Fernando de Nunez reveals how fashion-branded residences by FENDI Casa, Armani/Casa, and ELLE Residences are redefining luxury living in South Florida and beyond.
Fernando de Nunez reveals how fashion-branded residences by FENDI Casa, Armani/Casa, and ELLE Residences are redefining luxury living in South Florida and beyond.
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As the world’s eyes turn to New York for the unveiling of next season’s trends, a parallel revolution is happening in the world of luxury real estate. Beyond the runway, the world’s most iconic fashion houses are bringing their design philosophies, exacting standards, and aspirational allure to a new canvas: the home.
Fernando de Nunez, CEO and co-founder of Vertical Developments, is at the forefront of this movement. His firm is behind some of South Florida’s most sought-after fashion-branded residences, including collaborations with FENDI Casa, Armani/Casa, and the pioneering ELLE Residences Miami.
We sat down with de Nunez for an inside look at why fashion brands are the new frontier in luxury living.
Fernando de Nunez: “When you’re trying to bring something unique to the market as a developer, you have several options. You can hire a starchitect, you can try to overdo it in terms of quality of the materials and service, or you can partner with a brand. Miami attracts extremely well-educated, discerning buyers. They know the brands of the appliances. They know the materiality. They understand what level of service they want.”
“For our boutique buildings of 20 to 50 units, we target these fashion brands to create ‘mini jewel boxes.’ When we partner with FENDI Casa, for example, you see the art coming from FENDI Casa Rome, the bright colors that pop in specific places. The quality of the furniture is by far superior. People at this level appreciate the texture of the wallpaper, the finishes on the walls, the travertine exposure. They feel that they’re living in a real, real branded building.”
Fernando de Nunez: “Absolutely. It’s become more subtle. It’s no longer big F logos all over. You need to understand the colors and the textures to understand that it’s FENDI Casa. We try to have that vibe, but not to overdo it. You know that it is there, but it’s not in your face. It’s a stated elegance. The brands approve everything, and we work to find that balance.”
Fernando de Nunez: “One hundred percent. It has a level of being aspirational. If you’re living here, you made it—it has this inner feeling. It’s like when a lady shows a bag everyone knows is a Kelly. People go to a place and say, ‘Oh, wow, I’m sitting on a $50,000 couch.’ People can relate to this level of exclusiveness and uniqueness. Everyone in life wants to feel unique on one level or another.”
Fernando de Nunez: “We are extremely proud of this. It was the first time that a media brand was translated into real estate. We wanted to have a fashion look. In the hallways, we’re going to put covers of ELLE magazines, with each floor transitioning through the history of the brand. We’re bringing a French Riviera style, negotiating with a food and beverage operator for a French café, a mini market with champagne, caviar, and baguettes.”
“It also makes perfect sense demographically. About 75% of real estate decisions are made by women, so the instant connection with the brand is fantastic. ELLE is all about fashion, style, culture, society, and the empowerment of women. It’s timeless.”
Fernando de Nunez: “It is that third-party endorsement. These brands have vetted us, as the developer. They are involved in the design. They will not let the building fall apart; they have supervision and oversight on the operational side for 20-25 years. Buyers feel more protected with the brand attached. They expect a better level of finishing and quality, and that’s what they’re paying a little bit more for. They understand that the brand is protecting its own downside, which means they are protecting the investment. And that feeling is becoming very relevant to the conversation of investing in real estate.”
To learn more about Vertical Developments and their portfolio, visit vertical-developments.com.
