Restaurants and cafés are becoming the new “it” fixture for fashion brands. While it’s no secret that food is just as creative an art form, the leap from garments, shoes, bags, and other accessories to pastry shops and bistros is surprising. In November 2024, Louis Vuitton launched its first U.S. café at its temporary flagship location on 6 E. 57th St. in Manhattan. Now, it seems that another beloved high-fashion brand, Prada, will be joining the ranks with a café located in the heart of New York City’s SoHo neighborhood.

The Prada café is set to open in mid-2026 at the current location of the famed restaurant Lure Fishbar.

For those familiar, Lure is a New York institution. Known for its high-quality sushi, gastro burgers, and craft cocktails, it has long been a neighborhood hub where artists, designers, comedians, and actors come to dine and unwind.

However, with reports swirling about Prada taking over the space once the lease is up, the vibe is bound to change.

Nestled at 142 Mercer St. and Prince St., the location offers a cozy setting near Prada’s iconic SoHo shop.

As reported by the New York Post, the Italian fashion brand’s footprint currently includes the entire floor above Lure and half the floor surrounding it. Many New Yorkers may remember it as the former Guggenheim SoHo location.

However, come mid-2026, the café may further expand Prada’s real estate in the neighborhood.

@theblessingalbright

We’re just girls 🥹💅 #prada #pradacafe #pradacaffe #pradaharrods #harrods #harrodscafe #girlsdayout

♬ Bridgerton (Theme) – The Theme System

Prada’s First Café in the U.S.

While this location will be Prada’s first in the United States, it’s not the brand’s first venture into a café concept. The Prada Café at Harrods in London was a major success, becoming a destination for TikTokers and foodies alike. Given its popularity, it’s no surprise that a U.S. location is now in the works.

The buzz around the takeover isn’t sitting well with longtime Lure guests, including Chris Rock, Dave Chappelle, and Heidi Klum. However, if the success of the Louis Vuitton Café and Harrods pop-up is any indication, the SoHo Prada Café is set to become a hotspot.

Whether visitors come for the fashion or the interiors, the café promises a stunning design, eye-catching details, and highly Instagrammable food and drinks—perfectly fitting for SoHo’s trendy scene.