so fall. Love the cheese here. Customer service is great! They give you an endless amount of samples wowwww! Walked out with my fave goat cheese. Thank you!