Prada threatens beloved Lure Fishbar with closure in Soho

In 2024, notable changes are anticipated for the beloved seafood establishment, Lure Fishbar, located in Soho, New York City. Having served as a staple of the area since its opening in 2004, this restaurant has established a strong connection with the local community. However, luxury retailer Prada has expressed interest in the location as part of its broader expansion strategy in the U.S. The Milan-based company seeks to create a Prada-branded bakery and café in the space currently occupied by Lure Fishbar, which has about 5,000 square feet. Prada’s intentions have been unofficially confirmed through industry sources. Lure Fishbar's lease is set to expire in early 2026, creating a time frame during which negotiations could take place. Reports indicate that Prada has already committed to leasing approximately 20,000 square feet in the same building that houses Lure Fishbar, suggesting their desire for a more extensive presence in Soho. Sources reveal that Lure Fishbar’s rent stands at nearly $2 million annually, a considerable amount for an underground location accessed via an outdoor staircase from Mercer Street. The current owner, John McDonald, expressed hope that if Prada does take over the entire building, they might retain Lure due to its longstanding history and contribution to the area. The conflict of interest between a well-established local restaurant and a global brand underscores the dynamics at play, with some arguing that this local establishment serves a vital role in the community compared to Prada’s corporate identity. There are mixed feelings in the community about the potential displacement of the restaurant, with some residents suggesting that the global brand might not resonate with the local ethos. Given Lure Fishbar’s successful operations for two decades, community members like a frequent patron and blogger, Emily Sundberg, have voiced their concerns regarding this potential loss, fearing it could diminish the unique character of Soho. As Prada continues its aggressive expansion within the U.S. market, the fate of Lure Fishbar hangs in the balance. During these discussions, the involvement of landlord Peter Brant will be crucial, as local real estate experts believe that he is unlikely to overlook the greater financial benefits of leasing to a brand like Prada. Although it remains uncertain whether Lure Fishbar has officially been informed of their lease non-renewal, the restaurant's future appears precarious. The situation serves as a microcosm of the struggles faced by local businesses amid the rise of luxury retail brands and gentrification in popular urban neighborhoods.