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uxury retailer Prada is reportedly eyeing the Soho location of beloved seafood restaurant Lure Fishbar, which has been a staple in the area for two decades. According to sources, Prada plans to replace Lure with a branded cafe when its lease expires soon. The Milan-based company already leases a significant amount of space in the building and wants to expand its presence in the neighborhood.

    Prada's aggressive expansion in the US, including a recent $835 million purchase of Fifth Avenue sites for its flagship store, has led some to speculate that the company is seeking greater control over its Soho space. Lure Fishbar's lease expires in early 2026, and while owner John McDonald claims he was unaware of the Prada buzz, sources say it's "all but a done deal."

    The building's landlord, Peter Brant, owns the long-term leasehold and is unlikely to renew Lure's sublease. Prada wants to boot Lure from its underground space at the corner of Prince Street and replace it with a bakery and cafe. The restaurant pays nearly $2 million a year in rent, making it a significant tenant in the building.

    Fans of Lure Fishbar, including NYU professor Mitchell Moss, are worried about the potential loss of the restaurant, which has been named one of the best Soho restaurants by Time Out NY and "the Balthazar of the sea" by Thrillist. Moss argues that Prada's global brand would be diminished if it pushes out Lure, a local institution with deep roots in the community.