Plans for Monmouth Square, Kushner Cos. redevelopment of the Monmouth Mall property in Eatontown, call for the addition of new apartment buildings and landscaped, walkable public space meant to draw retail customers and residents from both the borough and neighboring towns. — Renderings by Minno & Wasko Architects and Planners/Courtesy: Kushner
By Joshua Burd
For the crowd assembled outside Monmouth Mall in Eatontown, the understatement of the day belonged to Mayor Anthony Talerico Jr., who said it was “safe to say that the mall’s redevelopment was at times controversial, you may have heard.”
It was a moment of intentional irony, but the second-term mayor also made clear that he understood the pushback from residents. The project “brought intense emotions,” he added, noting that it “represents a fundamental change in the landscape of our town.”
“Generations of residents and visitors grew to love the mall and the consistency and the normalcy it provided,” Talerico said. “I grew up here. You could spend the whole day here and not lose interest, and as much as I would like to go back in time for that and various other reasons, we can’t deny the fact that the landscape is changing. We need to change with it.”
A plan to do just that took an important step forward on Thursday as the mall’s owner, Kushner, broke ground on its long-awaited, closely watched project to revitalize the 100-acre site at the junction of routes 35 and 36. That involves not only the construction of 1,000 new apartments, but a sweeping overhaul that would de-mall, reduce and reconfigure the existing structure to create a new open-air setting that’s anchored by Whole Foods, other new shops and medical office space.
Those uses will complement what Kushner sees as another critical element of what it calls Monmouth Square — the introduction of a two-acre public green and other spaces that would become the focal point of property.
“Monmouth Square represents a transformative vision that will significantly enhance Eatontown and the surrounding area,” said Nicole Kushner Meyer, the firm’s president. “We are committed to creating a destination that not only elevates the quality of life for residents but also positively contributes to the fabric, appeal and economic vitality of the entire community.”
Designed by Minno & Wasko Architects and Planners and retail architects from Benoy and the Dietz Partnership, Monmouth Square will be the latest phase of an asset that’s nearly 65 years old and began as an open-air shopping center, only to be converted to an enclosed mall. Kushner is now set to raze some 600,000 square feet of the existing retail space, a 40 percent reduction, including the shuttered Lord & Taylor and JCPenney department stores.
Meantime, a new Whole Foods Market is slated to move into space currently occupied by Barnes & Noble, which will be relocated to a new retail building in the town center, while remaining users including the AMC movie theater, Macy’s and Boscov’s will remain open during construction. Kushner has already added medical office space to the site, thanks to a long-term ground lease with Rendina Healthcare Real Estate that led to a new 80,000-square-foot building that is occupied by RWJBarnabas Health.
“What’s old is apparently new again,” said Michael Sommer, Kushner’s chief development officer, later adding: “I’ll be crystal clear here: Brick-and-mortar retail is not dead — boring retail is dead — and therefore our business plan contemplates a full de-malling of the existing space, essentially turning the common areas of the buildings inside out and bringing the property back to its original open-air configuration.”
Monmouth Square will also include 1,000 luxury apartments, a portion of which will be under Kushner’s newly launched Livana brand, with project interiors designed by Stonehill Taylor.
“When all is said and done, Monmouth Square will be transformed into a best-in-class town center,” said Sommer, who was among those who welcomed Talerico and other local officials, as well as state Sen. Vin Gopal and Assemblywoman Luanne Peterpaul.
“Suffice it to say that this redevelopment process has been tricky. The best ones usually are, and I can tell everyone assembled here that we would not be here celebrating this critical milestone without a great working relationship with Eatontown’s leadership.”
He also thanked Kushner’s in-house team and the project’s team of professionals, which also include:
- Pearlman & Miranda LLC
- Ansell Grim & Aaron PC
- Langan
- Mulhern+Kulp
- KEA Engineers
- Arterial
- Dolan & Dean Consulting Engineers LLC
- Sordoni Construction Co.
- Bond Retail Partners
- Cahn Communications
Redevelopment of the mall property is nearly a decade in the making and has faced pockets of local opposition from residents and political candidates. But Talerico and other proponents habe long said it was critical to reinvent the property and preserve the municipality’s largest tax ratable, especially with changing consumer habits and the sagging performance of traditional shopping malls.
Whole Foods’ commitment to the project, which was announced last year, has helped to improve that sentiment.
“This notable project will serve as a model for transforming underused malls into vibrant, community centers that cater to residents’ lifestyle needs,” Kushner CEO Laurent Morali said. “We are turning the traditional mall concept inside out, creating freestanding, easily accessible retail and dining spaces seamlessly integrated with a public green and new luxury apartments.”
Kushner, Whole Foods ink lease in Eatontown as Monmouth Mall redevelopment moves ahead
