Pura Vida To Open First Location Outside Of Miami At Rosemary Square

Health-Conscious Café Complements Neighborhood’s Growing Culinary Collection Including True Food Kitchen, High Dive and Barrio Sangria Bar

WEST PALM BEACH, FL (July 18, 2019) – Rosemary Square today announced Pura Vida, a Miami-based, health-conscious café, will open their first location outside of Miami on the corner of Rosemary Avenue and Fern Street in the vibrant Downtown West Palm Beach neighborhood adjacent to 360 Rosemary. Pura Vida joins Rosemary Square’s growing roster of notable culinary talent as Related Companies continues to transform the neighborhood into a true live, work, play destination with an emphasis on health, wellness and sustainability. Pura Vida is expected to open in 2020.

“Fresh, locally sourced and health-minded elements are key ingredients of Rosemary Square’s new culinary destinations and are increasingly sought-after by those who live, work and visit the neighborhood,” said Gopal Rajegowda, Senior Vice President of Related Companies. “Pura Vida is a master of their craft bringing a nourishing and refreshing dining experience to West Palm Beach. Their forward-thinking design and menu will be a welcomed experience in the new culinary heart of the city at Rosemary Square.”

Pura Vida was started by husband and wife team Omer and Jennifer Horev with the intention to create a community of health-minded foodies who value quality cuisine. With a menu inspired by their travels and influenced by friends and family, Pura Vida is a destination where a vegetarian and carnivore can dine for breakfast, lunch, dinner, and everything in between. The all-day cafe’s new 2,900-square-foot location at Rosemary Square will be Pura Vida’s first dining experience outside of Miami, where they currently serve the South Beach, Edgewater, and University of Miami Coral Gables communities. Pura Vida has also collaborated with Equinox sports clubs to open within the lifestyle leader’s Florida club locations in South Beach, Coral Gables, Aventura, Brickell Heights, and Four Seasons Brickell. The new West Palm Beach location will offer an array of health-conscious dishes such as organic açaí bowls, superfood-packed smoothies, freshly squeezed juices, salads, and wraps made with fresh and simple locally sourced ingredients and developed with sustainability in mind. Pura Vida’s healthful cuisine is also available to order for pickup via a mobile app, allowing for a seamless grab-and-go experience for both local residents and business professionals.

“We’ve designed the spaces to be an extension of our own home,” said Jennifer Horev, co-founder and Chief Brand Officer of Pura Vida. “One of our goals is to make an impact in our communities, not only by providing healthy and fresh options, but also by supporting those who value quality and health. We are thrilled to bring our little slice of paradise to Rosemary Square.”

Pura Vida will join a host of new culinary concepts expected to open at Rosemary Square. Upcoming culinary concepts from notable chefs, brands and restaurateurs include a 6,000-square-foot, award-winning True Food Kitchen specializing in health-minded and seasonally inspired fare by Dr. Andrew Weil; High Dive, a hip seafood spot featuring locally sourced fish and produce from Jeremy Bearman, former executive chef of Michelin-starred Rouge Tomate, and wife Cindy Bearman, former Pastry Chef of Jean George’s ABC Kitchen; Barrio Sangria Bar, a lively sangria and tapas concept by Big Time Restaurant Group; Sur La Table, which will boast retail, a full-time chef and cooking school; and soon-to-reopen The Shack by Field of Greens, the popular, health-conscious grab-and-go that first debuted on the square in 2017.

As Rosemary Square continues to place health, wellness, and sustainability at its core, Pura Vida will complement a number of existing wellness-related initiatives including District Fit, a three-day event focused on mindful movement and physical well-being; Culture of Change, a monthly community yoga event with rotating charitable beneficiaries; Wellness Wednesday, a free, weekly fitness class at Rosemary Square; and The Garden Shoppe, a pop-up concept by Palm Beach Farmyards that features a retail garden shop offering locally grown produce and edible plants, as well as regular events. Weekly hands-on workshops are hosted at The Garden Shoppe focusing on sustainability practices and urban farming techniques, as well as garden-inspired happy hours on Fridays, all-day festivals celebrating community on Saturdays, and farmers markets on Sundays.

Images are available at https://related.box.com/s/osd67oww7r49ns7f9blu1bpf0gub2afl.

For more information about Rosemary Square, please visit RosemarySquareWPB.com.


Related Companies is a global real estate and lifestyle company defined by innovation and the most prominent privately owned real estate firm in the United States. Formed over 40 years ago, Related is a fully-integrated, highly diversified industry leader with experience in virtually every aspect of development, acquisitions, management, finance, marketing and sales. Headquartered in New York City, Related has offices and major developments in Boston, Chicago, Los Angeles, San Francisco, South Florida, Washington, D.C., Abu Dhabi and London, and boasts a team of over 3,800 professionals. With over $50 billion in assets owned or under development including the 28-acre Hudson Yards neighborhood development on Manhattan’s West Side, Rosemary Square, the reimagination of downtown West Palm Beach, and The Grand and Related’s Santa Clara development in California. Related was recently named to Fast Company Magazine’s list of the 50 Most Innovative Companies in the World. Related also owns Equinox® Fitness Clubs and SoulCycle further expanding the company’s capabilities into the health and fitness arena and enhancing the value of its properties through an exclusive, branded amenity and lifestyle offering. For more information about Related, please visit www.related.com.

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