ADVANCE REALTY INVESTORS BREAKS GROUND ON BOUTIQUE RENTAL BUILDING AT 1404 WILLOW AVENUE IN HOBOKEN’S REVITALIZED NORTH END
New Mixed-Use Development Will Transform Former Hertz Site Into 52 Luxury Residences and 6,800 Square Feet Ground-Level Retail
HOBOKEN, NJ – Advance Realty Investors, a visionary developer and leader in creating vibrant urban communities throughout New Jersey, recently broke ground on a new boutique rental building in Hoboken, NJ, highlighting the exciting lifestyle renaissance currently underway 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 square feet of ground-level retail space at 1404 Willow Avenue. The project includes five apartments designated as affordable housing and is a key component of Hoboken’s North End Redevelopment Plan, aimed at transforming the area into a dynamic lifestyle destination featuring modern homes, retail, parks, and amenities.
Positioned at the intersection of 14th Street and Willow Avenue, near the 14th Street Viaduct connecting Hoboken to Jersey City Heights and Union City, the site is adjacent to Advance Realty’s 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 groundbreaking with a ceremony attended by Hoboken Mayor Ravi Bhalla, local officials, and business leaders. The project is scheduled for completion 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 transformation,” 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 residential, 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 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, all contributing to a more connected and environmentally conscious Hoboken. This project exemplifies our city’s commitment to inclusivity and resilience, enhancing the quality of life for all residents. I extend my thanks to Advance Realty for being thoughtful partners in this project."
Luxury Living Meets Sustainable Design
Designed by locally based MVMK Architects and Living Systems, 1404 Willow will feature a forward-thinking design that incorporates oversized studio-to-three-bedroom homes averaging 903 square feet, complete with designer finishes. Residents will enjoy an amenity-rich lifestyle, including a stylish lobby lounge, fitness center, co-working space, a second-floor landscaped terrace, and a rooftop deck equipped with BBQ grills, fire pits, and ample seating for dining and relaxation. The building will also integrate sustainable design elements, promoting a healthier, eco-conscious lifestyle.
A North Hoboken Hub on the Rise
Residents at 1404 Willow Avenue will be immersed in the vibrant atmosphere that defines Hoboken. Within walking distance are popular dining and entertainment options such as Mile Square Theatre and the Hoboken Biergarten, as well as excellent dining at Orale Mexican Kitchen and Barbes, and cozy coffee spots like bwe café. Nearby attractions include the Gravity Vault indoor rock-climbing gym and the Harborside and Northwest Resiliency Parks. The Uptown Farmer’s Market operates Saturdays from May to December under the 14th Street Viaduct.
Commuters will benefit from convenient access to public transportation, with NJ Transit buses to Port Authority located just one block away and NY Waterway ferry service to Manhattan only five blocks away. Route 495 is also easily accessible, offering a quick route to the Lincoln Tunnel, New Jersey Turnpike, Newark Airport, and other destinations.
Councilman Phil Cohen, who represents the 5th Ward where this project is located, stated:
“The groundbreaking at 1404 Willow Avenue represents a new life for the abandoned Hertz site. This project on the north side of the viaduct will become an inviting Hoboken gateway, complementing Advance’s Harlow building on the south side of the viaduct. Featuring beautiful new homes with inviting amenities, 5 affordable units, sustainable green features, and a ground floor restaurant, this project will make Hoboken’s emerging “North of the Viaduct” community even more inviting, as we transform Hoboken’s abandoned industrial Northwest into a vibrant and welcoming community.”
A Legacy of Urban Transformation
Advance Realty Investors has built a reputation for revitalizing urban neighborhoods, transforming underutilized properties into thriving, mixed-use communities. 1404 Willow Avenue marks the fourth addition to the firm’s Hoboken portfolio, joining The Harlow, Edge Lofts, and The Bexley.
Beyond Hoboken, the company has played a pivotal role in Harrison's evolution from an industrial town into a vibrant, transit-oriented residential hub. Central to their efforts is The Riverbend District, a visionary 35-acre master-planned community that seamlessly blends modern residences with scenic open spaces along the Passaic River.
About Advance Realty Investors
Advance Realty Investors is headquartered in Bedminster, New Jersey and is a privately-owned real estate development, investment and management company. Founded in 1979 by Peter Cocoziello, Advance develops, invests, and manages a diversified portfolio across several real estate asset classes including residential, mixed-use, industrial, life science, self-storage and office properties. Advance primarily enhances value through development, repositioning and redevelopment of real estate, with a specific focus on Northern New Jersey submarkets. Due to its creativity, adaptability, and transformative projects, Advance has consistently been considered one of the Northeast’s top real estate development firms.
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