Bell Works
General Business

Somerset Development Adds New Entertainment Venues to Bell Works

Golf simulator, escape room and virtual reality studio to open on “The Block at Bell Works” later this year

Somerset Development, one of the region’s real estate firms, announces three new retailers slated to open on “The Block at Bell Works” –  the metroburb’s thriving ground-floor selection of shops, restaurants, healthcare, community services and other destinations in Holmdel.

The latest tenants to join the roster at Bell Works are: Swing Loose, an indoor golf facility; Escapology, a real-life escape game experience; and oasisVRX, a state-of-the-art virtual reality center.

“We are thrilled to welcome these new retailers to ‘The Block at Bell Works’, each of which presents a unique range of experiences for both our workers and visitors to enjoy,” said Ralph Zucker, president of Somerset Development. “This marks an incredibly important step for the metroburb, as we continue to transform this once-vacant building into a true destination where people from across the region can come to work, dine, shop and gather.”

Swing Loose will open its first location at Bell Works and occupy 2,738 square feet on the building’s ground floor, accessible via its iconic quarter-mile atrium. The venue will feature multiple golf simulator bays offering a year-round golf experience for golfers ranging from experts to first-time learners. Leveraging today’s cutting-edge golf technology, each bay will provide detailed data aimed at improving play, such as swing technique, club impact, loft of the ball, and more.

Joining Swing Loose on “The Block” is Escapology, the second location for New Jersey’s premium real-life escape game experience. This 3,274-square foot destination will challenge up to eight players to work together to find clues, solve puzzles, and pick locks that will free them from the game room.

The third retailer to come to Bell Works is oasisVRX, a state-of-the-art virtual reality center. Set to occupy 2,577 square feet, oasisVRX will feature over 20 VR stations offering a vast library of experiences, from gaming and e-sports to fitness, education and meditation. Each station will be suited for either individual or group play.

All three entertainment venues are expected to open for business by mid-to-late summer 2019.

Sabre Real Estate Advisors Principal Justin Korinis, Director Dina Santarelli and Senior Associate Sean Pyle represented Somerset Development in each of the transactions.

As the “The Block” at Bell Works grows both tenants and daily visitors continue to take full advantage of the convenient retail options, including the great variety of places to dine. A few popular destinations are The Hummus & Pita Co., offering homemade fresh Mediterranean cuisine, and Bell Market, a food hall which features fresh baked goods, made-to-order salads, poke bowls, sushi rolls, customizable subs and deli sandwiches, as well as brick-oven baked pizza and bread.

Recent openings have also included Mexican restaurant Estrella Azul and Italian restaurant Mezza Luna. Other new destinations on the “The Block” are: The Bar Method, a popular exercise boutique offering specialized barre classes and group fitness; Holmdel Florist, a shop offering beautiful floral arrangements; Dimension Dental, a premier dental support organization; and Alchemist Jewelers, a fine jewelry boutique.

Other retailers welcoming regular customers are Salon Concrete, a hair salon offering professional cut, color and styling for men and women, and City Barn Country Penthouse, a boutique offering home, bed, bath and other gift items.

Bell Works has now leased more than one million square feet, including approximately 90 percent of its office space. Today, the building is home to over 70 signed tenants and welcomes thousands of workers daily, in addition to regular visitors. The building is also home to numerous public amenities, such as the Holmdel Library and Learning Center, as well as the Holmdel Montessori school.

With its location, architecture and design it’s also quickly becoming a destination for events, from regional networking seminars to community gatherings. Its recently completed, fully modernized 40,000 square foot conference and event space serves as an event venue. Meanwhile, the building will soon house a 186-room hotel on its rooftop along with a restaurant, bar, lounge area and infinity pool.

Originally constructed between 1962 and 1964 and designed by world-renowned modernist architect Eero Saarinen, the building is revered for its role in spurring the development of some of the world’s foremost inventions and research concepts. In its 40-plus year history as the research headquarters for Bell Laboratories, Lucent and Alcatel-Lucent, the building housed a total of seven Nobel Prize winners, including those who conceived theories for the laser, the Big Bang theory, cellular technology, the transistor, and more.

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