A familiar landmark is getting a future-ready reset. The former Monmouth Mall is being reimagined as Monmouth Square, a more than $500 million open-air town center by Kushner that blends daily-needs retail, dining, housing and public space into a walkable district designed for everyday life.
Located at 180 Route 35 in Eatontown, plans call for 990,000 square feet of retail and restaurants anchored by Whole Foods Market, 1,000 residential units, medical office space, a central public green for concerts and farmers markets, and a connected network of pedestrian paths that link the site together.
Residential architecture is by Minno & Wasko Architects and Planners; residential interiors were designed by Stonehill Taylor. Retail architecture is by Benoy and The Dietz Partnership. BOND RP is serving as retail broker.
Kushner describes the approach as a deliberate “de-malling” of a 60-year regional icon. The redevelopment reduces the legacy retail footprint by about 40% and turns the experience inside out: long interior corridors give way to free-standing buildings with street-front entries, outdoor circulation and defined public spaces meant to function like an urban main street.
Groundbreaking and demolition began May 9, 2024. Demolition is substantially complete and infrastructure work is underway. Shells for Whole Foods Market, Cava and Prince Street Pizza are nearing completion. Vertical construction has begun on the first residential buildings, with leasing targeted for late 2026. Work is also advancing on the central green and a 40,000-square-foot resident clubhouse. Full completion is slated for 2028.
“We’re assembling a tenant mix that responds to how people live today while widening the range of choices for the area,” said Nicole Kushner Meyer, president of Kushner. “The goal is a destination with lasting community impact.”
Dining leads, neighborhood follows
Kushner is curating a lineup that balances national names with local operators, including Whole Foods Market (anchor), Cava, Prince Street Pizza, Van Leeuwen Ice Cream, Offshore Coffee, Arhaus, Design Within Reach, Pura Vida and STRONG Pilates.
Long-standing anchors Macy’s, Boscov’s and AMC remain open through construction, along with Barnes & Noble, which moved into a new space with a refreshed café. Their continued presence keeps the site active as the new district takes shape. Overall leasing stands at 82% pre-leased.
Food anchors much of the early momentum. Felice—the Tuscan-inspired restaurant and wine bar from SA Hospitality Group—has signed a lease for a 4,500-square-foot space fronting the town square. It marks the brand’s first New Jersey location and its flagship outside New York and Florida.
“We’re very intentional about where we grow, and Eatontown stood out as the perfect neighborhood to bring our restaurant,” said Jacopo Giustiniani, partner at SA Hospitality Group. “It has the right energy, community and character and feels like a natural fit.”
What changes on the ground
Monmouth Square’s plan concentrates activity in a more compact, connected format. Street-front entries and shorter blocks increase visibility for retailers and simplify access for shoppers.
The public green is designed as the project’s “living room,” programmed for markets, music and seasonal events that can draw visitors year-round. Residential buildings sit within walking distance of retail and recreation, tying the district’s uses together.
For Eatontown and the broader Monmouth County market, the shift from a single-purpose enclosed mall to a mixed-use town center aims to deliver three key benefits:
• A regional lifestyle hub: Curated restaurants, cafés and shops that elevate the regional experience.
• Walkability: Outdoor circulation, shorter blocks and inviting public spaces.
• Community programming: A central green designed to host regular events and serve as a civic gathering place.
Timeline and next steps
With site preparation and major demolition largely complete, the near-term focus is finishing key retail shells, advancing vertical residential construction and opening portions of the public realm as they’re ready. Residential leasing is expected to begin in late 2026, with overall completion tracking toward 2028.
During the transition, legacy anchors will remain open and new tenants will phase in as spaces deliver.
Why it matters
Monmouth Square occupies a site woven into local memory. The redevelopment aims to preserve that centrality while updating how the property serves the region. If successful, the project could become a model for adaptive reuse—meeting modern retail realities, adding much-needed housing and creating a civic-minded public realm that encourages people to linger rather than simply park, purchase and leave.
At a glance
Project: Monmouth Square
Address: 180 Route 35, Eatontown, NJ 07724
Developer: Kushner — kushner.com
Team: Minno & Wasko (residential); Benoy and The Dietz Partnership (retail)
Broker: BOND RP