Soho is in jeopardy of losing its most important local restaurant of almost 20 years, and we can't let that happen.

For the past two decades, Lure Fishbar has been more than a restaurant. It’s been a home base for the SoHo community—a place where families celebrate milestones, locals gather after long days, and artists, entrepreneurs, and neighbors all sit side by side.

Tucked below 142 Mercer Street, Lure is a design landmark and cultural anchor. It’s where the creative energy of downtown Manhattan meets timeless hospitality. Over the years, it’s quietly welcomed everyone from academy award-winning actors to music icons, but it’s the regulars—the ones who show up every week and never miss bringing their families to Lure for a celebration—that define its spirit.

Now, Lure's future is at risk. With Prada set to take over the lease, this neighborhood institution could disappear.

While Lure’s owner remains hopeful about ongoing conversations with Prada, the risk of losing Lure is too real to ignore. In a city where so many beloved places are pushed out in the name of change, we believe this is one worth fighting for.

And Prada has a rare opportunity here. As a brand that celebrates heritage and craftsmanship, Prada can choose to support—not replace—a local legacy. By keeping Lure in its home, Prada would show it values not just the prestige of SoHo, but the people and places that give it soul.

This petition is our way of saying: Lure matters. Not just to celebrities or longtime fans—but to families, friends, and locals who’ve built their own history here.

Let’s make sure this story doesn’t end too soon.