Purpose And Moniker Undertake Revival Of North Park’s Waldorf Building As Mixed-Used Hub

San Diego native and North Park resident, Nathan Cadieux, is working alongside Moniker Design Studio to revive North Park’s iconic Waldorf Television Building.

Cadieux acquired the building in summer of 2022 under the umbrella of his new real estate development group, Purpose.

Constructed in 1950, North Park’s Waldorf Television Building is an iconic 12,000 square-foot, two-story property located in the heart of North Park at 3140 University Avenue.

North Park's Waldorf By Purpose Real Estate Group

Reviving an icon

With construction underway, a façade renovation and interior repositioning will open the space and revive the design to honor the iconic character of the original building. Meanwhile, the addition of ~1,000 square feet of outdoor patio space will activate the University Avenue/Iowa Street corridors and augment the neighborhood’s sidewalk experience.

Cadieux is working with OBR Architecture and Moniker Design Studio on the buildout, and upon completion this summer, The Waldorf will reopen as a vibrant mixed-use development with eleven design-forward residences and ~6,400 square feet of retail.

“We’re focused on delivering a well-designed, thoughtful property that brings together the local community,” said Nathan Cadieux, CEO of Purpose. “From settings that promote outdoor activation to moments that encourage human connection, our vision for The Waldorf is executed through a design process that creates more personalization and emotional connections for our residents and visitors alike.” 

North Park's Waldorf By Purpose Real Estate Group

To further the company’s mission of giving purpose to each project, Cadieux says a portion of the Waldorf’s operating budget will incorporate an allowance to support charitable local and global initiatives through a tailored purpose impact program.

Moniker Group to anchor retail presence

One of The Waldorf’s two retail suites will be operated by San Diego hospitality powerhouse, Moniker Group. Alongside CEO Ryan Sisson, Cadieux helps lead Moniker as President of Hospitality & Real Estate.

The duo will introduce a new community space to North Park with Moniker General Outpost, which expands on the success of their brick-and-mortar flagship Moniker General in Liberty Station.

Moniker General

Having amassed a cult-like following with its mix of beautifully-designed retail, a coffee shop/cocktail bar, Moniker General has become a community mainstay with nods from the Wall Street Journal, Sunset Magazine, Afar, Los Angeles Times and more.

North Park’s new Moniker General Outpost will marry two of Moniker’s B2C brands, Moniker Coffee Co. and Shop Moniker, which will curate a limited selection of apparel, personal care items and home goods on-site.

A place to stay a while…

More than a coffee shop and café, the hybrid experience will invite patrons not only to shop but to stay a while—the kind of community place where pour-overs pair perfectly with vintage dresses and cold brews are a heavenly match for coastal inspired home decor.

The ~2,000  square foot space is unique in that it will showcase Moniker’s one of a kind approach to community centric design with Moniker Design Studio (IDEA 1, The Oaks, Full Circle) leading the interior design and branding and Moniker Building Co. (forthcoming Lafayette Hotel, Waverly, Sony) managing the custom furniture, mill work and finishes.

North Park's Waldorf By Purpose Real Estate Group

“We’re thrilled to be expanding our family of brands into one of the city’s most distinctive urban neighborhoods,” says Ryan Sission, CEO of Moniker Group.  “North Park has a unique story, and we’re working diligently to capture that soul through Moniker General Outpost to offer a welcoming community space with convenience and seamless connection to the surrounding neighborhood.”

Moniker Group will begin the buildout of Moniker General Outpost in May and anticipates opening doors in parallel with The Waldorf’s completion. The second of the building’s two retail suites has been leased at ~3,100 square feet and will debut as a full-service restaurant by an undisclosed operator later this summer.

See you there, San Diego!

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