Verena Haller and Matthew Goodrich discuss how design, art, and culture shape The Standard Residences, bringing Miami’s lifestyle to life.
Verena Haller and Matthew Goodrich discuss how design, art, and culture shape The Standard Residences, bringing Miami’s lifestyle to life.
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Brickell’s transformation into Miami’s premier luxury district began as a deliberate shift in its profile over the past two decades. Historically it was the city’s financial center, home to major banks and corporate headquarters. The neighborhood began its residential evolution in the early 2000s when developers capitalized on its waterfront location and urban infrastructure. The change was marked by the construction of high-rise condominiums that replaced surface parking lots and low-density commercial buildings. These residential developments introduced luxury units with direct water views, resort-style amenities, and premium finishes. Critically, the neighborhood retained its commercial foundation: international banks, private wealth management firms, and corporate offices remain concentrated along Brickell Avenue, creating a live-work environment that distinguishes it from purely residential luxury areas elsewhere in Miami.
The ground-level transformation has been equally significant in establishing Brickell’s luxury credentials. Brickell City Centre, a $1.05 billion mixed-use complex that opened in 2016, brought high-end retail brands like Saks Fifth Avenue and a concentration of upscale dining to the neighborhood’s core. The retail landscape now includes everything from artisanal coffee roasters and boutique fitness studios to Michelin-recognized restaurants and cocktail bars that cater to an internationally sophisticated clientele. This density of amenities within a walkable urban grid appeals particularly to younger wealthy professionals, Latin American investors seeking Miami real estate, and finance industry workers who can live steps from their offices. The result is a neighborhood that functions as a true urban center rather than a bedroom community, a rarity in car-dependent South Florida—which has made Brickell the address of choice for buyers who want both luxury and the convenience of a self-contained urban lifestyle.
The Standard Residences, Brickell Miami, located at 690 SW 1st Avenue, is set to open in 2027. It is an exceptional development blending cutting edge design, unmatched amenities and a world-class lifestyle. We asked Verena Haller, Global Head of Design & Creative Services, The Lifestyle Group, Hyatt and Matthew Goodrich, Founder and Principal Goodrich NYC to comment on its design:
VERENA HALLER: The Standard Residences is a flexible concept by design. For some projects, it’s a hotel with apartments. In Brickell, it’s a standalone residential experience. What ties it all together is the brand itself — the service moments and design details people love and expect from our hotels. That comes through in amenities, food and beverage, the combination of playfulness and sophistication that feels very Standard. Our goal is to take the feeling of a stay at The Standard and turn it into lifestyle—more lasting, and ultimately, very livable.
VH: The simplest answer is that when you don’t follow a formula, and we don’t, there’s no risk of feeling formulaic. Whether it’s a new hotel or a collection of The Standard Residences, we approach each project with fresh eyes. We let the building, the neighborhood, the designer and the local culture inform what takes shape, so our projects feel connected but not derivative. No doubt there’s a Standard point-of-view that comes through wherever we go —a sense of play, a creative perspective, mixing high and low—but never a copy and paste.
VH: In a hotel, your room is designed: It’s our world, and you’re our guest. In a collection of standalone residences, there’s a bit more separation between private and public, so shared spaces are curated to express the brand, while private apartments are canvasses for residents to make their own. The answer is to give residents beautiful lines, functional layouts and an architectural container where they can express their personal style, whether that “matches” what you find in shared spaces or not.
MATTHEW GOODRICH: The project offers a fresh perspective on Miami, seen through the Standard lens. The unique mix of introspective, private moments with dynamic social experiences is a signature of the brand. For this project, we shaped a design vocabulary influenced by tropical modernism but balanced with warm craftsmanship and bold artworks. The design language has local roots but brings global accents and elements to make something completely new.
MG: The brand’s unique perspective on art and design, shaped by decades of collaborations with some of the most creative people in the world, is a distinct mix of boldness and refinement. The palette of materials and art in this project is future focused but balances bold design elements like the graphic red-and-white pool deck tiles with quieter, refined moments like the coworking space.
MG: We’ve all had the experience of staying in an incredible hotel and thinking “I wish I could live here.” The Standard is making that possible in Brickell, making it easy to live the Standard lifestyle. It goes beyond just beautiful design, into rejuvenating wellness amenities such as the spa, and into lively social spaces created for interaction and connection with others. The vibrant energy of the Standard experience comes to life right under your own roof.
MG: On the tenth floor, a series of interconnected entertainment spaces are extremely special. A luxe screening room connects to an intimate bar, which connects to an incredibly chic bowling alley. Each space is spectacular on its own, but they can also be joined for epic events.
