Groundbreaking Held For Apartments On Former Hertz Rental Car Site In Hoboken

HOBOKEN, NJ — A seven-story "boutique" apartment building will rise on the former site of Hertz car rental near Hoboken's northern border.

City officials and developers from Advance Realty Investors attended a ceremonial groundbreaking this week to begin work on the building at 1404 Willow Ave., which has no name yet.

The building will contain 52 luxury residences, including five affordable housing units, and 6,800 square feet of retail space at the ground level. The apartments will range from studios to three-bedrooms.

The building rises on the former Hertz Rental Car lot, which had parking and a garage. That location closed in 2022.

The building is part of Hoboken’s North End Redevelopment Plan, which is transforming a formerly industrial corner of town.

The building will rise beside the entrance to the 14th Street Viaduct, a county road that connects Hoboken to Jersey City Heights and Union City. On the other side is Advance Realty’s Harlow, a 140-unit luxury rental development.

The newest project is scheduled to be completed in the third quarter of 2026, a spokesperson said.

“We’re excited to ... convert this underutilized property into a modern building that will significantly enhance the area’s ongoing transformation,” said Dan Cocoziello, principal of Advance Realty Investors. “We see it as a key gateway to the North End’s growing collection of residential, retail, and recreational offerings."

Mayor Ravi 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."

The new building is designed by locally based MVMK Architects and Living Systems.