Designed by MVMK Architects and Living Systems, Willow House at 1404 Willow Ave. in Hoboken is a collection of 52 luxury rentals ranging from studios to three-bedroom penthouses. — Rendering by MVMK / Courtesy: Advance Realty Investors
By Joshua Burd
The latest addition to Hoboken’s growing North End is coming online, with preleasing now underway at a new 52-unit luxury apartment building by Advance Realty Investors.
The developer announced Tuesday that Willow House, an eight-story property at 1404 Willow Ave., will welcome its first residents as soon as July 1. The boutique project has hit the market with floorplans ranging from studios to three-bedroom apartments and monthly rents starting from the mid-$4,000s, the firm said, activating a prominent corner at the 14th Street intersection and steps from other new multifamily buildings.
Advance is leasing Willow House in conjunction with The Marketing Directors.
“Willow House reflects our integrated approach to residential development in Hoboken,” said Dan Cocoziello, principal and chief operating officer of Bedminster-based Advance. “It brings together well-designed homes, a strong amenity package and a location that connects residents to everything the city has to offer.”
Designed by MVMK Architects and Living Systems, Willow House will have amenities such as a lobby lounge, a modern fitness center with strength and cardio equipment and a dedicated coworking lounge and media area. Outdoor amenities include a landscaped rooftop deck with panoramic Manhattan views, along with a second-floor terrace with seating areas, firepits and grilling stations designed for casual gathering and entertaining.
The building also has some 6,000 square feet of ground-floor retail space that will be home to Starbucks and CorePower Yoga, Advance said. That complements existing businesses in the area including Trader Joe’s and Wine Dad’s, which occupy the base of Advance’s 140-unit Harlow building across the street, as well as a host of other retail, dining and recreational destinations nearby.
“Willow House offers a well-rounded residential experience, combining the intimacy of a boutique building with thoughtfully designed amenity spaces and residences tailored to modern living,” said Jacqueline Urgo, president of The Marketing Directors.
Advance noted that the building’s penthouse collection provides a set of oversized three-bedroom, three-bathroom options with skylights that wash the apartment with light and air. Each of those units has private outdoor space, including two apartments that include a vast terrace and a third home with two balconies.
The overall property, meantime, contributes to Advance Realty’s broader vision for the North End, a plan that will bring some 1,500 new homes along with retail, dining, open space and cultural uses to the neighborhood.
Advance, growing footprint in Hoboken’s North End, breaks ground on 52-unit rental project
