Lure Fishbar, a well-loved restaurant in Soho, is set to continue operations despite potential challenges. The establishment has reached an agreement with Prada, which holds a significantly larger space in the same building, located at 575 Broadway. This development ensures that the nearly 25-year-old seafood spot stays open, as confirmed by various sources.
Lure occupies around 5,000 square feet at 142 Mercer Street, while Prada’s space is about 20,000 square feet. In December 2024, it was reported that Prada intended to use Lure’s underground area for its cafe, Pasticceria Marchesi, as part of its expansion plans.
John McDonald, the owner of Lure, expressed relief that his restaurant is now secure with a new sublease from Prada. He explained that although Prada initially leased the Lure space from the building’s owner, billionaire Peter Brandt, they opted to sublease it back to him. “Basically, we have a long-term sublease agreement right now,” McDonald stated, revealing that he also runs other establishments like Seahorse and Bowery Meat Company in Manhattan.
Interestingly, McDonald mentioned, “They left us alone and have no plans to open a Prada cafe,” which is a reassuring statement amid the uncertainty. However, Prada representatives, known for being quite discreet, were unavailable for comments on the matter.
Lure, often referred to as the “Balthazar of the Sea,” is well-regarded in the culinary scene, having gained numerous accolades since its debut in 2004. Notably, it has become a significant fixture in Soho’s dining landscape. Following initial reports about potential threats to Lure’s future, a wave of support emerged from high-profile figures, including Chris Rock, Cindy Crawford, Heidi Klum, Justin Theroux, and Wyclef Jean.
