Last November, popular Italian denim brand Diesel announced plans for its first-ever condo project in Miami, called Diesel Living. The luxury condo tower, being developed by the Bel Invest Group, will feature 143 loft-style condos and 24,000 sq. ft. of retail on the ground floor. This is not the first time a global brand name has chosen Miami for its debut in the residential real estate space. Over the past few years, we’ve seen the likes of Porsche Design Tower to Aston Martin Residences, Fendi Chateau Residences to Residences by Armani Casa, plus Missoni Baia condo and many others bring their signature touches to condo residences in Miami.

Diesel Living Condo in Wynwood is a game-changer...


Photograph: Diesel Living Condo - Exterior rendering

Looking back, with most of these high-end luxury brands, it has been the same story - five-star brand name comes up with ultra-luxurious condos. The target audience has been the same too - affluent elite. You can read more about the kind of luxury-branded Miami and Miami Beach area condos produced by the fashion and car brand peers here.

However, Diesel’s Miami condo announcement has been quite different. Right from its choice of neighborhood to choice of architecture, the denim brand’s residential offering is looking to be a game-changer, attracting a different kind of audience.

Photograph: Diesel Living Condo - Exterior rendering

First off, Diesel has chosen Wynwood for its condo playground. The artsy neighborhood is known for its fun, quirky vibe, which goes very well with the Italian brand’s young and dynamic image. Also, it is the first to offer loft-style condos. The raw industrial appeal of this type of architecture, again, goes well with the image of its denim line as well as the neighborhood. Loft-style living does make the perfect fit for Wynwood’s iconic warehouses, industrial history, art and pedestrian-friendly lifestyle. So, from the word go Diesel Living condo sets the stage for reeling in the kind of clientele its denim brand is known to attract – young, energetic, trendsetting, artistically-inclined individuals.

The loft-style building will come designed by Zyschovich Architects and feature products and designs by Diesel Living. With sales expected to launch in the first quarter of 2019, what will be interesting to note is the price point at which these condos are offered and how it correlates to their target audience.

Photograph: Diesel Living Condo - Exterior rendering