Beloved Soho seafood staple Lure Fishbar is facing an uncertain future as luxury retailer Prada eyes its prime location at the corner of Lafayette and Prince streets. After two decades in the space, Lure’s lease is set to expire soon, and Prada is reportedly planning to replace the popular restaurant with a Prada-branded cafe.
According to sources, Prada, which already leases a significant amount of space in the building, is eager to expand its presence in the US and sees the Lure Fishbar location as a valuable opportunity. With annual revenue of $4.2 billion, Prada recently made a significant investment in its Fifth Avenue flagship store and is now looking to assert similar control over its Soho space.
The potential departure of Lure Fishbar has sparked speculation and rumors, with blogger Emily Sundberg sharing a text message that seemed to confirm Prada’s plans to take over the space. Lure owner John McDonald expressed hope that Prada would recognize the restaurant’s longstanding history and contribution to the Soho community and consider keeping it in the building.
Lure Fishbar has been a popular destination since it opened in 2004, earning accolades from Time Out NY and Thrillist. Chef Preston Clark’s innovative cuisine has garnered praise, and the restaurant has become a favorite among locals and visitors alike. NYU professor Mitchell Moss, a regular patron, emphasized the unique role that Lure plays in bringing people together and fostering connections in the city.
As the fate of Lure Fishbar hangs in the balance, the potential loss of this iconic restaurant has raised concerns among supporters who see it as an essential part of the neighborhood’s fabric. While Prada’s expansion plans may signal a new chapter for the building, the loss of Lure would undoubtedly leave a void in the community. Stay tuned for updates on this developing story.
