Related Group celebrates MyBrickell’s completion

Miami /
Jan.January 31, 2014 01:30 PM

When Related Group decided to collaborate with prominent designer Karim Rashid on the colorful MyBrickell condo building, CEO Jorge Perez got emphatic support from one of his most discerning critics.

“I brought my 10-year-old son to see all of our buildings and he said this is our coolest job,” Perez told The Real Deal during Thursday night’s rooftop party celebrating the completion of the Brickell area’s first new condo project completed since last decade’s real estate collapse.

“I like to see things through the eyes of a child,” he said. “If you are between 25 and 45 and like new, cool, hip things, you should come to live here.”

Closings at the 192-unit building at 30 Southeast Sixth Street began earlier this month. To date, about 45 unit sales have closed, according to Related. The rest are under contract.

Perez, Rashid and others stayed positive despite steady rain during what should be the first of many grand opening parties for Miami condo towers this cycle. More than 45 buildings totaling nearly 13,600 units are currently proposed in Greater Downtown Miami, according to Condo Vultures.

While looking at the busy Brickell City Centre construction site from MyBrickell’s gym, which was converted into a bar for Thursday’s party, Perez reflected on the importance of getting off to a fast start in the latest development rush.

Related began construction of the 27-story building, designed by Arquitectonica, in early 2012. At the time, only four other South Florida condo projects had started construction since the crash.

“The early buyers and builders are benefitting from the upswing,” he said. “They were able to buy land and pay for construction at such cheaper costs. The people who bought units back then were the luckiest in the market.”

MyBrickell represents the first collaboration between Related and New York-based Rashid, who has roots in product and industrial design but is currently involved in real estate projects in 10 countries. In what has since become a common marketing strategy for South Florida developments, Related positioned Rashid as the face of the project.

Rashid told The Real Deal he considers himself a “democratic” designer who specializes in delivering high-end product within a tight budget.

The designer said his inspiration for MyBrickell came from Miami’s “spirit of growth” and contemporary viewpoint.

“People here live in the moment,” Rashid said. “It’s not about nostalgia.”

Tonight, the company shifts focus from the completed MyBrickell to one of its next developments: Paraiso Bay in Edgewater. Popular DJ David Guetta, who is an early buyer at the 600 Northeast 31st Street project, is expected to appear during a VIP event at the Paraiso construction site.

“We still have so much to do,” Perez said. “We have to put ourselves in key locations.”


Related Articles

arrow_forward_ios
A photo illustration of BH Group’s Isaac Toledano, Related Group’s Jorge Perez, and Marina Village in Riviera Beach (Getty, BH Group, Related Group)
Riviera Beach CRA approves deal for Marina Village apartment building
Riviera Beach CRA approves deal for Marina Village apartment building
Henry Bott and Kieran Bowers with a rendering of One Brickell City Centre (Getty)
Swire taps Henry Bott to replace Kieran Bowers as president in Miami
Swire taps Henry Bott to replace Kieran Bowers as president in Miami
From left: CP Group’s Angelo Bianco, Monarch Alternative Capital’s Michael Weinstock, MV Group USA’s Manny Varas; The Springs Circle Center at 1 South Royal Poinciana Boulevard and 69 Hook Square in Miami Springs; Citigroup Center at 201 South Biscayne Boulevard in downtown Miami (Getty, CP Group, MV Group USA, Monarch Alternative Capital)
Lease roundup: Citigroup Center in downtown Miami nabs tenants
Lease roundup: Citigroup Center in downtown Miami nabs tenants
A photo illustration of University of Miami professor Andrewa Heuson and Lab22c founder Saif Ishoof (Getty, University of Miami, Lab22c)
“Existential urgency”: Housing crisis clouds South Florida, expert says
“Existential urgency”: Housing crisis clouds South Florida, expert says
From left: Taylor Collins and Jon Paul Perez with Rivage
Related, partners launch sales of Bal Harbour condos, with PH asking over $65M
Related, partners launch sales of Bal Harbour condos, with PH asking over $65M
From left: Dev Motwani, Soleste in Dania Beach, Alta Developers' Raimundo Onetto and Alta’s Crest at Pinecrest
Map: Here’s where South Florida is getting new apartments this year
Map: Here’s where South Florida is getting new apartments this year
From left: Charles Kushner, Laurent Morali, David Arditi, and Nicole Kushner Meyer along with renderings of 1900-2000 Biscayne (left) and 2222 Brickell Avenue (right) (Getty, Kushner Companies, Aria Development Group)
Miami board to vote on Kushner’s Edgewater rental project, Aria’s Brickell condo building
Miami board to vote on Kushner’s Edgewater rental project, Aria’s Brickell condo building
801 Brickell with Nuveen Real Estate’s Mike Sales and Jose Minaya and 100 N. Biscayne Blvd. in Miami with RFR Holding’s Aby Rosen (Google Maps, Nuveen Real Estate, Getty)
Lease roundup: Nuveen scores European bank, Rosen’s RFR nabs coworking firm
Lease roundup: Nuveen scores European bank, Rosen’s RFR nabs coworking firm
arrow_forward_ios

The Deal's newsletters give you the latest scoops, fresh headlines, marketing data, and things to know within the industry.

Loading...