Meanwhile, the newly-completed Porsche Design Tower certainly wasn’t going for subtle with the creation of novel glass automobile elevators that allow owners to park their supercars inside display cases set literally within their own living rooms.

Gil Dezer, the developer behind the highrise (and former Donald Trump business partner), says over the phone that the tower is not just ideally suited to car-mad Miami, but could work anywhere in the world—particularly in cities with scarce parking. He adds that most of the residents are car collectors and owners, who are also interested in the extra safety the display cases provide.

The Porsche Design Tower’s interiors are crafted so that cars can be transported and viewed in lobbies and living rooms.
The Porsche Design Tower’s interiors are crafted so that cars can be transported and viewed in lobbies and living rooms.
Image: Courtesy of Porsche Design Tower

Only in Miami

Translating the iconic designs of luxury brands into exclusive real estate ventures is not a new idea. Dubai just completed its 59-floor Rolex Tower, designed in the spirit of the legendary watch brand, and you can even find branded towers in New York, like the Baccarat hotel, inspired by the French fine crystal label.

In fact, Dezer says that he’s working on a set of branded condos “with Giorgio Armani and his team.” He adds that branded buildings—even automobile-branded buildings like Miami’s—have are a potentially winning formula in major cities worldwide.

“Armani would love to do something in New York,” he says, “If they would give him the opportunity.”

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