Rebranding marks new chapter for Mission 50 in Hoboken

Linda Lindner//April 20, 2021

Rebranding marks new chapter for Mission 50 in Hoboken

Linda Lindner//April 20, 2021

A multi-million-dollar renovation and rebranding mark the start of a new chapter for one of southwest Hoboken’s landmark office buildings.

Mission 50 – formerly the Hoboken Business Center (HBC) – said April 19 it reimagined an 80,000-square-foot boutique office building and coworking community that responds to evolving workplace needs and fosters collaboration, creativity and productivity. Situated at 50 Harrison St., the property has a long history of serving businesses in the Greater New York City marketplace.

Owned and managed by JDA Group LLC (JDA), the original HBC was developed in 2003 as a destination for small- to mid-sized firms and in 2011 became home to the “original” Mission 50, a 3,000-square-foot penthouse coworking space for entrepreneurs, small businesses and freelancers.

In early 2020, JDA Chief Executive Officer Greg Dell’Aquila launched a year-long initiative focused on transforming the HBC building into a unified community under the Mission 50 brand umbrella. The result is an elaborate coworking space with flexible offerings ranging from open seating and small private offices to enterprise spaces able to accommodate teams of up to 100 or more.

“Coworking and working more collaboratively have been trending for many years, and while COVID-19 was a bump in the road, the new generation of workforce still expects an immersive work ‘experience’ and to be part of a larger community regardless of one’s business or profession,” Dell’Aquila said. “That is what we are providing at Mission 50.”

Mission 50 Ali Lounge, Hoboken.
Mission 50 Ali Lounge, Hoboken. – MISSION 50

Mission 50’s multiple workspace environments include shared coworking spaces, with the option of coworking seating or dedicated desks; privacy pods, allowing for undisturbed solo or teamwork; private office suites to accommodate individuals or small teams; and traditional, fully customizable office concepts. Virtual offices/mailboxes are available as an add-on for members or as an option for businesses that require a work address but either do not need or are not quite ready to take on physical office space.

Mission 50’s updated branding vision starts with a new eye-catching exterior façade with lively colors and distinctive artwork.

“Graffiti art has really grown in Jersey City and the surrounding areas. Our team came up with the idea to not just paint the building, but to do it in a way that brings light to an area that needs it,” said Dell’Aquila.

Outside amenities at Mission 50 include a bike shed with outlets to charge electric scooters, and a 1,000-square-foot patio with ample bench seating and games, making it easy for members to spend time outside. High-end finishes continue throughout the building, including relaxing lounge seating, custom murals in stairwells, curated Flavor Paper wallpaper inspired by Andy Warhol, exposed brick, open ceilings, glass-front offices, artistic lighting fixtures, and more.

JDA partnered with marketing agency QuallsBenson to establish Mission 50’s redesign concept.

Ensuring a safe and healthy work environment is a top priority at Mission 50. The addition of state-of-the-art air filtration systems throughout the building is one of many adjustments that has been made in response to the global pandemic. A temperature check machine is located at the building entry, hand sanitizing machines can be found throughout. Cleaning includes electrostatic spraying on surfaces, and masks are required in common areas.