beloved Fish bar, a classic seafood lure in Soho Luxury retailer Prada has set its sights on the prized space and will likely snag it when its lease expires, The Post has learned.
The Milan-based company hopes to launch Lure from an underground space on the corner of Prince Street, which has been there for 20 years, and replace it with a Prada-branded bakery and cafe, people said.
It’s “almost a consensus: Prada has four times the space as Lure; [landlord] Peter Brandt is unlikely to say no,” a prominent broker not involved in the scene told the Post.
Prada, which is aggressively expanding in the U.S., has already leased about 20,000 square feet of the 176,000-square-foot office and retail building between Broadway and Mercer Street. .
Lure Fish Bar's 5,000-square-foot lease expires in early 2026.
The expected arrival comes after the company, which has annual revenue of $4.2 billion, recently acquired the flagship Fifth Avenue site from Jeff Sutton for a total of $835 million, as previously reported by the Post.
“They want similar control over the Soho space, but Lure is standing in their way,” the broker said.
Brandt, who is married to supermodel Stephanie Seymour and is an investor and art patron, owns a long-term lease on the building. It is unclear whether Mr. Brandt informed Lure that the sublease would not be renewed.
Blogger Emily Sandberg posted about “a rumor” on the FeedMe newsletter site on Friday. . . Prada had taken over the Lure Fish Bar stores. ”
She wrote that she received a text that “confirms this rumor.”
Lure owner John MacDonald told the Post on Monday that he was unaware of the Prada story.
“Even if they took over the entire building, I think they would want to keep Lure Fish Bar, given its long history and role in Soho over 20 years,” he said.
The restaurant pays nearly $2 million a year in rent, officials said, an impressive number for a space that is completely underground and accessed by an outdoor metal staircase on the Mercer Street side of the building. That's what it means.
None of the players involved, including the Peter Brandt Foundation, responded to requests for explanation or comment. Carlo Closo, Prada USA Retail Director. said Prada spokesperson Nicolas Pankau.
Lure Fishbar opened in the heart of Soho in 2004 and has since become one of the city's most popular seafood restaurants.
Time Out NY recently named it the No. 1 best restaurant in Soho, and Thrillist called it the “Balthazar of the Sea.” Lure Chef Preston Clark has been named one of New York City's Black Chefs Shaking up the Food World by New York Tourism and Conventions, New York City's official tourism board.
Among Luer's fans is Mitchell Moss, a professor of urban policy and planning at New York University. “The Lure is more than just a restaurant. It's the connective tissue that brings people from all sectors of the city together,” said Moss, a frequent patron.
He added: “Prada is a global brand with no local roots. Lure is the opposite. They complement each other and no one benefits when Prada pushes Lure out. Prada is outraged. , will lower the rating.”
