The Artification of Condo Sales in South Florida
Jade Signature Rendering
Exceptional and valuable art is being paired, not with fine wine, but with luxury condominiums in South Florida. Paintings, sculptures, public art and video installations, art furniture, rugs and murals are adorning lobbies, pool decks and other common areas of high-end condos to attract wealthy buyers.
And the art is not just for the 12th Art Basel Miami Beach, December 5-8. It’s permanent.
The Bond on Brickell, a new 44 story condo planned for Miami and themed after London’s legendary Bond Street, has British photographer Terry O’Neill’s life size black and white photos of celebrities from the 60’s and 70’s splashed across the sales office walls.
The Related Group’s Paraiso Bay and SLS Brickell projects welcome visitors with a Philippe Starck-designed outdoor duck sculpture.
In some cases, like One Thousand Museum on Biscayne Boulevard, the building is the art, according to Louis Birdman who is developing the Zaha Hadid-designed futuristic 62-story building, with condos beginning at $5 million.
Jade Signature, a 57-story tower going up in Sunny Isles Beach, is also considered a work of art in and of itself. Architecture firm Herzog and de Meuron included details like a sculptural ribbon that wraps around the building, from the entrance, through the lobby, then ending up at the pool.
They also designed PAMM, the Perez Art Museum Miami, an extension of Museum Park that connects architecture and the environment, the interior with exterior space.
PAMM Vertical Gardens
The virtual condo museum concept is catching on all over. Brokers are brush stroking curators, star architects and furniture designers, inviting them as guest speakers and to luxury open houses, where their works are displayed.
Art Adds Value
Developers understand that fine art only enhances the value and appeal of real estate. Condos with exceptional art have no trouble selling or reselling. High net worth individuals expect to be surrounded by nothing but the best and want an extraordinary art experience from the moment they arrive at their building.
Sixty percent of The Bond is pre-sold, a testament to the ultra luxury buyer’s level of sophistication and understanding of todays deposit structure of up to 50 percent. Jade Signature is also 50 percent sold, mostly to international buyers.
I am an residential luxury specialist in Pinecrest, Coral Gables, Coconut Grove and Brickell. If you would like to schedule a buyer or seller meeting, kindly give me a call directly at 305-898-1852 or email me at Wellins.D@ewm.com.
