In Miami’s luxury landscape, where shopping for high-end brands is a norm, a new trend is emerging that goes beyond mere products. Notable names like Fendi, Missoni, Porsche, and Bentley are now synonymous not just with luxury items, but luxury homes. According to Knight Frank, a global real estate consultancy, the market for branded luxury condominiums is expected to increase by 12% annually until 2026. This trend reflects a shift in consumer preferences, where brands known for jeans or handbags are now making their mark in real estate. In major cities worldwide, one can find residences associated with renowned hospitality brands such as Four Seasons, Aman, and Ritz-Carlton. Recently, more unexpected brands are joining this wave, extending their influence from luxury cars and high fashion to the realm of condominiums.
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In Sunny Isles Beach, Miami-Dade County, this phenomenon is evident in projects like Porsche Design Tower, Residences by Armani Casa, and the upcoming Bentley Residences. These developments are the brainchild of Gil Dezer, a visionary who foresaw the potential in brand-partnered real estate. Gil Dezer and his father Michael, the founder of Dezer Development, have a long history in both real estate and car collection. Their expertise in branded real estate is not new; Gil Dezer was the first to license Donald Trump’s name for real estate, leading to the development of six Trump-branded towers. However, their focus shifted in the early 2010s, starting with a partnership with Porsche.
The Porsche Design Tower, which opened in 2017, reflects the brand’s essence with a unique car elevator system called the Dezervator, leading to private sky-high garages in the units. This innovative feature, along with the building’s distinct design, has attracted buyers seeking both luxury and privacy. Other notable residents include celebrities like Lionel Messi, Alicia Keys, and Swizz Beatz. Carlos Rosso, another prominent Miami developer, echoes the sentiment that branded real estate helps differentiate offerings in a crowded market.
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Now, Dezer Development is turning its attention to the Bentley Residences, promising even more extravagant amenities and design elements. Similarly, downtown Miami is soon to be home to the Aston Martin Residences, another example of this trend where luxury car brands inspire residential designs.
This trend of branded real estate is not confined to Miami but is a global phenomenon. From Bulgari’s project in Dubai to Lamborghini’s planned developments in various countries, luxury brands are increasingly venturing into real estate. Even fashion designers like Elie Saab and Karl Lagerfeld are marking their presence in this sector.
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Clelia Warburg Peters of Era Ventures notes that this trend reflects a new era of luxury living, where location is complemented by brand prestige. As the market remains competitive, more nontraditional brands might also venture into real estate, suggesting a continued evolution in high-end residential developments.
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