As the US economy continues to strengthen, it is becoming a more attractive destination for international investors. Corporations and entrepreneurs are increasingly relocating not to suburban corporate campuses, but to more collaborative urban centres. These centres offer close proximity to major universities, research institutions and emerging startups – a proximity which promises valuable future collaborations.

No business environment would be complete without a great quality of life experience

There is one city in particular, just south of Manhattan, where just this kind of place is in development: New Brunswick, New Jersey. Possessing what is most prized when it comes to corporate relocation, New Brunswick is taking advantage of the city’s newly fortified infrastructure, available tax incentives, access to a highly skilled and diverse workforce, stable regulatory environment, and low corporate taxes to create the next great innovation district on the East Coast.

Connected appeal
The Hub @ New Brunswick Station will result in the region’s most exciting 24/7 mixed-use neighbourhood, right in the heart of downtown New Brunswick. The Hub’s 1.7 million sq ft will embrace the modern workplace culture with breathtaking design, innovative office opportunities, state-of-the-art research applications, ideal living spaces, trendy restaurants, spectacular public spaces, and unparalleled transport connections.

“Decision-makers around the world today are gravitating towards centres of excellence like The Hub”, says Christopher J Paladino, President of the New Brunswick Development Corporation (DEVCO), the highly successful non-profit firm developing the four-acre site.

Contributing to New Brunswick’s appeal are major institutions of higher learning like Rutgers University, Princeton University, NJ Institute of Technology and Stevens Institute of Technology, as well as prestigious entities like Rutgers Biomedical and Health Sciences, Robert Wood Johnson University Hospital, St Peter’s University Hospital, Rutgers Cancer Institute and Rutgers Child Health Institute. Furthermore, New Brunswick is also home to the world headquarters of Johnson & Johnson, one of the largest pharmaceutical and consumer health companies in the world.

“Corporate tenants can only benefit from being literally next door to these universities and institutes”, Paladino notes. “With these powerful assets, The Hub will be the perfect place for businesses to develop groundbreaking collaborations to advance their work.”

Tailor-made
Master-planned by KPF Architects, the design inspiration for The Hub was drawn from the firm’s extensive experience planning similar mixed-use complexes, including the expansive Hudson Yards project in Manhattan, Porta Nuova Varesine in Milan, and the Hanseatic Trade Center in Hamburg. It is, therefore, primed for use by biopharmaceutical, life sciences, information technology and financial services corporations, as well as other knowledge-based ventures. What’s more, The Hub is located directly across from New Brunswick Train Station, which serves the Northeast Corridor Line from Washington DC to New York City, and it will have direct connections to the train platforms.

The Hub will provide up to 800,000 sq ft of commercial, office and research space, plus 100,000 sq ft of street-level retail and 600 residential units.

Of course, no business environment would be complete without a great quality of life experience. “Modern corporate centres require not only places to work, but also convenient places to live, entertainment venues, restaurants and shops to keep employees happy and motivated”, says New Brunswick Mayor Jim Cahill. “We have all of that, and more. The Hub will showcase our city as a perfect work-live environment.”

“It is exciting to capitalise on the compatible growth strategies of New Brunswick and the surrounding universities to bring more jobs and economic vitality to our city”, Paladino states. “As a non-profit development company, we can be more engaged in positive social engineering than profit. That status allows us to reposition projects to meet changing tenant demands and take advantage of unique financing opportunities, while also creating a unique project like The Hub.”

Through innovation and incentives, The Hub @ New Brunswick Station is primed to become the next epicentre of the knowledge-based economy.