Earlier this year, hospitality group sbe began grabbing headlines with the rollout of its new high-end real estate brand SLS Lux. The group’s first SLS Lux hotel, scheduled to open later this month in Las Vegas, has been garnering considerable national attention, as has the upcoming development opening in Baha Mar in the Bahamas early next year. But in Miami, SLS Lux Brickell is stealing the buzz.

In only ten days, The Realted Group and The Allen Morris Company, who are managing SLS Lux Brickel, successfully converted 150 contracts, which amounted to over $300 million in sales. Designers are attributing the high volume of sales to the high-profile appeal and media coverage surrounding the building’s opening, but Carlos Rosso, president of condominium development at The Related Group, says the strong sales are likely also the result of increasing demand for strong, high-end branded products.

“We’re seeing buyers, especially from Latin America, extremely receptive to the SLS residences and designer suites’ model and style,” he says. “Whether they are full-time residents or second home buyers, they want the ease of the hospitality services offered by a luxury hotel brand, within the privacy and comfort of their home. Additionally the beach club memberships in South Beach, the expansive pool deck with a tennis court, the private elevators, the proximity to Brickell City Centre and the museum quality art including Botero’s masterpiece, make this property even more recognizable and desirable.”

Currently, SLS Lux is scheduled to break ground in the fourth quarter of 2014. Once complete, the luxury tower will feature a mix of 450 residences and 85 suites, both offering exclusive services managed by sbe. Tenants will not only enjoy upgraded in-house amenities, products and an array of personalized VIP services, but their proximity to downtown will also give them easy access to Miami’s financial district and Brickell City Centre.