‘Juice Press’ Apparently Gave up on its East 1st Street Annex
Looks like the original location of Juice Press won’t be expanding into the sliver space next door, after all.
In September 2015, the juicery rolled out a viral street campaign to announce its acquisition of the adjacent real estate at 70 East 1st Street (the former Hengst boutique). It scrawled a message on the window stating how “this store is the incubator for my next food concept … I hope I don’t fail.” Nineteen months (and plenty of window advertising) later, that’s what happened, as the annex never quite got off the ground.
A large leasing banner (i.e. tombstone signage) is now affixed to the marquee.
Marcus Antebi founded Juice Press in April 2010 and took the retail space at 70 East 1st Street. The store is nicknamed, “JP1.” Nine years later, business is booming with sixty-two stores across the tristate area, including forty-six in Manhattan alone.