Real estate developer, Advance Realty Investors recently broke ground on a new boutique rental building in Hoboken 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.
Situated at the intersection of 14th Street and Willow Avenue, the site is adjacent to Advance Realty’s rental development, Harlow, which 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,” Dan Cocoziello, principal and COO of Advance Realty Investors, said. “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,” Mayor 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.”
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.
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.
