A new project by Advance Realty Investors will bring 52 luxury apartments and 6,800 square feet of street-level retail space to 1404 Willow Ave. in Hoboken. — Renderings by MVMK Architects/Courtesy: Advance Realty Investors
By Joshua Burd
Advance Realty Investors has broken ground on a project that will bring 52 new luxury apartments to a key intersection in Hoboken’s growing North End.
The development, which will also include 6,800 square feet of street-level retail space, will soon rise at 1404 Willow Ave. and just north of the 14th Street Viaduct connecting Hoboken to Jersey City Heights and Union City. Advance is constructing the building at what was a Hertz rental car facility that closed in 2022, a site that’s also directly across from its 140-unit Harlow rental property, which opened in 2017 and also includes Trader Joe’s and Wine Dad.
The firm marked the milestone last week alongside Hoboken Mayor Ravi Bhalla, plus other local officials and business leaders.
“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 chief operating officer of Advance. “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. Today’s milestone is the result of years of planning and collaboration, and we appreciate the support of Mayor Bhalla and the City of Hoboken.”
Slated for completion in the third quarter of 2026, 1404 Willow will have a mix of studio to three-bedroom homes averaging 903 square feet, Advance said. Residents will have access to amenities such as a lobby lounge, a fitness center, coworking space, a second-floor landscaped terrace and a rooftop deck with grills, fire pits and dining and lounge seating.
MVMK Architects and Living Systems make up the design team for the building, which will include five apartments designated as affordable housing.
“Today’s 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,” Bhalla said. “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.”
Bedminster-based Advance has been a prominent player in northern Hoboken since developing Harlow. It subsequently added to its portfolio on and around 14th Street with its acquisitions of The Bexley and Edge Lofts, which have a combined 197 high-end rentals.
As with those properties, residents at 1404 Willow will be within walking distance of popular dining and entertainment options such as Mile Square Theatre, the Hoboken Biergarten, Orale Mexican Kitchen, Barbes and bwe café. Nearby attractions include the Gravity Vault indoor rock-climbing gym and the Harborside and Northwest Resiliency Parks, while the Uptown Farmer’s Market operates Saturdays from May to December under the 14th Street Viaduct.
Commuters, meantime, will benefit from easy access to nearby NJ Transit bus service to Port Authority and NY Waterway ferry service to Manhattan. They’re also a short drive from Route 495, which provides direct access to the Lincoln Tunnel, the New Jersey Turnpike, Newark Liberty International Airport and other destinations.
“Today’s groundbreaking at 1404 Willow Avenue represents a new life for the abandoned Hertz site,” said 5th Ward Councilman Phil Cohen, whose district includes the development 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, five 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.”
