25 Kent Nabs Pop-up Instagram Museum 29Rooms

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Online women’s publication Refinery29 plans to bring its pop-up Instagram museum, 29Rooms, to 64,900 square feet in the recently completed 25 Kent building on the waterfront of Williamsburg, Brooklyn, the first publicly announced deal for the development, the landlords announced.

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Refinery29 signed a nearly month-long agreement for the space on the entire fifth floor in the office portion of Rubenstein Partners and Heritage Equities Partners’ project at 25 Kent Avenue project between North 12th and North 13th Streets, a spokeswoman for the landlords said.

The sixth annual pop-up — which lets attendees snap selfies in rooms designed by 29 different artists for $25 a pop — starts on Friday and runs until Dec. 15. The lease for the space runs from Nov. 25 to Dec. 22, according to the landlords.

A spokeswoman for the landlords could not provide the asking rent in the deal, but Commercial Observer previously reported that asking rents in the property are around $70 per square foot.

Refinery29’s temporary deal is the first publicly announced lease for the 500,000-square-foot 25 Kent Avenue. The property was developed by Rubenstein and Toby Moskovits’ Heritage Equities, which started work in 2015.

The project is Williamsburg’s first major new construction office building in about 50 years and has 350,000 square feet of office space, 70,000 square feet of retail and 80,000 square feet of light manufacturing, as CO previously reported.

Heritage and Rubenstein were reportedly close to landing a 100,000-square-foot anchor tenant for the property in 2018, but have not announced a signed lease since.

Lee & AssociatesJaime Schultz, Jeffrey Lopez, Greg Tannor and Brad Schwarz represented the owners in the deal while event space finder AES NYC handled it for Refinery29.  A spokeswoman for AES did not immediately respond to a request for comment.

“They are a great tenant for the building as they are a creative company that is tech- and media-driven,” Lopez said in a statement. “Not only do they have a great following, they have a long and rich history in Williamsburg’s culture.”