52-Unit Mixed-Use Complex Pitched for Hoboken’s Willow Avenue

1404 Willow Ave Hoboken 4
Image courtesy of MVMK Architecture.

A developer with a large stake in the northern end of Hoboken is hoping to take a step forward later tonight towards constructing a new mixed-use project that aims to activate a prominent corner.

A community meeting was held on January 31 to present plans for a parcel at 1404 Willow Avenue that was once home to a Hertz rental car facility. The property is owned by a subsidiary of Advance Realty, the developer behind the nearby Harlow complex that houses a Trader Joe’s supermarket.

1404 Willow Ave Hoboken 1
Image courtesy of MVMK Architecture.

Advance Realty’s latest project is situated directly across the 14th Street Viaduct from that development along a pedestrian-only roadway. Designed by MVMK Architecture, the proposed development would rise eight stories and include 52 residential units.

The residences at the complex would break down as two studios, 20 one-bedrooms, 24 two-bedrooms, and six three-bedrooms. Per Hoboken’s ordinances, 10% of the development’s units would be set aside as affordable housing.

1404 Willow Ave Hoboken 2
Image courtesy of MVMK Architecture.

The ground floor of the complex would liven up the streetscape a bit, as it would sport two retail storefronts with a combined 7,400 square feet. Café and restaurant uses are proposed at the spaces, which could add outdoor seating along Willow Avenue and 14th Street.

1404 Willow Ave Hoboken 3
Image courtesy of MVMK Architecture.

While 52 spaces for bicycles are included in the new building, the proposal does not include any new vehicle parking component. A total of 28 off-street parking spaces would be provided directly across from the site at the Harlow’s existing parking garage.

1404 Willow Ave Hoboken 6
Image courtesy of MVMK Architecture.

Amenities within the potential complex include a 1,200-square-foot common space on the second floor and a 2,148-square-foot indoor amenity space on the top floor. The design of the building includes an extensive green roof plus a 705-square-foot common roof deck.

1404 Willow Ave Hoboken 5
Image courtesy of MVMK Architecture.

The plan as proposed requires some amendments to the North End Redevelopment Plan. The modifications include creating a new site called 9A from the plan’s existing site 9, a move being requested to avoid impacting future development at the remaining lots.

The developer is also asking for changes regarding building height in the zone, requesting the incentive maximum building height be revised from 80 feet above the Designated Flood Elevation (DFE) to 85 feet above DFE.

The Floor Area Ratio (FAR) at the property would be increased to 4.20 from 3.65 under the proposed changes, and several adjustments involving setback requirements would be needed.

Advance Realty is in the final stages of negotiating a redevelopment agreement with officials and Hoboken’s City Council is scheduled to vote tonight on the proposed amendments to the redevelopment plan. The developer estimates a two-year timeline for construction, which could begin later this year if a redevelopment agreement is approved by the summer.

Advance Realty has been active in the city’s northern end. Besides acquiring The Metropolitan complex and re-branding it as The Bexley, the company won approvals to build a 56-unit development at 1417 Adams Street two years ago following a lawsuit over the project’s initial rejection.


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