Hoboken city officials and the team from Advance Realty Investors celebrated the groundbreaking for a new boutique rental building at 1404 Willow Avenue. The mixed-use building at the foot of the 14th Street Viaduct will house 52 luxury residences and 6,800 square feet of ground-level retail space. Five units have been designated as affordable housing. The site was once occupied by Hertz Rental Car, which closed in 2022.
Slated for completion in fall of 2026 the project is a key component of Hoboken’s North End Redevelopment Plan and Hoboken Mayor Ravi Bhalla, local officials, and business leaders were on hand for the ceremony. The redevelopment plan envisions Hoboken’s once-industrial North End as a commercial and residential hub with modern homes, restaurants, retail, parks, and amenities.
“The groundbreaking at 1404 Willow Avenue marks a significant milestone for Hoboken’s North End, introducing much-needed affordable housing units, sustainable infrastructure, and an improved streetscape to this evolving neighborhood,” said Mayor Ravi S. Bhalla. “This development incorporates resilient features such as green roofs and advanced stormwater management, along with on-site bicycle parking, enhanced lighting, and pedestrian-friendly spaces.”
The design for 1404 Willow comes from Hoboken-based MVMK Architects and Living Systems. The building will feature oversized studio-to-three-bedroom homes averaging 903 square feet, complete with modern and sustainable design elements. Amenities include a fitness center, co-working space, lobby lounge, a second-floor landscaped terrace, and a rooftop deck equipped with grills and fire pits.
“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 transformation,” said Dan Cocoziello, Principal and COO of Advance Realty Investors. “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.”
1404 Willow will join a growing North Hoboken neighborhood that includes dining and entertainment options such as Mile Square Theatre, the Hoboken Biergarten, Orale Mexican Kitchen, bwé kafe, Gravity Vault indoor rock-climbing gym and the Harborside and Northwest Resiliency Parks. The Uptown Farmers Market under the viaduct is open Saturdays from May to December. Commuters will have easy access to public transportation, with NJ Transit buses to Port Authority one block away and NY Waterway ferry service to Manhattan only five blocks away.
The developer, Advance Realty Investors, located in Bedminster, specializes in revitalizing urban neighborhoods and transforming underutilized properties. 1404 Willow Avenue marks their fourth project in Hoboken, joining The Harlow, Edge Lofts, and The Bexley.
