In Miami’s High-End Home Market, Makers of Fast Cars Are Designing Condos, Too

carry miami And you will be amazed by such an abundance of luxury car brands that you will not find anywhere else. And now, those brands can be found in Miami’s skyline, too.

In recent years, elite automakers have been partnering with condo builders to create luxury branded accommodations, which are equipped with attractive amenities and exceptional services.

“Cars are a big part of people’s lifestyles in Miami,” said John Mann, a real estate agent with the Jills Zedder Group, which has sold units at Porsche Design Tower and Aston Martin Residences. “These brands are looking for ways to differentiate themselves and make themselves feel even more special by having high net worth individuals who have the resources to buy anything…they have a closer relationship with that customer. want to make.”

In Miami’s Brickell neighborhood, the 1100 Millicanto, by Italian car design firm Pininfarina, was the first of the branded towers, with red-painted interiors designed by Pininfarina to mirror the look of Ferraris and Maseratis. Then came the Porsche Design Tower in Sunny Isles Beach in 2017, followed by the Aston Martin Residence, which is set to open in downtown Miami later this year. A tower designed with Bentley is also set to open downtown in 2026.

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The makers of fast cars are needed to design for the fast-paced market. As Miami condo developers seek to set their residences apart from their competitors, these partnerships have helped make their towers stand out from the crowd.

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“Miami is a mature market where everything already exists,” said Gil Dezer, president of Dezer Development, which built the Porsche Design tower and is working on the Bentley Residence next door. “Everyone wants to differentiate the product.”

Exterior view of the Porsche Design Tower at Porsche Design Tower in Sunny Isles Beach, Florida.

John Parra / Stringer / Getty Images

Made to ‘Enjoy Your Toys’

As the purchasing power of buyers in Miami has grown, so has their propensity for exclusive, rare properties.

“It was always ‘place, location, location,'” Mr. Mann said. “Then developers started focusing on technology to create some separation among themselves. And then they added Star Architects. Now, it’s an iteration towards brands.”

Branded housing has existed for years. Most are collaborating with hotels, such as the Ritz Carlton Residences, with locations around the world, or the Waldorf Astoria Towers in Manhattan. According to a Knight Frank survey of over 900 customers globally, two out of five major international buyers say they would be willing to pay a premium for a branded residence.

Car brands are relatively new to the sport, and it makes sense that they chose Miami, a city with an international reputation for luxury cars and culture. Beyond its white-sand beaches and expansive coastline, Miami is one of four cities that host the Art Basel art fair, is home to its share of Michelin-starred restaurants, and as of 2022, 10 years with Formula had entered into the contract. To host a Miami Grand Prix.

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“More and more everyday, Miami is becoming one of the most relevant cities in the world,” said Alejandro Aljanati, chief marketing officer at G&G Business Developments, which is building the Aston Martin Residence downtown, where condos are priced Up to $1.5 million. of $59 million. “Miami is the Monaco of America.”

The Sky Lobby at the Aston Martin Residence in downtown Miami.

Aston Martin Residence

It also has a longstanding reputation among international investors, mainly from Latin America and Russia, who enjoy a second home where they can safely show off their money.

“In Latin America, you certainly don’t want to show off your money for security reasons,” Mr. Mann said. “Some of these are from Venezuela or Colombia – where you have to walk around with bulletproof windows – are here because they have the opportunity to enjoy the fruits of their success in business and not have to worry about safety. “

As Mr. Aljanati puts it: “Miami is a city where you can enjoy your toys.”

These branded accommodations are made for the same. Porsche Design Tower residents have the option of purchasing additional garage space with windows overlooking the ocean. At Aston Martin Residences, you’ll also get a limited edition car when you buy some top-floor penthouses.

At Aston Martin Residences, you’ll also get a limited edition car when you buy some top-floor penthouses.

Aston Martin Residence

With each new tower, the list of features gets longer. Car lifts – a novelty when Mr. Deezer introduced them to the Porsche Design Tower – are now a design element within both Aston Martin Residents and the Bentley Tower of the future. The Porsche Design Tower has full-size pools on each balcony. The Aston Martin Residence includes access to an exclusive Superyacht Marina. At Bentley Tower, residents will be able to entertain guests at the Whiskey Bar or Cigar Lounge.

A rendering of the Bentley Tower’s Cigar Lounge.

Dezer Evolution

Each residence is designed to mimic the experience of owning one of these luxury automobile brands. In the Porsche Tower, owners can recognize the faint smell of the car’s interior as it pervades the entire lobby. In the Bentley Tower, the exterior is clad with a diamond pattern that owners can recognize from the stitching on the seats. At the Aston Martin Residence, the building is designed to reflect the curves of a sports car.

“When you open the door of an Aston Martin, it amplifies your senses manifold,” said Mr. Aljanati. “The smell of leather, the touch of wood on the doors—it encapsulates your soul. This is the exact philosophy we are reflecting with Aston Martin Residence in terms of emotion.”

In the Bentley Tower, the exterior is clad with a diamond pattern that owners can recognize from the stitching on the seats.

Dezer Evolution

Homes to suit the unique lifestyle of Miami

For some buyers, however, it is not so much loyalty to the brand that attracts them.

Joey Goldman, co-president of Miami-based Goldman Properties, bought a 6,000-square-foot condo in a Porsche Design Tower three years ago and made it his family’s primary residence.

Despite living in a Porsche building, Mr Goldman is more likely to be seen walking through town in his Rolls Royce or his Cadillac Escalade. He says he loves cars—as well as the storage space the building provides—but more than that, he loves the privacy and convenience of accessing his car from his apartment.

“The Porsche Tower is really the only building I’ve found where you can have an apartment the size of a house overlooking the ocean, with a swimming pool on the balcony and a garage in your living room,” said Mr. Goldman. he said.

“My wife and I can go out to dinner with our daughter. She can sleep in the car. We go home, press a button, the car lift takes us up to the 50th floor, and we can take our daughter straight to bed,” he said. “You get to live in a beautiful high-security, high-rise building, but it’s like you have a garage like you’re on the ground floor.”

For car collectors, rarity is everything. Buyers feel the same way about their accommodation on these towers.

“These buyers want something that is like art or jewelry,” said Mr. Mann. “It’s a rare unique item that they get to use and enjoy at the beach.”

And that’s why Mr. Goldman says he can’t imagine selling.

“It’s unique in the world,” said Mr. Goldman. “I feel really lucky.”