Branded Real Estate Surges in Miami

Branded Real Estate Surges in Miami

Miami’s Residences by Armani Casa

From Fendi to Missoni, Porsche to Bentley, luxury brands aren't just selling items anymore – they're selling homes. Branded real estate is experiencing a surge, with the market for luxury condominiums bearing familiar names projected to grow 12% annually until 2026.

Developers are capitalizing on the power of brand recognition, offering an array of residences by renowned hospitality brands like Four Seasons, Aman, and Ritz-Carlton. Now, even luxury car and fashion brands are entering the game, finding a new frontier in condominiums.

In Miami's Sunny Isles Beach, towers with bold names like Porsche Design Tower, Residences by Armani Casa, and the upcoming Bentley Residences are transforming the skyline. These projects are the brainchild of Gil Dezer, who has quietly built a brand partnership empire as Miami's housing values have soared.

"The car brands of today want to be lifestyle brands," Dezer explains, referring to his 2012 partnership with Porsche. "The same goes for everything from golf clubs to sunglasses. And we were fortunate enough to be able to get in on it for real estate."

Dezer's father, Michael, is the founder of Dezer Development, the real estate giant owning nine towers on Miami's oceanfront. He is also a passionate car collector, with a personal collection exceeding 1,800 vehicles, many housed in a private museum. Gil Dezer, whose own 32-car collection is more modest, joined the company nearly three decades ago, eager to follow in his father's footsteps.

While branching into Armani's territory marked a slight deviation, auto-branded buildings felt natural for the Dezers. Their experience with branded real estate extends back to their collaboration with Donald Trump, leading to the development of six Trump-branded towers. Dezer's open support for Trump even led to his wedding ceremony being held at Mar-a-Lago in 2007. However, in the early 2010s, Dezer Development shifted gears, announcing its first licensing agreement – with Porsche.

For Dezer, the success of these projects hinged on thinking beyond the ordinary. He knew he had to offer residents an experience that transcended mere ownership.

Comments

Post a Comment

Popular posts from this blog

Porsche Design Tower: Sunny Isles Beach, Florida

Image
  Porsche Design Tower: A Souped-Up Residence for Car Enthusiasts The Porsche Design Tower, located in Sunny Isles Beach, Florida, is a testament to sleek design and automotive passion. Construction began in 2014, and the building opened its doors in 2017, offering residents a unique living experience that blends luxury with a love for cars. Opens in a new window  www.miamicondos.com Porsche Design Tower, Sunny Isles Beach, Florida  The tower's design exudes a masculine energy, reminiscent of the high-octane car shows Michael Dezer, the developer, frequented with his father as a child. There is no dedicated pedestrian entrance, emphasizing the building's focus on the automobile. Visitors arrive beneath a dramatic graphite-hued archway emblazoned with the words "Porsche Design" in the iconic 911 typeface. They can then choose to park and enter the airy lobby, decorated in the same bronze, red, and black colors of the Porsche logo, or continue their journey in their veh...
Read more

Four Seasons Branded Residences and Hotel Coming to Telluride, Colo.

Image
Luxury Branded Residences Take Flight: Mountain Oasis to Rival Miami Opulence A rendering of the Telluride, Colo., resort planned by Fort Partners and Merrimac Ventures.   PHOTO:  VERO Escape the Ordinary, Embrace an Elevated Rocky Mountain Experience: Two renowned Florida developers are setting their sights beyond sun-kissed beaches, venturing deep into the Colorado Rockies for a groundbreaking $1 billion project. This ambitious endeavor promises to redefine luxury living, offering not just a hotel with nightly rates exceeding $1,000, but also 68 exclusive residences starting at over $2 million. Rendering of the view from the planned luxury property. PHOTO:  HAYES DAVIDSON Seeking Sanctuary Beyond Saturated Shores: This venture marks a pivotal shift for both firms, signifying a calculated move away from Florida's bustling coast. While they remain committed to their Sunshine State roots, the developers acknowledge the increasingly competitive landscape. Telluride, with it...
Read more

As an Investment - Branded Residences

Image
  Are Branded Residences a Good Investment? Luxury branded developments come with intrinsic value built into the proposition. Extensive amenities, attentive service and lifestyle benefits and the backing of internationally recognized hospitality brands.   With the sector now booming, international high-net worth buyers also seek security in buying a branded product in unfamiliar markets. Buyers of branded real estate can expect to pay a premium of around 31% versus non branded developments, but the good news is that data shows that branded residences also appreciate to a larger extent. Indeed, looking at Four Seasons properties around the world with a residential component, there are regular transactions suggesting appreciation of 20% to 25%.  The limited supply of branded residences also serves to protect prices. Add to that continued investment from the brand into the scheme and there is long-lasting appeal for buyers. There may also be greater ease for owners...
Read more