Millennials are Choosing “Attainable Cool” in Branded Residences

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Millennials are Choosing “Attainable Cool” in Branded Residences

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Millennials are Choosing “Attainable Cool” in Branded Residences

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Millennials are Choosing “Attainable Cool” in Branded Residences

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Millennials are Choosing “Attainable Cool” in Branded Residences

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As millennials become the wealthiest generation on record, thanks to the ongoing “Great Wealth Transfer,” they’re reshaping Miami’s branded residence market. In a city full of ultra-luxury and five-star established brands, they’re looking beyond flash for smart, design-forward homes where lifestyle, community, and ROI matter just as much as looks. The result? A wave of new developments that embody “attainable cool.”  Take a look at a few standout projects that are capturing this next generation of buyers.

• The Standard Residences, Brickell – The brand’s second standalone tower, co-developed by Newgard Development Group and Two Roads Development with Standard International Holdings, brings 422 units starting at $650K to a tucked-away pocket of Brickell. Highlights include a rooftop pool, co-working lounge, bowling alley, screening room and fitness center and a community-first design ethos. Residents will enjoy a signature 9th-floor restaurant and a riverfront eatery, blending luxury living with urban convenience.
  

• ORA by Casa Tua – developed by Fortune International Group in partnership with Casa Tua, this 77-story tower offers 533 fully furnished units from $990K. With four signature Casa Tua restaurants, a three-story sky garden, the first for Miami, and robust wellness offerings including a hammam, it blends high design with hospitality-driven living.

• ELLE Residences Miami – blending the iconic Parisian flair with the dynamic energy of Miami’s cultural scene. A collaboration between Vertical Developments and Urban Network Capital Group, the 25-story tower features 180 furnished units inspired by ELLE Decor, with amenities like a French Riviera-inspired sundeck, two pools, and a chic fitness center. Prices start at 600,000.  

These developments exemplify the new era of branded living which focuses less on luxury and more on forming community, smart investment, and design-forward aesthetics without the excessive price tag.