By: Mario Mancini

The iconic, graffiti-adorned 190 Bowery building is set to welcome a long-term office tenant for the first time since famed photographer Jay Maisel’s family sold the property in 2015. The buyer, Aby Rosen’s RFR, purchased the 1898-vintage building for $55 million, and the space has largely remained vacant since, aside from short-term creative tenants. The New York Post first reported that Industrious, a “workplace experience” company, will now anchor the site, marking what appears to be its flagship location in New York City.

The 38,000-square-foot former bank building features 33,231 square feet of office space, much of which had been underutilized since Rosen’s acquisition. Ground-floor retail remains occupied by the trendy clothing store Supreme, while the upper floors, long viewed as ghostly and underused, will now host office operations.

Natalie Levine, real estate director for Industrious, called the Bowery location a “trailblazer footprint in the walkable, energetic NoLita and Lower East Side area,” emphasizing the building’s mix of historic character and prime location. The company’s move promises longer-term stability to a property that has been largely vacant in recent years, though it previously hosted a few creative firms.

Maisel’s family had quietly occupied the building for nearly 50 years, living and working across its 72 rooms while largely unseen by the outside world. When Rosen purchased the property, he modernized its systems and removed graffiti on the upper floors but preserved the graffiti on the lower levels as a nod to the neighborhood’s gritty past. The building’s storied history and distinctive aesthetic were key draws for Industrious.

RFR leasing chief AJ Camhi described the site as “an evolving work of art that represents a one-of-a-kind opportunity for Industrious to provide a curated workplace experience in one of New York’s most storied spaces.” The combination of historical significance, street-level character, and a central location makes 190 Bowery an ideal flagship site for the workplace operator, which already maintains several other New York City locations.

The asking rent for the property was $95 per square foot, and the transaction was facilitated by a team from RFR as well as JLL, while Industrious was represented in-house by Levine.

The move represents a new chapter for 190 Bowery, transitioning from a largely unseen private residence and sporadically used office building to a fully leased office environment designed to attract tenants seeking a premium workplace experience in a culturally rich part of the city.

The New York Post first reported that the combination of Rosen’s preservation of historic elements and Industrious’ curated office approach is expected to bring consistent occupancy and renewed energy to a building that has long been one of the Lower East Side’s most recognizable landmarks.

As New York’s office market continues to adapt post-pandemic, the addition of a long-term tenant at 190 Bowery signals both the enduring appeal of iconic properties and the growing demand for flexible, experience-focused workspaces in the city’s creative hubs.