The Miami-born wellness café will open at 95 Mount Auburn Street on November 5
Pura Vida Miami is making its New England debut in the heart of Harvard Square. The Miami-born wellness café opens November 5 at 95 Mount Auburn Street, bringing its signature mix of food, wellness, and community to one of Greater Boston’s most iconic neighborhoods. With TIAA also extending its lease, the building is now 100% leased.
A First for New England
Founded in Miami in 2012 by husband-and-wife team Omer and Jennifer Horev, Pura Vida Miami has grown from a single neighborhood café into a national lifestyle brand, with locations across several major U.S. markets. Known for its all-day café concept, ingredient-driven menu, and thoughtfully designed spaces, the brand brings together food, wellness, and community.
At 95 Mount Auburn Street, Pura Vida Miami will enjoy strong street visibility and generous frontage along Mount Auburn Street, a prominent setting for the brand’s first New England café.
A Prime Harvard Square Location
Located in the heart of Harvard Square, 95 Mount Auburn Street benefits from a vibrant mix of retail, dining, education, and public transportation. The Square draws more than 8 million visitors annually, along with a dense daily population of students, faculty, professionals, and residents, giving a wellness brand like Pura Vida Miami direct access to a health-conscious customer base.
The three-story office and retail building is steps from public transportation, The Charles Hotel, and One Brattle Square. Pura Vida Miami will join neighboring retailers and restaurants, including Sweetgreen, Patagonia, Daily Provisions, Starbucks, CAVA, and Warby Parker.
From a leasing perspective, finding the right retail tenant means considering how a brand fits within the surrounding neighborhood. Pura Vida Miami’s all-day café concept and focus on food, wellness, and thoughtful design make it a strong addition to Harvard Square’s existing mix of dining and retail offerings.
Harvard Square’s Retail Resurgence
Pura Vida Miami’s arrival adds to a wave of momentum reshaping Harvard Square. Recent and upcoming additions include About Thyme, the neighborhood’s first Lebanese bakery in decades; New York’s 7th Street Burger; and Covet Consignment, which chose Harvard Square for its first location outside of Boston. That energy is also reflected in the strength of the Square’s existing retail community, including Bulfinch tenants Lovestruck Books, an independent bookshop that has become a neighborhood gathering point, and MUJI, the globally recognized lifestyle retailer. Having brought both to the Square, Bulfinch has been intentional about building a distinctive, community-oriented retail mix, and Pura Vida Miami is a natural next step.
TIAA Extends Its Commitment
Alongside Pura Vida Miami’s lease, TIAA has extended its commitment at 95 Mount Auburn Street, reinforcing the property’s established tenant base. Together, the two transactions bring the building to full occupancy.
“Pura Vida Miami’s decision to open its first New England location at 95 Mount Auburn Street reflects the continued appeal of Harvard Square as a retail destination. With Pura Vida Miami joining the property and TIAA extending its lease, we’re pleased to have reached full occupancy and look forward to welcoming the café to the neighborhood on November 5.” – Michael Wilcox, Managing Director, Leasing, Bulfinch
Space Available in Harvard Square
Harvard Square’s retail resurgence is also fueling demand for office space, as companies seek walkable, amenity-rich locations for their teams. Bulfinch has office availability at 44R Brattle Street and 44-48 Brattle Street. Learn more at bulfinch.com/leasing.