M ixed -U se P rojects
New mixed-use development to feature 52 luxury residences & 6,800 s/f retail space Advance Realty investors breaks ground on boutique rentals at 1404 Willow Ave. in Hoboken
OBOKEN, NJ — Ad- vance Realty Inves- tors , a developer of urban communities through- out New Jersey, recently broke ground on a new boutique rental building in Hoboken, NJ, highlighting the lifestyle renaissance currently under- way in the city’s North End. Rising on the site formerly occupied by Hertz Rental Car, which closed in 2022, the mixed-use building will introduce 52 luxury residences and 6,800 s/f of ground-level retail space at 1404 Willow Ave. The project includes five H
the area into a dynamic life- style destination featuring modern homes, retail, parks, and amenities. Positioned at the intersection of 14th St. and Willow Ave., near the 14th St. Viaduct con- necting Hoboken to Jersey City Heights and Union City, the site is adjacent to Advance Realty’s 1404 Willow Avenue in the North End of historic Hoboken, NJ
apartments designated as affordable housing and is a key component of Hoboken’s North End Redevelopment Plan, aimed at transforming
acclaimed Harlow, a 140-home luxury rental development that played a pivotal role in redefining the North End with the arrival of Trader Joe’s and Wine Dad’s in 2017—one of the first major indicators of the neighborhood’s revitalization. Advance marked the ground- breaking with a ceremony at- tended by Hoboken Mayor Ravi Bhalla , local officials, and business leaders. The project is scheduled for com- pletion in the third quarter of 2026. “We’re excited to break ground on 1404 Willow Avenue and convert this underutilized property into a modern building that will significantly enhance the area’s ongoing transforma- tion,” said Dan Cocoziello , principal and COO of Advance Realty Investors. “This location is iconic in Hoboken, and we see it as a key gateway to the North End’s growing collection of resi - dential, retail, and recreational offerings. The groundbreaking milestone is the result of years of planning and collaboration, and we appreciate the support of Mayor Bhalla and the City of Hoboken.” “The groundbreaking at 1404 Willow Avenue marks a sig- nificant milestone for Hobo- ken’s North End, introducing much-needed affordable hous- ing units, sustainable infra - structure, and an improved streetscape to this evolving neighborhood,” said Mayor Bhalla. “This development incorporates resilient features such as green roofs and ad- vanced stormwater manage- ment, along with on-site bicycle parking, enhanced lighting, and pedestrian-friendly spaces, all contributing to a more con- nected and environmentally conscious Hoboken. This proj- ect exemplifies our city’s com - mitment to inclusivity and re- silience, enhancing the quality of life for all residents. I extend my thanks to Advance Realty for being thoughtful partners in this project.” MAREJ
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