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EMM Group opens new lounge, LULU’S, at W Hoboken

EMM Group

EMM Group, one of NYC’s most successful hospitality companies, is celebrating the Super Bowl with the grand opening of a new restaurant/lounge, LULU’S. Located inside W Hoboken Hotel (225 River St. Hoboken, NJ), LULU’S offers expansive views of the Manhattan skyline across 4,000 square feet of indoor-outdoor entertaining space. The main area features 17 foot-tall ceilings and a 20 foot-long bar flanked by a large outdoor terrace on one side, and a cozy den with a vintage pool table on the other. Whether seeking an intimate area for conversation and drinks, or a lively venue to watch the big game on 8 wall-mounted televisions, LULU’S is the ideal space.

At night the lounge becomes the type of mature nightlife destination that EMM Group is known for. “Our goal with this space was to create an environment with something for everyone. LULU’S is a true neighborhood destination where you can come back time after time and count on a consistently elevated experience,” said EMM Group Partner, Mark Birnbaum.

An LED glass-block lighting column next to the DJ booth has panels that illuminate dynamically in sync with the music, while Murano chandeliers and a custom disco ball reflect off of one another to highlight the playful ambiance at LULU’S. Along the back wall of the room, black and ivory striped wallpaper adds an air of traditional elegance, enhanced by a wonderful collection of artwork by Damien Hirst and others.

LULU’S hours of operation are 5:30 p.m.-2:00 a.m. Tuesday-Thursday and 5:30 p.m.-3:00 a.m. Friday & Saturday evenings. Check out LULU’S Super Bowl Specials:


  • The Basic Bud (Light): $3
  • The Sixer (6 Bud Lights): $15
  • The Pitcher (Specialty Sangria): $20


  • Bucking Bronco: Belvedere Vodka, blood orange juice, lime juice, cayenne pepper
  • Sherman's Seattle Punch: Belvedere Vodka, mango, pomegranate, lime juice, soaked in fresh fruit
  • Tailgate Cider: Belvedere, hot apple cider, vanilla syrup, whipped cream, cinnamon
  • Man‐Mosa: Belvedere, fresh orange juice, Blue Moon
  • Kate's Candy: Belvedere, strawberry puree, topped Moet Rose, garnish (rock candy pop)


  • 2 Bottles, Belvedere Vodka: $400
  • 2 Bottles, Moet Imperial: $200
  • 1 Bottle Belvedere & 1 Bottle Moet: $300

For more information please visit or call (201) 253-2520 for reservations.


Eugene Remm and Mark Birnbaum along with business entrepreneur Michael Hirtenstein founded EMM Group in 2006 and have since built it into one of New York’s most successful and multi-faceted hospitality management companies. In Fall 2013, EMM Group unveiled La Cenita, a vibrant, contemporary Mexican restaurant in the Meatpacking District. Prior, EMM Group launched The General, a Modern Asian-inspired restaurant, FINALE, its largest New York nightlife venture to date and the Jazz Room at The General, an extension of the restaurant offering full dinner and cocktail service along with authentic, live jazz. In 2012, EMM Group expanded south, opening outposts of premier New York brands CATCH and SL inside The James Royal Palm in South Beach, Miami as well as partnering into HQ Nightclub and The Social within Revel in Atlantic City. Currently the company manages a dynamic portfolio that also includes Lexington Brass, SL East, The Chandelier Room, The Estate, a privately owned property in Sag Harbor for events, and Four Hundred, a members-only lifestyle management service.

For more information on EMM Group, please visit

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