Prism Capital Partners Adds Resident-Only Store to NJ MF Development

As a special amenity for its residents, Prism Capital Partners has opened a convenience store in its newly opened Parkway Lofts, a 361-apartment multifamily that was redeveloped from a century-old landmark of a six-story warehouse.
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Bloomfield, N.J.—As a special amenity for its residents, Prism Capital Partners LLC has opened a convenience store in its newly opened Parkway Lofts, a 361-apartment multifamily that was redeveloped from a century-old landmark of a six-story warehouse.

“It’s a grab-and-go café that offers our residents something that is exclusive for their use and gives them another component of luxury living,” Ed Cohen, Prism Capital Partners’ principal, tells MHN. “We wanted to offer them something unique and this is an amenity that we know people need and will use often.”

Named the Avenue C Market, the self-checkout convenience store is stocked with a wide selection of grocery basics such as milk, juice, bread, eggs, soda, fresh sandwiches, energy drinks, chips, protein bars, toiletry items and more. The 24-hour resident-only “grab and go” store, bolsters Parkway Lofts’ reputation as a one-of-a-kind lifestyle destination.

“The idea behind developing the convenience store simply was to make life easier, and more convenient, for all our residents,” Jonathan Hoff, the company’s senior vice-president of management services, says. “If a person comes home after a long day at work and realizes he/she forgot to buy milk or just wants to grab a late-night snack, he/she has the opportunity to do so without ever having to get in a car and leave the building.”

According to Hoff, free coffee and tea will be available to residents daily from 6-10 a.m., a lifestyle convenience particularly valued by the building’s commuters.

“Residents can stop into Avenue C Market and grab a hot cup of coffee or tea, along with a bagel or muffin, and then continue directly to the train,” he says. “This convenience store is a very unique amenity that truly personifies the urban lifestyle we have created at Parkway Lofts.”

Residents and guests enter Parkway Lofts through a high-ceilinged, 24/7 attended lobby featuring reclaimed wood and glass walls, a fireplace and a spectacular water fountain. The creative suite of world-class amenities continues with a 5,000-square-foot, two-level state-of-the-art fitness center; a 20-seat large-screen theater room; a roof-top deck with comfortable seating; a private party and billiards room with a 14-foot bar, televisions and tufted banquettes; and a dog run.

“Today’s renters want to come home to a lifestyle destination that offers everything in one complete package,” Brandon Ochs, Parkway Lofts’ leasing manager, says. “Since Parkway Lofts’ inception, our goal has been to provide residents with the most value for their money, and go the extra mile to offer amenities they will not find at any other community in the area.  I think we have succeeded in creating an all-encompassing 24/7 lifestyle here.”