In Miami’s Excessive-Finish Dwelling Market, the Makers of Quick Automobiles Are Designing Condos, Too


Drive round Miami and also you’ll be dazzled by an array of luxurious automobile manufacturers in an abundance you received’t discover wherever else. And now, these manufacturers may be present in Miami’s skyline, too.

Lately, elite automakers have been partnering with apartment builders to create luxurious branded residences, decked out with flashy facilities and indulgent providers.

“Automobiles are a giant a part of individuals’s way of life in Miami,” mentioned Jon Mann, an actual property agent with the Jills Zeder Group, who has offered models on the Porsche Design Tower and Aston Martin Residences. “These manufacturers are on the lookout for methods to set themselves aside and make themselves really feel much more particular to excessive net-worth people which have the sources to purchase something… They need to create a better bond with that clientele.”

In Miami’s Brickell neighborhood, 1100 Millicento by Italian automobile design agency Pininfarina, was the primary among the many branded towers, with scarlet-red interiors designed by Pininfarina evoking the mirroring the seems of Ferraris and Maseratis. Subsequent got here the Porsche Design Tower in Sunny Isles Seaside in 2017, adopted by the Aston Martin Residences, which is ready to open later this yr in downtown Miami. A tower designed with Bentley is slated to open in 2026, additionally downtown.

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It takes the makers of quick vehicles to design for a fast-paced market. As Miami apartment builders search to distinguish their residences from rivals, these partnerships have helped to make their towers stand out from the group.

“Miami is a mature market the place all the pieces sort of already exists,” mentioned Gil Dezer, president of Dezer Growth, which constructed the Porsche Design Tower and is engaged on the Bentley Residences subsequent door. “Everyone’s seeking to differentiate the product.”

Exterior view of Porsche Design Tower in Porsche Design Tower in Sunny Isles Seaside, Florida.


John Parra / Stringer / Getty Pictures

Constructed for ‘Having fun with Your Toys’

As patrons’ buying energy in Miami has grown, their proclivity towards particular, rarefied properties has elevated, too.

“It was all the time ‘location, location, location,’” Mr. Mann mentioned. “Then builders began specializing in expertise to sort of create some separation amongst themselves. After which they added star architects. Now, it’s been the iteration in direction of manufacturers.”

Branded residences have existed for years. Most are collaborations with resorts, such because the Ritz Carlton Residences, with areas worldwide, or the Towers of the Waldorf Astoria in Manhattan. About two in 5 prime worldwide patrons say they’d be keen to pay a premium for a branded residence, in line with a Knight Frank survey of greater than 900 shoppers globally.

Automobile manufacturers are comparatively new to the sport, and it is smart that they’ve chosen Miami, a metropolis with a world popularity for luxurious vehicles and tradition. Past its white-sand seashores and expansive shoreline, Miami is likely one of the 4 cities that hosts the Artwork Basel artwork honest, is residence to its share of Michelin starred eating places, and as of 2022, had entered right into a 10-year contract with Formulation One to host the Miami Grand Prix.

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“Increasingly more on a regular basis, Miami is turning into one of the related cities on this planet,” mentioned Alejandro Aljanati, chief advertising and marketing officer of G&G Enterprise Developments, which is constructing the Aston Martin Residences downtown, the place condos are priced from $1.5 million to upwards of $59 million. “Miami is the Monaco of the Americas.”

Sky foyer at Aston Martin Residences in downtown Miami.


Aston Martin Residences

It additionally has a long-known popularity amongst worldwide traders, primarily from Latin America and Russia, who get pleasure from having a second residence the place they’ll safely flaunt their cash.

“In Latin America, you definitely don’t need to exhibit your wealth due to safety causes,” Mr. Mann mentioned. “A few of these of us from Venezuela or Colombia—the place you must drive round with bulletproof home windows— are right here as a result of they’ve a chance to benefit from the fruits of their success in enterprise and never have to fret about security.”

As Mr. Aljanati places it: “Miami is a metropolis the place you may get pleasure from your toys.”

These branded residences are constructed for simply that. Residents within the Porsche Design Tower have the choice to buy further storage areas with home windows overlooking the ocean. On the Aston Martin Residences, buying sure top-floor penthouses can even get you a restricted version automobile. 

On the Aston Martin Residences, buying sure top-floor penthouses can even get you a restricted version automobile.


Aston Martin Residences

With every new tower, the listing of facilities grows seemingly longer. The automobile elevators—a novelty when Mr. Dezer launched them within the Porsche Design Tower—are actually a design aspect inside each the Aston Martin Residents and the longer term Bentley Tower. The Porsche Design Tower options full-size swimming pools on every balcony. The Aston Martin Residences consists of entry to an unique superyacht marina. On the Bentley Tower, residents will be capable of entertain company on the whisky bar or cigar lounge. 

A rendering of Bentley Tower’s cigar lounge.


Dezer Growth

Every residence is designed to imitate the expertise of proudly owning one among these luxurious vehicle manufacturers. On the Porsche Tower, homeowners would possibly acknowledge the faint scent of the automobile’s inside as it’s subtle all through the foyer. On the Bentley Tower, the outside is clad with the diamond sample that homeowners would possibly acknowledge from the stitching on the seats. On the Aston Martin Residences, the constructing is designed to mirror the curves of the sports activities automobile.

“Once you open the door of an Aston Martin, it multiplies your senses,” mentioned Mr. Aljanati. “The scent of the leather-based, the picket contact of the doorways—it encompasses your spirit. That’s the precise philosophy, when it comes to feelings, that we’re mirroring with the Aston Martin Residences.”

On the Bentley Tower, the outside is clad with the diamond sample that homeowners would possibly acknowledge from the stitching on the seats.


Dezer Growth

Properties Tailor-made to Miami’s Distinctive Life-style

For some patrons, although, it’s not a lot loyalty to the model that pulls them. 

Joey Goldman, co-chair of Miami-based Goldman Properties, purchased a 6,000-square-foot apartment within the Porsche Design Tower three years in the past and made it his household’s major residence.

Regardless of residing in a Porsche constructing, Mr. Goldman is extra more likely to be seen driving by way of city in his Rolls Royce or his Cadillac Escalade. He says he loves vehicles—in addition to the space for storing the constructing gives—however greater than that, he loves the privateness and comfort of accessing his automobile from his personal condominium.


“The Porsche Tower is actually the one constructing that I’ve discovered you can have an condominium the scale of a home overlooking the ocean, with a swimming pool on the balcony and a storage in your front room,” Mr. Goldman mentioned.

“My spouse and I can exit for dinner with our daughter. She will be able to go to sleep within the automobile. We drive residence, push a button, the automobile elevator takes us as much as the fiftieth flooring, and we are able to simply carry our daughter straight into mattress,” he mentioned. “You get to dwell in a gorgeous excessive safety, excessive rise constructing, however it’s like you’ve gotten a storage as should you’re on the bottom flooring.”

For automobile collectors, rarity is all the pieces. Patrons really feel the identical means about their residences at these towers.

“These patrons need one thing that’s like a bit of artwork or jewellery,” Mr. Mann mentioned. “It’s a uncommon distinctive object that they get to make use of and luxuriate in on the seaside.”

And that’s why Mr. Goldman says he can’t think about promoting.

“It’s distinctive on this planet,” Mr. Goldman mentioned. “I actually really feel so fortunate.”


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