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Unique rental brand Urby is officially underway on its latest project, after breaking ground at 256 Observer Highway in Hoboken.

The development will add 345 apartments in a 16-story building as well as 17,000 square feet of retail space. According to an Aug. 6 announcement from the developer, the project anticipates opening in summer 2027.

The latest marks the brand’s ninth community in the U.S. Hoboken Urby will bring the brand’s community- and lifestyle-driven living to yet another Hudson County hotspot. And distinctively community-anchored in this case, with Urby based in the city.

“Hoboken is the perfect Urby neighborhood: it is well-connected, energetic, and has a genuine sense of community,” said David Barry, founder and CEO of Urby. “At Hoboken Urby, we’re layering social spaces alongside bright and spacious apartments, an integrated café, and retail to create a place where people can connect with each other and with the city around them.”

Hoboken Urby will offer studio as well as one-, two- and three-bedroom floorplans. Shawn Hausman Design designed interiors. Boutique brand The Standard Hotels also bears the company’s work.

On the fourth floor, Hoboken Urby will include a courtyard designed by Bas Smets. The renowned landscape architect is known for his recent work on the Notre Dame Cathedral in Paris. The outdoor space will feature bamboo, extensive greenery, a cold plunge pool, sunbeds, grill stations and a firepit pavilion.

Up on the roof, the building will offer a dog run.

According to the team, residence features include oversized windows with views of Manhattan and Jersey City, dimmable lighting and keyless entry; in addition to private terraces in select homes.

The setting promotes walkability as well as access. Hoboken offers shops, restaurants and parks, along with the waterfront. Meanwhile, the Hoboken Terminal – with PATH and NJ Transit service – and NY Waterway ferries offer direct connections to the surrounding region.

According to Niche, Hoboken is the No. 1 best place to live in Hudson County. The majority of the city rent their homes (66% vs. 34% own), according to the rankings and reviews website. Among its other accolades – which also includes an A+ “good for families” – the city is the top-ranked Best Places for Young Professionals in New Jersey, according to Niche.