Manhattan, NY According to GFP Real Estate, LLC, Incubeta US Corp. (Incubeta), an international marketing and advertising agency, has signed a five-year lease for 2,133 s/f on the eighth floor of 200 Varick St. in Hudson Sq.

Robert Silver, Brittany Silver, Anthony Sciacca and Jamie Jacobs of Newmark, and Jeffrey Gural and Rhonda Singer of GFP Real Estate represented the landlord, 200 Varick Street DE LHC LLC, in the transaction; Richard Plehn and Woody King of Lee & Associates represented the tenant, Incubeta. 

Incubeta, whose clients include major brands such as Google, Hyundai, Netflix, HBO and L’Oréal, will use the space for its general, executive and administrative offices. The company, which will relocate from 101 Greenwich St., is expected to move into its new offices by late spring 2024. GPF will build out two new conference rooms for the tenant, as well as a new wet pantry, an IT closet and a coat closet. The space was previously occupied by Designtex. 

“Incubeta was drawn to 200 Varick due to the proximity of the building to its client base, its upgraded lobby and the large, oversized windows that flood the space with natural light. The company was also attracted to the vibe of the Hudson Sq. neighborhood, which brings a certain cool factor on its own; the employees love it.”

Built in 1927 and designed by architect Frank Parker, 200 Varick St. is a 12-story, 490,000 s/f office building located in Hudson Sq. The property features oversized windows with four exposures; new mechanicals; and brand-new elevators that feature a lobby boost system, increasing efficiency and reducing wait times. 

In 2022, GFP Real Estate completed a full renovation of the building’s lobby and entrance, and several common corridors. Major tenants at the building include Film Forum, AHRC New York City, Reservoir Media, Omnicom Group, and Neufeld Scheck Brustin Hoffmann & Freudenberger, LLP, among others. 200 Varick St. offers access to the 1 train, located at the building’s doorstep, as well as the C and E trains on Spring St.