The stylish spinning studio SoulCycle broke into New York real estate through an inauspicious channel: Craigslist.
In 2006, co-founder Elizabeth Cutler was scouring available spaces on the go-to online destination for scalped tickets, used furniture and anonymous hookups. “We couldn’t get a broker to call us back,” Ms. Cutler said. “I told [co-founder]Julie [Rice], one day, people will actually call us.”
The Bedford Avenue pizzeria La Nonna will add a second Williamsburg location after signing a 15-year lease for 3,761 square feet at the luxury rental building 184 Kent. The pie slinger will join Soul Cycle (which opens this weekend), Pudge Knuckles Coffee and Pure Cleaners in the waterfront property’s 18,000-square-foot retail base.
The tenant represented itself in the transaction. Geoff Bailey of TerraCRG represented the landlord, JMH Development. Mr. Bailey said asking retail rent is $65 a foot.
To enter the Pacific Street office of the commercial brokerage firm TerraCRG, visitors must buzz reception and walk a few yards through a parking garage before hanging a right.
There’s Sena, an African hair-braiding salon, next door, and beyond that is a row of brownstones that, with minimal touchups, could be airlifted to Park Slope and go unnoticed.
But TerraCRG also sits practically in the shadow of the Barclays Center, and the eye travels to that rusty bird’s nest as you wait for the welcoming buzz.
This location at the traffic, geographic, demographic, architectural and developmental crossroads of Brooklyn suits TerraCRG, a firm launched by Ofer Cohen in 2008 that keeps a strict focus on the ascendant borough’s commercial real estate market.
Vice President of Retail Services Geoff Bailey joined TerraCRG in June of 2010, with previous experience in Brooklyn from five years in sales at Massey Knakal, where he had worked with Mr. Cohen. Mr. Bailey specialized in southeast Brooklyn back then, but thought there was untapped real estate potential throughout the borough.