Genius AI, the tech platform that recently rebranded from GlossGenius, is stretching out in Union Square. The company has expanded its headquarters at 838 Broadway by roughly 13,754 square feet, nearly doubling its footprint in the building and pushing the six story property to full occupancy.
According to Commercial Observer, the deal brings Genius AI's total space at 838 Broadway to about 27,373 square feet. Lease terms were not disclosed, but asking rent at the building was around $110 per square foot as of last November.
Funding and the Rebrand Behind the Growth
The fresh square footage lines up neatly with a recent Series D raise that brought in $44 million and valued the company at $1.15 billion, as Fortune reported. "How do we make it as easy as possible for business owners to run their businesses?" CEO Danielle Cohen Shohet told the outlet, describing the shift from salon software to AI operations for service businesses. The rebrand to Genius AI is aimed squarely at that broader market.
Building Background and Earlier Moves
On the bricks and mortar side, ZG Capital Partners repositioned and renovated the 19th century building at 838 Broadway before Genius AI ever moved in. Back when it was still GlossGenius, the firm relocated its headquarters there in 2024, taking roughly 13,619 square feet, according to a JLL announcement at the time. The refurbishment, which modernized storefronts and the lobby, helped set the stage for technology and hospitality tenants to grab space in this Union Square pocket.
Who Negotiated the Deal
A pair of JLL teams handled the paperwork. Brokers Joseph Sipala, Stefanie Rock, Finley Burger and Hannah Bernstein represented Genius AI, while another JLL group of Mitch Konsker, Ben Bass, Thomas Swartz and Greg Wang negotiated on behalf of ZG Capital Partners, Commercial Observer reported. "Genius AI exists to bring AI to the part of the economy that doesn't sit behind a screen, businesses built on face to face service," the company said in a statement to the outlet.
What It Means for the Neighborhood
The deal slots into a broader wave of AI and tech leasing in Manhattan. Colliers' first quarter 2026 market report found AI tenants accounted for a significant share of early 2026 tech demand, tightening submarkets like Midtown South and nearby Union Square. Recent expansions by companies such as Perplexity in the Union Square corridor have reinforced the area's appeal for fast growing AI platforms, according to REBusinessOnline.
For now, the message is pretty clear: Genius AI is betting on more desks, more meeting rooms and more in person collaboration to support a product that mixes digital automation with face to face services. If that approach works out, Union Square could keep drawing vertical AI firms that want both solid office infrastructure and quick access to clients.
