noticias
"You Have Our Name, Use It Wisely": Developers on How Brands Influence Their Projects
Mar 24, 2025
As more luxury brands of all types lend their image to condominium and hotel projects in Miami, developers are learning that not all brands operate in the same way. Some take the reins, while others simply cash the check.
The use of exclusive names like Armani, Fendi, Porsche, and Bentley has become common practice in Miami's luxury condominium market in recent years. However, the level of collaboration between the builder and the brand varies, developers commented at the Bisnow Architecture, Design & Interiors event on Wednesday.
Some brands insist on contributing their vision for interiors with identity, exclusive design elements, or specific amenities. Others take a more hands-off approach, said T.J. Sabo, creative director of the developer Royal Palm Cos.
“'Just pay us the money, you already have our name, use it wisely, and we will make sure you don’t make us look bad,'” he said on stage at the Colonnade Hotel in Coral Gables.
While the level of brand involvement varies, the price for using a name can range from 2% to 3.5% of the total sales value of the building, he added.
Many developers have found the cost worth it. By mid-2023, Miami ranked second worldwide, just behind Dubai, with 38 branded residential properties, according to CoStar. Although most are hotel brands, the sector is expanding.
Just in Miami-Dade, 13 branded condominiums—from luxury cars and fashion to hospitality names—started sales or began construction in 2024, according to CoStar.
Bentley Residences Miami, developed by Dezer Development, started construction in 2024 in Sunny Isles Beach. This car-branded tower will feature private pools, terraces, and a patented car elevator in each unit.
Even one of Miami's largest nightclubs, E11even, is capitalizing on the trend. The brand partnered with PMG to develop E11even Club Residences Beyond, a condominium project right next to the club, which will offer exclusive access to its nightlife scene. The tower is expected to be completed in 2026.
Other luxury brands like Mercedes-Benz, Fendi, Dolce & Gabbana, Viceroy, and Cipriani are also lending their names to luxury towers.
Sabina Covo Communications' Sabina Covo, Zyscovich's Anabella Smith, Bishop Design's Paul Bishop, and Stantec's Krista Bourque.
Dayssi Olarte de Kanavos, co-founder, president, and COO of Flag Luxury Group —known for her work with Ritz-Carlton—said that hotel brands, in particular, bring their own architecture and design teams, setting minimum requirements that developers must meet.
“They are going to impose much stricter standards that must be managed,” said Olarte de Kanavos. “Nothing can be skimped on.”
This builds trust in potential buyers and facilitates pre-sale, which is key in markets like South Florida, where it is a vital aspect of the development process, commented Harvey Hernandez, president and CEO of Newgard Development Group.
Developers said they use the brand to shape the perception of what the project will offer consumers once completed.
Gladstone Media's Simon Mass, Kobi Karp Architecture & Interior Design's Kobi Karp, HLB Lighting Design's Simi Burg, Garciastromberg's Jorge Garcia, Valle Valle & Partners' Erick Valle.
“The brand allows us to leverage what it represents, attract that potential buyer, and demonstrate, showcase, and convey the perception of how the end result will look and feel,” said Hernandez. “So it’s a great advantage for us. That’s why you see so many brands in our sector and in our market.”
And the return on investment justifies it. Olarte de Kanavos stated that branded properties can sell for 30% to 40% more than their unbranded counterparts.
In Miami Beach and surrounding islands, unbranded luxury condominiums had an average sale price close to $5 million, according to a fourth-quarter report from Douglas Elliman. Branded condominiums on the market can start from $5.5 million and reach up to $37 million for a penthouse, like the one at Bentley Residences in Sunny Isles Beach.
“No one can argue the value of brands,” concluded Sabo.