There was a time when Miami was a cultural backwater of sorts, a seasonal destination clad in Art Deco architecture from its former heyday as an Oceanside playground catering to the likes of F. Scott Fitzgerald. While its population may be smaller than that of New York or Chicago, you have the facts on your side when it comes to convincing New York brands to put down roots here. In the past decade, the city has emerged as one of the country’s most cosmopolitan urban hubs, thanks to an influx of businesses whose international workforce and clientele make Miami a frequent stop on their global itineraries. Real estate, art, fashion and food rule the day here, and a few forward-thinking visionaries have led the way when others failed to see the city’s potential.
SLS Brands has made its name as a developer of boutique hotel catering to discerning travelers from all over the world thanks to CEO Sam Nazarian’s holistic approach to hospitality. His strategy hinges on creating whole environments, not just guest suites, that combine comfort, a sense of newness, luxury, and play. The recently opened SLS Hotel South Beach is a retreat for all the senses: rebuilt from the old Ritz Plaza, the hotels’ Art Deco frame received an meticulous revamping from design legend Philippe Starck and musician/designer Lenny Kravitz. Nazarian also partnered with renowned chef José Andrés to develop the hotel’s eatery, The Bazaar, an avant-garde destination for Miami foodies.
The Gamble is Paying Off
It’s not an accident that Nazarian’s gamble is paying off in Miami: he was one of the first developers to understand that Miami was evolving into a year-round destination. “The expectations of people coming to Miami— from Latin America, from Western Europe, from Russia— showed us the need for more offerings,” he notes, “and there also is a workforce ready to view hospitality as their profession, not just a job.” The shift that Nazarian describes is Miami transformation from a winter getaway to a year-round destination, something that has had a ripple effect on every aspect of the local economy.
The venerable Four Seasons has dipped its toes into Miami’s waters as well, taking charge of the historic Surf Club as its newest project in South Florida. Currently being expanded by Fort Capital, a Miami-based real estate investment firm, the Surf Club will comprise a revamped hotel and condos, the Surf Club Four Seasons Private Residences that combine the attention and care of hotel service with condo living. The Surf Club’s late 1920s landmark, ocean-front property, designed by Russell Pancoast, was once the playground of stars like Elizabeth Taylor, Ava Gardner and Dean Martin. Pritzker prize-winning architect Richard Meier has been tasked with the re-design of the Surf Club into a state of the art resort with Art Deco flair.
Like the Hollywood starlets and socialites of the 1920s, Miami’s smart set is ever style-conscious, and the appetite for clothing, jewelry, and home design is allowing Miami’s retail districts to thrive. Eager to wear South Beach style on their sleeves, a number of major national brands have even set up Instagram feeds just for Miami: American Apparel, Nordstrom, Urban Outfitters, and Free People all post beguiling images that speak of a well-accessorized life near the ocean breezes. Luxury brands have expanded their footprint, too: in the once-gritty Design District, the likes of Louis Vuitton, Hermès, Berluti, Emilio Pucci, Prada, Celine and Cartier have all built showrooms here, and subtle touches like landscaped greenery have begun to give the neighborhood a whole new feel. What began as a neighborhood catering primarily to architects and interior designers seeking high-end furniture and lighting, has blossomed into a luxury shopping destination in its own right. Like the hoteliers and developers with their eyes on the coastline, retailers know that a robust community of art galleries and glamorous international events like Design Miami/Basel are all signs that the city is ready for a year-round luxury market, perhaps even setting the tone for global fashion as more visitors from overseas gravitate to Miami’s natural and cultural wonders.