lifestyle

The Branded Tower Frenzy of Miami’s Real Estate

By Columbus International,3 June 20243 June 2024

In Miami, developers are taking branding to new heights with an explosion of luxury residential towers carrying the cachet of famous names like Porsche, Armani, and even fashion magazine Elle. Attaching prestigious brands to condo projects has become the norm in this sunny metropolis, where foreign buyers crave the assurance of an aspirational lifestyle.

Major Food Group, the hospitality juggernaut behind hot spots like Carbone and Dirty French, is the latest big name leveraging its brand power beyond restaurants. Their upcoming 58-story Villa Miami tower promises residents an immersive experience steeped in the group’s culinary DNA, from kitchens designed by founders Mario Carbone and Rich Torrisi to a double-decker signature restaurant and poolside refreshments. “It’s not about having a label,” says David Martin, CEO of co-developer Terra. “It’s about trying to create an ethos.” This brand-centric approach has been a gamechanger for Miami’s real estate market over the past decade. In a city where addresses lack the same prestigious air as New York’s Park Avenue or Central Park West, luxe branded residences provide an instant status symbol and lifestyle association prized by moneyed buyers, particularly from overseas markets.

“What they do know is brands,” says Oren Alexander of brokerage Official, noting most international purchasers are unfamiliar with Miami’s diverse crop of developers. “In Miami, the brand is the brand.” For developers, landing marquee partnerships accelerates condo sales and pricing premiums as high as 30%. Meanwhile, brands earn lucrative licensing fees and global marketing for their core business. The formula has fueled a gold rush of branded Miami towers by everyone from haute couture houses like Fendi and Missoni to seemingly unlikely luxury purveyors like Diesel jeans and wellness club The Well.

Real estate insiders say the branded residence craze stems from a desire to craft a tangible, marketable lifestyle experience beyond just upscale finishes – a pull particularly potent in brand-obsessed Miami. And they expect this evolution to new extremes. “I think the next phase will be a stack of brands on any given project,” says development advisor Peter Bazeli, pointing to the Four Seasons Residences at The Surf Club, which layers branded components like celebrity chef Thomas Keller’s cuisine atop architecture by Richard Meier.

“Luxury buyers are attracted to the idea that every facet of their lifestyle is effectively branded,” Bazeli adds. Not everyone is sold on the branded residential mania. Some brokers question whether most fashion or automotive brands truly enhance the living experience beyond some branded furniture and accent pieces. There are also buyers staunchly loyal to specific marques who would never inhabit a rival condo tower. Still, in Miami’s spectacle of one-upmanship, branded real estate shows no signs of abating as developers continue one-upping each other to court elite buyers chasing the latest ultra-luxe residential “it” factor. From helicopter-pad topped penthouses to private garage elevators that whisk owners’ Porsches directly into their units, brands are fueling a relentless escalation of opulent residential experiences. For global elites, the name on the building has become the ultimate status symbol.

Photo: Cutting a sail-like silhouette, the 66-story Aston Martin tower soars as a striking presence on the Miami skyline.
Credit: Aston Martin

Valentino’s latest boutique has just landed at 654 Madison Avenue (Source: V Magazine)

By Columbus International,10 November 20239 November 2024

Valentino‘s latest boutique has just landed at 654 Madison Avenue. After introducing their innovative global retail concept in 2022, which revolves around creating distinctive spaces based on a reinterpretation of the building’s structure through various sales experiences and approaches to interior architecture, the new flagship store in Manhattan is now a pivotal destination for Valentino enthusiasts. Boasting a selling space of 1142 sqm, the new establishment is situated on the corner of Madison Avenue and 60th Street. The building spans three floors, including a basement, a ground floor, a mezzanine, and a second floor. Adorned with iconic columns and tall windows, the space is meticulously designed to provide a glimpse into the materials and architectural silhouettes that define the essence of the boutique’s interiors.

Each floor narrates a unique visual story through chromatic compositions and thoughtfully curated materials palettes, incorporating the maison’s signature red tone. Upon entering, customers are welcomed by grand double doors featuring sculptural marble handles, inspired by the work of artisans whose creations are showcased in Valentino stores worldwide. These handles, crafted in ceramic by the artist Massimiliano Pipolo, are also incorporated within the store. Visitors can explore the grand features of the building, including seven-meter-high ceilings, exposed steel columns (spanning all floors), and a rough concrete finish around the perimeter, highlighted by illuminated shelving dedicated to Valentino Garavani Accessories.

The space is intelligently divided into functional zones through bespoke elements, such as a commanding green onyx display unit at the center, and diverse materials like marble carpets and concrete on the floors that delineate specific areas and functions. Towards the rear of the store, various interpretations of the iconic Rosso Valentino are displayed, along with a dedicated area for footwear featuring floors and seating in contrasting travertine red against the luminous onyx and concrete shelving. On the second floor, the Valentino Women Ready-to-Wear collection is showcased in oversized red lacquered wardrobe structures and matching seating, complemented by chequered floors in white Botticino and black Nero Marquina marbles. La nuova boutique di Valentino è appena sbarcata al 654 di Madison Avenue

Source: V Magazine

Unleashing Miami’s Magic: Where Irresistible Vibrancy Meets Unstoppable Real Estate Growth and Celeb Allure

By Columbus International,10 August 2023

Miami, the city with a thousand facets, continues to amaze with its irresistible vitality. In fact, it is in constant advancement, with rising property values and businesses relocating here at a steady pace. This real estate phenomenon is just beginning: we can liken it to the second inning of a nine-inning game. An epic exodus is underway, with companies moving, workers seeking opportunities, and families choosing to settle here in an unprecedented phenomenon.

The words of the co-founder of E11EVEN, spoken during an interview on “Mornings with Maria,” shed light on an extraordinary phenomenon. In 2022, Florida witnessed an exceptional influx of new residents, mainly from states with a Democratic tendency and characterized by high taxes. Data from the National Association of Realtors reveal that around 319,000 Americans have chosen to make this land their new refuge. This increase corresponds to almost 2 percent population growth, well above the modest national growth rate of 0.4 percent recorded in the United States between July 2021 and July 2022. This influx of new residents is largely attributable to the power of “word of mouth.”

Enthusiastic accounts from those who have experienced Miami’s lifestyle spread like a spell, contributing to this epochal exodus. Anyone who has spent time here cannot help but share with friends and family how extraordinary it is to live in this city. Life in Miami is synonymous with unforgettable moments with family, of a quality of existence beyond the ordinary. This form of advertising, based on real experiences, represents the true driving force behind everything surrounding Miami. Amidst a wave of crime that has affected the entire nation, some people from Democratic-leaning states are searching for safer cities. This is where Miami stands out as the “best choice.”

Commercial real estate in Miami is anything but ordinary. It is, in fact, an anomaly within the United States. While uncertainties are observed elsewhere, in Miami, office buildings are being constructed with confidence and determination. Speculative projects for top-notch office spaces are becoming reality, thanks to the rapid occupancy of existing spaces. The city is a real estate dynamo, a case study that skillfully balances demand and supply in an exceptional manner. An unparalleled ferment characterizes it, and the prospects are astounding. In summary, Miami shines like a guiding star in the real estate ocean. Its unstoppable growth, the security it offers, and the exciting forecasts make it a beacon of hope in a rapidly evolving global landscape.