What’s in a name? In Miami, a helluva lot. There are currently 48 completed branded residences in the Magic City skyline, second only to Dubai — for now. Plans call for another 55 branded residences across the city and beach. But the most interesting new project among them bears the name, not of a luxury car or fashion firm, but an artist.
PMG and LNDMRK Development are behind the newly launched Frida Kahlo Wynwood Residences, inspired by the life and work of the unibrowed self-portraitist.
“We’re targeting art collectors who want to own something connected to Frida’s legacy,” Ryan Shear, managing partner at PMG told The Post, noting that her 1940 self-portrait, “El sueño (La cama)” recently sold for $55 million. “Following the record-breaking sale of her artwork last year, which reaffirmed the lasting power of her work, we knew she was the perfect muse.”
Step one involved getting the Frida Kahlo Corporation, which owns her likeness, on board with the project: two towers rising eight and 14 stories with 244 residences. Prices range from $500,000 to $1.6 million and the project is slated to open in 2029.
“They view this as another opportunity to continue educating, sharing and preserving Frida Kahlo’s art, image and legacy,” explained Shear, who said he likes to think Kahlo would be proud of their project and her looming presence over Wynwood, the city’s artsiest enclave.
If she were alive, the surrealist, born with spina bifida, might have taken advantage of building amenities like a complimentary one-year membership to Baker Health, a private medical concierge on the ground floor. Residents will also enjoy a resort-worthy outdoor pool, an indoor thermal circuit, a lobby speakeasy and common spaces filled with art installations.
Of course, being a committed member of the Mexican Communist Party — who lived with exiled Russian revolutionary Leon Trotsky — it’s probably best that we can’t ask her exactly what she thinks about luxury real estate.
Another notable new condo to recently launch is Midtown Park by Proper, branded by the hospitality group behind Montauk Yacht Club.
“It’s designed for a mix of full-time Miami residents, domestic buyers predominantly relocating from New York and California, Latin American buyers and global investors,” developer Carlos Rosso, CEO and founder at Rosso Development, said.
The 28-story tower will be the first piece of a larger puzzle: a 5-acre, $2 billion master-planned community with the country’s largest padel club. Although it won’t open until 2028, 20% of its 288 residences are already reserved.
“ULTRA will be operating the padel club, and we are in active discussions with notable local restaurants, curated retail concepts, as well as a Montessori school,” said Rosso.
Sam Nazarian, founder and CEO of SBE, opened a tower years ago in Midtown, but he’s currently betting on Edgewater. That’s where the nightlife visionary’s new hospitality company, HQ, is making its residential debut with the HQ Residences Miami. To make some noise in Miami’s crowded branded condo market, he’s brought investors like musician Marc Anthony and actress Sofía Vergara to the project.
“They’re our partners, not ambassadors,” Nazarian said.
Expected to open in 2028, the 35-story building will offer 229 units and amenities, including a podcast studio, a kids lounge and a speakeasy by Anthony. Vergara will lend her Latin tastes to the food and beverage offerings. Meanwhile, Kane Sarhan, co-founder of the Well, is designing the 34th-floor spa sanctuary.
“We’re also building a full diagnostic and longevity center not too far from this building,” said Nazarian.
In addition to diagnostic testing VIP access, homeowners will enjoy “preferential treatment” in all HQ hotels around the world.
Tasked with selling HQ Residences Miami is another heavy hitter: Mauricio “the Closer” Umansky. While other celebrity-backed buildings have failed, the founder of the Agency considers the notable names a plus. He’s not worried about competition, either. The average cost of HQ’s units is around $900,000, representing just 10% of local inventory.
“There’s always opportunities for a good product at the right price,” he told The Post.
