The Ultimate Guide: 7 Real-Life Filming Locations Where They Shot Colleen Hoover's 'It Ends With Us'

The highly-anticipated film adaptation of Colleen Hoover's best-selling novel, It Ends With Us, has captivated audiences, not just for its compelling, emotional narrative, but also for its stunning visual backdrop. As of December 2025, the movie's cinematic world has been revealed, and the answer to "where did they film It Ends With Us" is a surprising twist for fans of the book. While the story of Lily Bloom and Ryle Kincaid is famously set against the picturesque, historic backdrop of Boston, Massachusetts, the actual production chose a different, equally charming East Coast location to bring the story to life.

The truth is that the majority of the principal photography, which took place throughout 2024, was not shot in Beantown at all. Instead, the production team creatively transformed various locations across New Jersey, successfully doubling the Garden State for the iconic New England setting. The choice of New Jersey, particularly the vibrant cities of Jersey City and Hoboken, provided the crew with the necessary aesthetic and logistical advantages to capture the essence of the novel's world, from Lily's flower shop to Ryle's neurosurgeon apartment.

The Complete List of Key Filming Locations: New Jersey Doubles for Boston

The film's production, led by director and star Justin Baldoni and featuring Blake Lively as Lily Bloom, made a conscious decision to utilize the unique architecture and waterfront views of New Jersey to stand in for Boston. This strategic move allowed the production to create a fresh, yet faithful, representation of the book’s atmosphere. Location Manager Jeff Brown confirmed the extensive use of New Jersey to portray the Massachusetts setting.

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• Primary Filming Cities: Hoboken, New Jersey, and Jersey City, New Jersey.
• The Book's Setting: Boston, Massachusetts, and the fictional town of Plethora, Maine.
• Production Company: Wayfarer Studios, founded by Justin Baldoni.
• Filming Period: Principal photography largely took place in 2024.

1. Lily Bloom's Flower Shop: A Vacant Storefront in Hoboken

One of the most central and symbolic locations in the entire story is Lily Bloom's flower shop. This is where Lily's journey into entrepreneurship begins and serves as a safe haven amidst her personal turmoil. The production team found the perfect spot for this critical setting not in Boston, but in Hoboken, New Jersey.

The crew transformed a vacant storefront in Hoboken into the charming, bustling "Lily Bloom's." The meticulous set design ensured the shop felt authentic to the book's description, making the New Jersey location virtually indistinguishable from a genuine Boston establishment. Fans have noted that the area around the storefront, including a real estate agency across the street, features prominently in the background of many scenes, solidifying the Hoboken streetscape as a key part of the movie’s visual identity.

2. The Fateful Restaurant Scene: South House in Jersey City

A pivotal moment in the narrative, where fate and a chance encounter change the course of Lily's life, takes place at a restaurant. This significant scene was filmed at a real-life fine dining establishment: South House in Jersey City.

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South House, known for its distinct atmosphere, provided the ideal setting for the dramatic and emotional weight of the scene. Using a functioning restaurant adds a layer of realism and depth to the production, showcasing Jersey City’s ability to convincingly portray a high-end Boston eatery. This location is a must-visit for fans looking to step into the world of the film.

3. Ryle Kincaid's Apartment and the Rooftop

The iconic rooftop where Lily and Ryle Kincaid, the charming but volatile neurosurgeon, first meet is another crucial setting. While specific addresses are often kept private for residential filming, the rooftop scenes were filmed in the New Jersey area, likely offering stunning skyline views that mimic the feel of a high-rise Boston apartment building.

The production utilized a rooftop in the Hoboken/Jersey City corridor, which boasts impressive views of the Manhattan skyline. This visual element helps to establish the upscale, urban environment essential to Ryle's character and their initial connection. The proximity to New York City is a key reason why the New Jersey location was chosen to stand in for a major metropolitan setting like Boston.

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Key Cast and Crew Entities That Brought the Book to the Big Screen

The success of adapting a beloved novel like It Ends With Us relies heavily on the talent both in front of and behind the camera. The film features a star-studded cast and a dedicated crew, all of whom are essential to the topical authority surrounding this production. The creative team worked closely with author Colleen Hoover, who also served as an Executive Producer, ensuring the film remained true to the source material while navigating the challenges of on-location filming.

The Main Cast and Characters

• Blake Lively: Lily Bloom (The protagonist and owner of Lily Bloom's flower shop).
• Justin Baldoni: Ryle Kincaid (The charismatic neurosurgeon, also the film's Director).
• Brandon Sklenar: Atlas Corrigan (Lily's first love, a chef).
• Jenny Slate: Allysa Kincaid (Ryle's sister and Lily's friend).
• Hasan Minhaj: Marshall (Allysa's husband).
• Isabela Ferrer: Young Lily (Portraying the character in flashback scenes).

The Creative Team and Production Entities

• Author & Executive Producer: Colleen Hoover.
• Director & Star: Justin Baldoni.
• Screenplay By: Christy Hall.
• Location Manager: Jeff Brown (Instrumental in choosing the New Jersey locations).
• Production Company: Wayfarer Studios (Baldoni's company).
• Studio Partners: Sony Pictures and Netflix (Involved in development and distribution).

Why New Jersey Was Chosen to Replace Boston

The decision to film in New Jersey, despite the story's deep roots in Boston, was a strategic one involving logistics, aesthetics, and economics. While the book's setting is crucial, the film needed a practical production base that could convincingly stand in for the Massachusetts capital.

New Jersey’s proximity to New York City offers several advantages. It provides easier access to major production infrastructure, crew bases, and equipment, which is often a significant factor in large-scale film productions. Furthermore, the cities of Hoboken and Jersey City offer a similar architectural feel to parts of Boston, with historic brownstones, bustling downtown areas, and waterfront districts that mirror the New England aesthetic.

Location Manager Jeff Brown explained that the production found the necessary variety of locations in New Jersey to construct the world of the film. From the upscale apartment buildings needed for Ryle’s life to the specific type of storefront required for Lily Bloom's business, New Jersey provided the perfect cinematic canvas. The successful transformation of these New Jersey locales into the world of It Ends With Us is a testament to the art of filmmaking and set design.

For fans visiting the East Coast, exploring the streets of Hoboken and Jersey City offers a unique opportunity to walk in the footsteps of Lily and Ryle, experiencing the real-life locations that became the heart of this powerful story.