T
he Meatpacking District has shed its old, pungent reputation and now exudes a fresh, upscale vibe, especially around the intersection of Ninth Avenue and Gansevoort Street—a hotspot for top-tier fashion labels. Italian luxury brand MooRER is set to open its first U.S. boutique at 73 Gansevoort, a 3,400‑sq‑ft corner owned by Romanoff Equities. The space sits at the base of the High Line and steps from the Whitney Museum, replacing the former La Pecora Bianca restaurant. While the exact lease rate remains undisclosed, nearby 63 Gansevoort is listed at $550 per square foot, indicating the premium nature of the location.
The district, once known for its gritty industrial past, is now described by the local Business Improvement District as a “fusion of grit and glam.” That grit is fading as the remaining meatpacking operations exit the area. The neighborhood now hosts a roster of luxury names—Gucci, Hermès, Loro Piana, Bottega Veneta, Diane von Furstenberg—and will soon welcome Baccarat, which has moved from Madison Avenue to 33 Ninth Avenue.
MooRER, headquartered in Verona, specializes in high‑end outerwear and apparel produced in Italy. With stores across Europe and Japan, the New York launch marks the brand’s first foray into the U.S. market. The name MooRER reflects founder and CEO Moreno Faccincani’s vision. Romanoff, the largest landlord in the district, secured approval from the Landmarks Preservation Commission to create a storefront on Gansevoort, a move that Thomas Citron of Colliers credits as pivotal to the deal.
Rental trends in Meatpacking differ from Soho’s sky‑high rates. While some prime spaces command up to $500 per square foot, the average rent in the first half of 2025 ranges from $195 to $257 per square foot—well below Soho’s $621 average. The area still has significant vacancies, particularly on Washington and West 14th Streets. Cushman & Wakefield’s Steven Soutendijk notes that the district offers slightly more affordable rents and a more authentic, industrial aesthetic, bolstered by nearby attractions like the Whitney Museum and the High Line. The neighborhood also boasts a vibrant food, beverage, and nightlife scene that outpaces Soho.
Proximity to affluent West Village and West Chelsea neighborhoods means that many residents prefer local shopping over traveling uptown. The former industrial buildings, with their cobblestone streets, high ceilings, and exposed columns, provide unique architectural character that appeals to luxury brands. James Famularo of Meridien Retail Leasing emphasizes that flagship spaces in the district are as much about storytelling as they are about sales, though he cautions that rents above $500 per square foot leave little margin for error when factoring in build‑out costs, insurance, and taxes.
