The concept of tiny houses has become popular around the country -- even spawning two HGTV shows -- and now developers are trying it with apartment living.

Nest Micro Apartments will offer fully furnished units that are less than 300 square feet in Journal Square. The building is being developed by KSNY, of New York, and Strategic Properties.

Ken Sato, CEO of Strategic Properties, and Keith Schwebel, CEO of KSNY, accompanied by Jersey City Mayor Steve Fulop and other officials, hosted a ground-breaking ceremony for the building Thursday.

The building, at 190 Academy St., will offer 122 units ranging in size from 220 to 280 square feet, with some units leasing at under $1,300 a month. The units will offer a full bathroom, kitchen and a combined living room, bedroom and dining room space.

Sato and Schwebel say they are using transformable furniture to get the most out of each apartment. The sofa unit folds out into a bed and the coffee table can be expanded into a table that seats from two to eight people.

Nest Micro Apartments will be within walking distance of public transportation, restaurants and stores, and it received a walking score of 96 out of 100 from WalkScore.com.

"Nest provides the best values in apartment living in Jersey City today: affordability, proximity and community," Schwebel said. "Nest Apartments are priced so (young professionals) can live autonomously ... with a quick commute to work in Manhattan or other parts of New Jersey."

Residents will have access plenty of building amenities, including a coffeehouse, rooftop area, TV lounge and billiards, laundromat, gym and bike storage. The building will also offer community events like mixers and rooftop events to create a sense of community.

The complex is designed for young professionals who work in New York City, but cannot afford to live there. Each apartment costs less than half of what landlords are getting for studio apartments in Manhattan -- and it's a short commute into the city.

"Brooklyn's great, but with rents rivaling Manhattan, people are getting pushed farther and farther away," Sato said. "Journal Square is just 10 minutes from (the World Trade Center) and with Jersey City attracting more and more cool restaurants, it's a great alternative at an affordable price."

The developers said they expect leasing to begin in August 2018.