25 Kent celebrates grand opening of Pura Vida Miami

Brooklyn, NY Rubenstein Partners’ 25 Kent, a landmark, mixed-use office, retail and light manufacturing building located in Williamsburg, celebrated the grand opening of Pura Vida Miami, the Miami-born all-day café and wellness lifestyle brand. With over 30 locations in South Florida, 25 Kent serves as Pura Vida Miami’s first location in the borough and second overall in New York City.

“We’re thrilled to have Pura Vida Miami fully operational at 25 Kent, bringing our tenants and neighborhood residents a full-service food and beverage offering at the building,” said Joe Zuber, regional director, NY Metro & New England, Rubenstein Partners. “Our recent uptick in leasing velocity is a testament to the quality of space and creative culture that has been fostered at the property through our diverse tenant mix, and we look forward to Pura Vida Miami ’s continued success within the greater Williamsburg area.”

“25 Kent is an exceptional space that perfectly aligns with our brand’s emphasis on community, creativity, and a health-conscious lifestyle,” said Omer Horev, CEO and founder of Pura Vida Miami. “Its innovative design, dynamic tenant mix, and location within Williamsburg—a neighborhood renowned for its vibrant, eclectic culture—make it an ideal home for the next chapter of Pura Vida Miami in New York. The response from the community has been overwhelmingly positive, and we’re excited to see locals and visitors alike embracing our menu and ethos in such a unique setting.”

Founded in 2012 by husband-and-wife duo Omer and Jennifer Horev, Pura Vida Miami was born out of their personal need for fresh, wholesome food that could be enjoyed any time of day—a gap they identified during a road trip from Orlando to Miami. This experience sparked their mission to normalize the notion of healthy food, make healthy living both accessible and enjoyable, and create spaces that combine nutritious, delicious meals with a welcoming atmosphere, designed to feel like an extension of their own home. Since then, Pura Vida Miami has grown into a beloved destination, creating over 1,500 careers across South Florida and New York while promoting a balanced lifestyle centered on wellness and community. Reflecting their “Health is Happiness” philosophy, each location is thoughtfully designed to embody their passion for health-conscious living, offering a serene environment enhanced by the brand’s signature decor.

At the time of Pura Vida Miami’s lease signing, 25 Kent simultaneously inked a 10-year, 19,000 s/f lease with haircare brands, amika and Eva NYC to serve as their headquarters. As of recent, the brands are fully moved in and continuing on their growth trajectory at the building.

25 Kent has emerged as the epicenter of Brooklyn’s commercial leasing velocity, recently signing over 100,000 s/f to an array of companies, with two serving as Brooklyn’s largest transactions in 2024. Companies that have recently joined the property include La Sirena Events, Othership, Altana, and Mindspace. Other notable companies operating at 25 Kent include KITH and Amazon Music.

Developed by Rubenstein Partners, 25 Kent occupies a full block bounded by Wythe and Kent Aves. and North 12^th and North 13 Sts., across the street from Bushwick Inlet Park, the city’s newest waterfront park, recently opened to the neighborhood.

A product of collaboration between design architect Hollwich Kushner (HWKN) and design development architect Gensler, this eight-story, 511,000 s/f commercial office building is the first of its type erected in North Williamsburg in more than 40 years.