Advance Realty Investors has officially unveiled a striking, large-scale public mural by acclaimed local artist Ricardo Roig on the south façade of Willow House, the firm’s newly launched boutique rental building at 1404 Willow Avenue in Hoboken’s emerging North End.
Spanning approximately 28 feet by 18 feet at the prominent intersection of 14th Street and Willow Avenue, the artwork transforms an exterior wall into a vibrant visual landmark. Titled and inspired by Roig’s original collage Waterfront Party, the mural depicts a lively, Great Gatsby-inspired cocktail party scene. It weaves together musicians, diners, and guests gathered under string lights with classic Manhattan skyline and Hudson River views, capturing the unique spirit of Hoboken’s hospitality and social culture.
The commission marks a deeply personal milestone for Roig, who first connected with Advance Realty over a decade ago when exhibiting artwork at The Harlow, the developer’s luxury rental building located directly across the street. Roig, who opened his first gallery in Hoboken in 2015 and whose work is also featured at the W Hoboken Hotel, expressed excitement about contributing a permanent piece to the neighborhood.
“This project feels full circle,” Roig said. “Ten years ago, I was exhibiting artwork at The Harlow. Now I’m creating a mural across the street as this neighborhood enters a new chapter. It’s exciting to contribute something lasting to a place that has played such an important role in my journey as an artist.”
Roig brought his distinctive hand-cut technique to the architectural scale. Rather than traditional mural painting, he photographed his original mixed-media collage, divided it into 60 individual grid sections, and applied printed templates to the façade. He then hand-cut portions with an X-Acto knife and spray-painted the exposed layers beneath, allowing the artwork to evolve organically.
“Ricardo’s work embodies the creativity, authenticity and sense of place that we believe are important ingredients in great communities,” Dan Cocoziello, principal and COO of Advance Realty Investors, said. “With residents now calling Willow House home, this mural serves as a memorable visual landmark while reinforcing our commitment to thoughtful placemaking throughout Hoboken’s North End.”
Located at the gateway to the North End, Willow House is an eight-story boutique residential building offering 52 studio-to-three-bedroom rental residences. The property also features approximately 6,000 square feet of ground-floor retail space anchored by Starbucks and CorePower Yoga, with leasing and occupancy currently underway.
The building forms part of Advance Realty’s broader master plan for the North End, which will ultimately introduce approximately 1,500 new homes, dynamic retail, dining, and open community spaces to the area.
