Fromagination

My favorite thing in this place has to be the cheese orphans. It doesn’t appear to be discounted, but it is nice that you can buy many small slivers of different cheeses when you just want to sample or chew on different ones. In addition to cheese, they also sell jams, honeys (including a spicy honey!), and some knick knacks. It’s almost like Madison’s version of a gift shop when you’re looking for something to bring back home.

Fromagination is a very small shop, packed full of people and oozing to the brim with items for sale. So many adorable and cute things to buy! Plus a million and one types of cheese.
They have just about every cheese you could possibly want which is fun but the prices! The prices on the cheese and all the cute gift items were quite astronomical. They had a couple of cheeses out to try but they had clearly been sitting out for awhile… they were dried up and didn’t look at all appetizing so we didn’t dare touch them. I walked in excited about the shop but my four friends and I walked out empty handed & confused.

Compare to Zingerman’s in Ann Arbor — and these guys get blown away.
The markup is like 50−80% above what you can pay elsewhere. Bought a hunk of young Gouda and when we unwrapped it it was moldy and mostly rind — and we paid $ 50/​lb and I see online other shops selling the same cheese for about $ 30. I did not buy a Yahara Bay apple brandy for $ 80 which I later saw online for forty something.
They have nice stuff– but they seem to not be delivering the best value.

What a cute find!
All kinds of good cheeses from Wisconsin and other places. Bought a couple to take home for Christmas brunch. Store was cute and smelled good inside. Lots of different cheeses to try. Store was decorated well and lots of other trinkets for sale. Will definitely come back here to try other cheeses.

Oh my sammich.
We’d heard of this place, and made a specific point of having lunch here during our weekend in Madison. It exceeded expectations (and they were high).
Just walking past the counter of cheeses to order a sandwich was inspiring. I was initially a little disappointed when the cashier turned and grabbed the pre-​made sandwiches off the shelf, but it didn’t last long. We lingered in the shop for a little, and then went outside to eat. (There’s no where to eat in the store.)
And then I died and went to sandwich heaven.
I got a Specialty and my husband got The Best of the Midwest. The Brie and cranberry on mine was awesome. The sunflower seeds on the thick, crisp bread were a nice touch. Husband’s sandwich managed to contain a dozen flavored and you could taste them all.
It was a deeply satisfying experience for any meal, much more so for a sandwich. I don’t know if I can ever eat another sandwich again.

Awesome cheese shop with lots of other goodies (food and non-​food), too many to list. If you live in the area, you must make a routine visit. If you don’t live in the area or are from out of town, you must visit. During my one week stay in Madison, I visited Fromagination twice, both times to pick up their sandwiches to go. D-​licious!
They have a couple of tables outside of their store, in the shade of the trees, for customers to sit and enjoy their purchase.

This shop is a dream. Visited again with a friend from San Antonio this weekend and fell in love with it all over again. The variety of cheese available is incredible. Several samples were available for the curious palate. My buddy had questions and the staff was more than willing to address his questions regarding choices and even TSA cheese policies.
Last time we were here I stuck to the front of the shop. Realized this time that there is a huge selection of locally brewed and distilled goodies on display. Had we not been on a tight airport related schedule, we would have stayed much longer.

What a great little cheese shop. Selection and service were great. I’m surprised I’m not finding places like this all over Wisconsin.
Parking and location are both a bit lacking. It’s worth the trip. Make sure you have meter money. Maybe they’ll open a shop in Middleton.

What a cool shop with such helpful workers!
I went in to get a specific cheese. There’s so much cheese in the counters that I just asked for what I wanted instead of looking for it. I was the only one in the shop so I could have plenty of assistance.
They had the one cheese that I wanted and then since it was for a gift I asked the worker to select a couple other similar cheeses for me to add to the gift basket I was going to make. She picked out two more and let me choose how much I wanted. I ended up getting 1 lb. of one blue cheese and .5lbs of two other blue cheeses for about $ 40. They also gave me a $ 9 lunch bag to help me get them home unmelted and gave me an ice pack!
In addition to the cheese to go they have a small sandwich menu and sell other things that go with wine — serving and gift items. They also give free samples — both those set out on the counter and of anything in the cases you might want to try.
I liked that the workers either had to or did come around from behind the counter to get the cheese out. The counter cases open out into the store from the front. This is great in my opinion as it puts the staff next to you and the implication is just to be more helpful. If I lived here this is just the kind of shop I would love to frequent and become well known at.

Always a wonderful selection of cheeses and meats. A very knowledgable staff and willing to give suggestions. Fromagination has broadened my cheese horizons.
They also have a fantastic set of crackers and things to go with cheese. This is a must stop on Wednesday nights for Concert on the Square.

Stumbled on to this cheese shop while walking around Madison. What a find! A true cheese shop with a great selection of local cheeses. Helpful staff. I purchased three cheeses.

Knowing that our spring break hosts will expect cheese from us, coming from Wisconsin, we turned to this well-​known spot for all things fromage.
Our original mission was to ask if they had some nice cheese we could, say, bring in our carry on bags, and how long could it sit out in room temperature, but we were quickly derailed by the panoply of other edible and tasteful gifts lining the store. Though relatively smaller in space than I expected, we were able to browse unbothered, until we finally pulled it together to approach the counter.
Our man behind the counter had all the answers we could hope for («the FDA says 4 – 6 hours, but really any of the cheeses sitting out right now except those in the fresh case could handle the trip, especially in this weather») and was passionate («really, these need to sit out for 30 minutes before consuming — it’s like wine it needs to decant… but I’m getting off topic»). Our answers satiated, we looked forward to coming back just before our trip to make the purchase, but lingered around a little longer.
Suddenly he appeared with a board, no words, just two specially cut samples of cheese. We sampled those. Then we talked about the cheese. Then we looked at some more cheese. He asked if we wanted to try any of the other cheeses.
We were indecisive; we are not the cheese experts, we thought, just the tasters. Without another word, he picked up a cheddar block (after I had poo poo’d on cheddar — bold move) and cut us another two samples. This european cheddar, this was not your orangey, in your face cheddar.
I changed my mind about cheddar at first crunch, and we had a short discussion on crystallization. We left with half of what was left of that cheddar and ate the whole thing that night, paired with a bottle of wine from Square Wine Co down the street.

Great selection and friendly staff
Sometimes picking cheese can be overwhelming. You might know a few kinds you want while searching for something different can lead you to too many options to choose from. The cheese had handy labels with descriptions detailing the type of milk and how it tastes so you had a better idea of what things were before asking for help. One employee was nice enough to give us a sample plate to help us and another assisted in recommending toast that didn’t take away from the cheese we wanted to present.
Bonus points for the alcohol selection, though I didn’t check the prices

Don’t be fooled, it isn’t just cheese!
When I think about a store dedicated to cheese, I think about only going in a place like that for holiday gifts, not every day shopping. BUT! This store has so much more than just cheese (although their cheese selection is amazing). They have wine, and chocolates, and they also serve food. They have wonderful sandwiches and salads that you must try.
Most importantly, they sell macaroons. MACAROONS. I am always in search of delicious, sweet, colorful macaroons and I am left empty handed most times. Fromagination has filled this void in my life by selling boxes of these treats in various flavors. They are near the back of the store, in the cooler next to the sales counter.
I know I sound so silly raving about sweets in a primarily savory shop, but I am not ashamed of my sweet tooth!

Fromagination. is. awesome. I’ve only been two or three times in my visits to Madison, and believe me — it was more than enough time to fall heads over heels for this cheese shop. The inside is completely covered in magnificent dark wood and glass, and is chock-​full of cheese as far as the eye can see. They have specials each month, offer free samples of really high quality cheese, and in general seem to offer local and foreign cheese options that have easily been the best cheeses I’ve ever tasted to date.
I don’t know what more to say then to make a stop here if you get the chance! It’s in the heart of downtown and the quality of the cheeses sold is off the charts. From 1-​year aged cheese to 15-​year aged cheese, they have it all! And best of yet, they KNOW the cheeses really well. In other words, not only do they sell it, but they’re connoisseurs of it all at the same time. If you don’t know what to get, just ask and they’ll help!
If I were to knock it for anything, maybe sometimes the staff is aloof, and some of the prices of the accompaniments are definitely overpriced (like the chocolates and crackers), but really if you’re there for the cheese you won’t be disappointed! Even if you don’t want to buy a huge chunk of some specific cheese, grab some of the inexpensive cheese orphans at the front counter, take a bite, and be sent to cheese heaven.

Fromagination is an adorable boutique type shop that’s straight out of my cheesiest dreams. The selection of cheese and cheese related items here is fantasmic. So. Much. Cheese. It doesn’t just stop there though, they also have a nice selection of cured meats, cheese servingware, candies, dry snacks, jams, beer… and the list goes on. The store is tiny, but there are so many unique and cool things to oggle that you don’t want to miss.
That being said, it sucks that such a great, unique store lacks so much when it comes to customer service. The workers here give off a pretentious vibe and are very curt. I had a few questions and was looking for something in particular but it was impossible to get the attention of any of the staff. I guess having your back turned to the counter and unwrapping stuff is more important that focusing on customers in the store.
I did end up choosing my own cheese and buying it, but the worker who rang me up wasn’t very friendly and at that point I didn’t feel comfortable trying to ask about anything else. Sorry for giving you my business? You’d think that a store that is so specialized with so much to offer would be more forthcoming with trying to educate customers so that they can really enjoy their products. Guess not.
Good selection, but the experience is almost equivalent to going to the grocery store deli and picking out your own cheese. The customer service just doesn’t exist here. Heck, the deli guy at the grocer’s would probably be more friendly and I’d bet that it’s probably cheaper there too.

Stopped by and got a few cheeses and sandwiches.
Picked up a black truffle brie (a friend who adores french cheeses from his time there absolutely devoured it), some l’exquis d’rgental (a double cream french cheese) that was similar to a salty creamy butter with a cheesy overtone — completely spreadable on my crunchy rolls (delicious), and a mapley/​nutty fenugreek gouda from wisconsin (went very well with slices of apple and cured meats and bread).
The cheese selection is quite good and I only could try a small morsel of what they offer.
As well I ordered a signature turkey sandwich with cranberry relish and the roasted chicken with its flavorful smoky chipotle spread. The knock on these were that they are served cold and the chicken wasn’t that great (overcooked). Half of the sandwich was saved for home and heated in the oven producing a gooey chicken/​cheese sandwich that was much better. If Fromagination would serve these sandwiches warm I could see topping by for another sometime but I wouldn’t eat them cold again.
I’ll be back come summer time to sit outside and have a cheese sampler.

Unbelievable cheese and gourmet food store on the capital square next to Inn on the Park hotel. The staff is very helpful in this place and really knows their cheese. They often have little samples available to taste or ask them to taste any of the cheeses in their cases. They also sell lots of other stuff like jams, honey, crackers, nuts and more. You can also buy cheese related gifts, knives, plates and other cute little items. While not the biggest store, Fromagination is someplace special and definitely worth a visit.

If they ever decided to rename this place my vote would be Cheese Paradise.
The vintage deli cases are filled to the absolute brim with fantastic wedges of some of the best cheese from Wisconsin and the world. Round wheels of delight are stacked in every inch of space in this storefront on the Capitol Square.
And somewhere they happen to find space for gourmet oils and salts, chocolates and crackers and a small selection of higher end wines and spirits.
There are also samples, and lots of them. Satori Cheese is one of my favorite WI makers and I was happy to taste their Pastorale Blend Sheep and Cow’s milk cheese. It was sweet, then cool and finished a bit smoky, largely because it’s hand dusted with a robust Hungarian Paprika.
After snapping out of about 15 minutes of vacillating between sensory overload and pure cheese bliss, my senses were tempted by a large upcycled whiskey barrel full of cheese orphans.
If you’re new to the concept an orphan is the little block of cheese that’s left after most of the wheel has been sold. It’s too small to accurately depict the visual beauty of a wedge or a wheel. So it’s wrapped tightly in cheese paper, and marked as an orphan, or as they are known in my world — the perfect opportunity to create a small (or sometimes singular) tasting party! And Fromagination has more orphans in more varieties than most stores.
On this particular visit I found a home for:
Pecarino Romano — Made in Tuscany, Italy from 100% sheep“s milk, it’s a very hard cheese that crumbles or shreds with a deep nutty flavor.
Red Rock Cheddar Blue Blend from Roelli Cheese Haus in Roelli, WI — It’s a natural rind, sharp cheddar with a blue vein that’s cave aged for 60 days and made with cow’s milk for a creamy, mild cheddar flavor laced with a pop of blue.
Hook’s Five Year Aged Cheddar — This Mineral Point, WI cheese factory has been crafting some fantastic pure and blended cheeses for over 30 years,. And if you haven’t had their aged cheddars, you haven’t lived. The longer a cheddar is cave aged, the deeper and more complex the flavors. A well aged 20 year cheddar can sell for over $ 50 per pound. So this Five Year is a nice compromise with and extra sharp full flavor.
Beenleigh Sheep Milk Blue — I’ve always been a fan of sheep’s milk cheese. They tend to be creamier and hold deeper flavors than cow’s or even goat’s cheese. This particular blue is from the Devon Region of England and melts on your palate to reveal a strong blue with subtle spicy undertones.
If you have a cheese list this is the place to go. If you want to try new cheeses this is the place to go. And if you’ve never had great cheese, this is the place to go.
Basically, if you like cheese, this is the place to go, and enjoy!

Are you looking for a place to get some locally made gifts for friends and family? Are you looking to get cheeses, beers, cured meats, chocolates, gourmet condiments and sauces? Look no further, Fromagination is here to rescue!
Friendly and knowledgeable store tenders stand behind the cheese display «fridges». Don’t be intimidated. The cheese «sommeliers» are really friendly and always ready to slice you a little piece of whatever cheese you’re interested in.
I also really LOVE the classes they have at Fromagination. The valentine’s day «Chocholate and cheese» class was so educational! Such an awesome dessert choice. If you’re interested, just ask the cheese «sommeliers» for recommendations of which cheeses and chocolates go together ;)
Also, the dessert fridge area is AMAZING. I LOVE the macaroons they have from new orleans. Keep in the freezer for months and they taste SO GOOD. Also, the gelato is really good too.
Fromagination also are really nice at supporting local businesses. For example, they have been supporters of Quince & Apple since they began! I love the mini jars they carry. Great for bringing as carry-​on gifts on the plane! Also, the wisconsin natural acres honey is amazing. And potter’s crackers. OH SO GOOD. You can get individual Gail Ambrosius truffles!!! amazing.
Cheese. I’m so grateful they carry amazing selections like Bleu Mont’s bandaged cheese YAYY, Dunbarton’s blue (blue cheese/​cheddar mix) etc etc.
Also, if you’re shy, they have various cheeses already sliced around the cheese «fridges». And other samples. LOVE Fromagination’s generosity!
Thank you Ken and the gang, you’re always the trust worthy place to go to when I need to get gifts for friends and family!