Discover Downtown Wausau’s Hidden Gems

Considered by many as the gateway to the Northwoods, Wausau's charm shines in the small, character-filled spots tucked throughout downtown. From cozy cafés to locally loved shops and creative corners, these hidden gems are what make the heart of the city quietly unforgettable.

With the Wisconsin River ribboning straight through Wausau, it comes as no surprise that the city’s hub is situated near its banks. To start an idyllic day in downtown Wausau, head to the River Edge Parkway. Paved for easy walking or biking, it runs nearly four miles and presents pristine waterside views. It also joins up with two parks, including Riverside Park and Picnic Island.

If you cross the bridge just north of the River Edge Parkway, you’ll find yourself smack dab in the Wausau River District. This is the heart of downtown, and it’s chock-full of shopping stops. There’s The Norwegian Wood, a retro locale that feels as if Joni Mitchell made a stop in Wausau and outfitted it with her favorite wares. It features new, boho apparel alongside throwback offerings like vinyl records and vintage finds.

To immerse yourself even more in the central Wisconsin culture, there’s also The Local, a fresh and stylish collective of 90 Midwest-crafted brands, showcasing items like handmade jewelry, houseplants, knit hats and more. Object Homewares is geared toward cottagecore devotees, with cozy goods such as stoneware mugs, wool blankets and beeswax candles. Magnolia Soap & Bath Co. is all made locally and contains only plant-based ingredients. The shop stocks sumptuous-smelling bar soap and shower supplies but also has you covered when it comes to laundry and pet must-haves.

Janke Book Store is the state’s oldest bookstore (established all the way back in 1874), and it’s where you go to slow down and breathe in all those tomes you can’t get enough of, like a sizeable selection of local history and Wisconsin-related books. It’s also packed with journals, magazines and art supplies.

Evolutions in Design is so much more than a place for plants and flowers—it’s a full sensory experience. Every corner reveals something unexpected, from local artifacts and quirky treasures to artful displays that feel more curated gallery than traditional shop. Yes, you’ll find lush blooms and stylish houseplants, but you’ll also uncover surprising gifts, one-of-a-kind décor and creative vignettes that make exploring the space half the fun.

The Center for the Visual Arts is full of surprises—starting with its historic bank vault tucked inside the building, now repurposed as a distinctive gallery space. With four professional galleries hosting nearly 18 exhibits each year, you’ll find everything from striking sculptures to intricate textiles. And if discovering art isn’t enough, you can make your own: the CVA offers a variety of hands-on classes for adults and kids, giving visitors a chance to tap into their creativity in truly memorable ways.

In a city known for big outdoor thrills, it’s these tucked-away indoor treasures that spark creativity, inspire curiosity and warm the soul long after your visit.