CrownPoint Group Inc. (CPG), the Parsippany-based commercial real estate powerhouse, has officially broken ground on a massive 105,500-square-foot self-storage facility at 696 Old Bridge Turnpike. This three-story, climate-controlled development is poised to meet a surge in demand fueled by the rapid residential “multifamily” boom occurring at the intersection of South River and East Brunswick.
The project is strategically positioned in a “hotbed” of residential expansion. Over 1,000 apartments already surround the site, with an additional 218 units currently under construction. This dense concentration of renters—many of whom utilize storage for lifestyle integration and seasonal needs—has created a significant local supply gap.
The facility sits at a prime location near U.S. Route 18, just across from the massive $500 million East Brunswick revitalization project. This neighboring redevelopment, known as Vermella East Brunswick from Russo Development, is transforming the corridor into a walkable, mixed-use district with nearly 800 residential units, a hotel, and high-end retail.
As East Brunswick’s revitalization attracts a new wave of professional residents and downsizers, the demand for “institutional quality” storage assets is expected to hit a fever pitch.
Unlike traditional storage lockers, the South River facility is designed as a premium, secure asset featuring:
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Full climate control: Protecting sensitive electronics, furniture, and documents from New Jersey’s seasonal humidity.
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Institutional quality: High-end security, digital access, and professional onsite management.
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Regional connectivity: Immediate access to Route 18 and proximity to the New Jersey Turnpike, serving over 100,000 residents in the immediate market area.
“This facility will provide a much-needed supply of modern, institutional-quality self-storage space in the area,” Michael Legacki, vice president of CrownPoint Group said. “We are thrilled to expand our portfolio while providing essential services to residents in the heart of Middlesex County.”
This project marks CPG’s second major self-storage development in two years, following the 2024 completion of a 135,000-square-foot facility in Newark’s Ironbound section. The firm is focusing on high-barrier-to-entry markets where residential growth has outpaced storage supply.
“The CrownPoint team and our professionals have worked with great persistence to bring this project to fruition over the past few years,” Legacki added. “We look forward to providing value not only to our investors but also to the surrounding community.”
