New West Loop Tower Sets Luxury Bar
The new Fulbrix Fulton development in the West Loop is setting the pace for best-in-class luxury. A recent tour showcased its efficient floorplans and modern finishes. This launch provides a fresh benchmark for amenity standards and price points in a key competitive submarket.
The development at 160 N. Elizabeth Street is a 27-story, 375-unit tower from developer Moceri + Roszak, a firm with a portfolio of other downtown luxury buildings including JeffJack, Linea, and Parkline. The building's name is a nod to the neighborhood's history, with "Ful" for Fulton Market and "Brix" for the brick warehouses that characterized the area. In April 2025, the property was sold for $170 million to a venture of New York-based Normandy Real Estate, marking the largest multifamily transaction in Chicago since June 2023. Fulbrix boasts an extensive 30,000 square feet of amenities, positioning it as a leader in the West Loop. The offerings include a resort-style pool deck with a spa, a state-of-the-art fitness center with SoulCycle bikes, a yoga studio, a golf simulator, and a media lounge. For remote workers, the building provides a co-working office, a business center, and outdoor cabanas equipped with Wi-Fi. Pet amenities are also a key feature, with a private dog run and a pet spa. The rise of amenity-rich developments like Fulbrix in the West Loop presents a direct challenge to the established luxury of the Gold Coast. While the Gold Coast has a reputation for prestige and historic charm, the West Loop is rapidly becoming a hub for new construction with a focus on modern, extensive amenity packages that appeal to a younger demographic. This includes not just Fulbrix, but other new projects that are transforming the former industrial area into a vibrant residential and culinary destination. In terms of pricing, the West Loop is seeing significant rent growth. As of early 2026, the average rent in the West Loop for a one-bedroom apartment is approximately $2,703, reflecting a 1.8% increase over the past year. For Fulton Market specifically, the average rent is even higher at $3,261, a nearly 4% increase from the previous year. By comparison, the average rent for a one-bedroom in the Gold Coast is around $2,477, though this can vary widely based on the building's age and amenities. The competitive landscape is shifting, with the West Loop's "live-work-play" environment and burgeoning restaurant scene attracting a renter profile that might have traditionally chosen the Gold Coast. The architectural style also differs, with the West Loop favoring modern glass towers and industrial-chic lofts, contrasting with the Gold Coast's mix of historic mansions, vintage high-rises, and newer constructions. In response to these market shifts, Golub & Company is also actively developing new properties in the West Loop. The company is a partner in a 362-unit high-rise at 301 S. Green Street, which will also feature a robust amenity package including a rooftop pool, co-working spaces, and a fitness center. This move indicates a strategy to compete directly in the burgeoning submarket, rather than relying solely on their established Gold Coast portfolio.
