Lauren Rivera 
To most Jersey City tourists, 155 Morgan Street may just be another building on the street — but to longtime JC residents, the property holds far greater significance, one rooted in the city’s rich artistic history. In the 90s, it served as the headquarters for Flavor Unit Entertainment, Queen Latifah’s multimedia production company, and before that, it was one of Chilltown’s first firehouses of the 20th century. After sitting vacant for approximately 10 years, it may be getting a new lease on life with the arrival of a new restaurant, banquet hall, and event space. Read on for more on this property’s history and the new business that may come to the space in Jersey City, New Jersey.
Photo Credit: Google Maps
About 155 Morgan Street
Designed by William Y. Brady, the historic structure at 155 Morgan Street was first built around 1900. At the time, it was known as Engine Company No. 1, a municipal firehouse that played a key role in Jersey City’s transition from volunteer to professional fire services, per Jersey Digs. Operating under the Jersey City Fire Department, the building remained an active fire station for much of the early 20th Century until it was decommissioned years later.
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In June 1996, New Jersey BNR and pop culture legend Queen Latifah purchased the 4,000-square-foot space, giving the historic venue a second life, one rooted in the arts scene of the early 90s + the Y2K era. (She even lived in The Heights neighborhood during this time.) After purchasing the property, she converted it into the headquarters of Flavor Unit Entertainment, which originally launched as a record label and talent management company, eventually evolving into a full-fledged film and television production company, according to 21 Ninety.
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Right in the heart of downtown Jersey City, the Morgan Street space saw the production of iconic TV shows + films, including Beauty Shop, Single Ladies, The Queen Latifah Show, and MTV’s reboot of Scream.
For just over $2 million, the property was sold to NJ Dragon Property LLC in 2015. The following year, it was approved for a two-story addition by the Jersey City Zoning Board, per Jersey Digs.
Despite the zoning greenlight back in 2016, the two-story addition has yet to be constructed on the property. According to city records, the site is listed on the Abandoned Properties Rehabilitation Act (APRA) list, indicating that it has remained vacant for all this time.
What’s Coming to the Space?
Silverman, a real estate development firm based in Jersey City, plans to convert the former firehouse + production headquarters into a locale that triples as a restaurant, banquet hall, and event space, per Jersey Digs.
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The Morgan Street building is currently placed under Jersey City’s Scatter Site Redevelopment Plan. Because this zoning policy does not permit retail or commercial use above the first floor, Silverman has requested that the site be removed from this plan and be included in the Powerhouse Arts District Redevelopment Plan, which allows for mixed-use development.
The Jersey City Council unanimously voted to conduct a redevelopment study of the property during the June 11th meeting. This means that the council will work with the Planning Board to assess whether the space qualifies as one in need of redevelopment. The process will also include a public hearing.
The Jersey City Planning Board is scheduled to review this proposed change on August 12th, 2025.
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The Hoboken Girl has reached out to Silverman and will update this article with any new information.
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