Beloved Soho seafood staple Lure Fishbar will possible get the hook when its lease expires — as a result of luxurious retailer Prada has its sights set on the prized location, The Publish has discovered.
The Milan-based firm desires in addition Lure from its underground area on the nook of Prince Road — the place it has been for twenty years — and exchange it with a Prada-branded bakery and cafe, sources stated.
It’s “all however a carried out deal. Prada has 4 occasions extra space than Lure, and [landlord] Peter Brant isn’t prone to say no,” one distinguished dealer who just isn’t concerned on the location instructed The Publish.
Prada, which has been aggressively increasing within the US, already leases about 20,000 sq. ft within the 176,000 square-foot workplace and retail constructing between Broadway and Mercer Road.
Lure Fishbar’s lease on its 5,000 sq. ft expires in early 2026.
The anticipated arrivederci comes after the corporate, with annual income of $4.2 billion, lately bought the Fifth Avenue websites of its flagship retailer from Jeff Sutton for a mixed $835 million, as The Publish beforehand reported.
“They need the identical form of management over their Soho area and Lure is of their approach,” the dealer stated.
Brant, the investor and artwork patron who’s married to supermodel Stephanie Seymour, owns the constructing’s long-term leasehold. It wasn’t recognized whether or not Brant has instructed Lure its sublease received’t be renewed.
Blogger Emily Sundberg posted on the FeedMe e-newsletter website Friday about “a rumor . . . that Prada was taking on the Lure Fishbar location.”
She wrote she acquired a textual content that “confirmed this rumor.”
Lure proprietor John McDonald instructed The Publish on Monday that he was unaware of the Prada buzz.
“I might hope that in the event that they take over all the constructing, they’d need to preserve Lure Fishbar given its long-standing historical past and position in Soho for greater than 20 years,” he stated.
Sources stated the restaurant pays practically $2 million a 12 months in lease, a outstanding quantity for an area totally within the basement, reached by an out of doors metallic staircase on the constructing’s Mercer Road facet.
Not one of the gamers concerned responded to requests for clarification and remark, together with the Peter Brant Basis; Prada USA retail director Carlo Croso; and Prada spokesman Nikolas Pankau.
Lure Fishbar has been one of many metropolis’s hottest seafood eateries because it opened within the coronary heart of Soho in 2004.
Time Out NY lately named it the No. 1 greatest Soho restaurant and Thrillist known as it “the Balthazar of the ocean.” Lure chef Preston Clark was named by the NYC Tourism + Conventions, town’s official tourism company, as “one of many black cooks shaking up the NYC meals scene.”
Amongst Lure’s followers is Mitchell Moss, an NYU professor of city coverage and planning. Moss, a frequent buyer, stated, “Lure is greater than a restaurant. It’s the connective tissue that ties individuals from all sectors of metropolis collectively.”
He added, “Prada is a worldwide model with no native roots. Lure is the other. They complement one another and nobody positive aspects if Prada pushes Lure out. Prada can be resented and diminished.”
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