By: Ismael Rodriguez
Since Aston Martin opened its sales center at 300 Biscayne Boulevard Way in May, the latest luxury brand to reach for a slice of South Florida’s condo market has kept busy promoting the 66-story Aston Martin Residences that will break ground in downtown Miami come fall 2017.
Last week Thursday, for example, Aston Martin and property developer G&G Developments, the Miami-based real estate firm owned by Argentine supermarket tycoon German Soto and his mother Gloria, invited a select group of investors to sail in a massive yacht around the Miami River.
Then on Friday, they gathered a handful of magazine and broadcast journalists and taxied them around downtown in an Aston Martin Rapide, stopping at the Hard Rock Stadium, where each guest invited was allowed to drive the $250,000-car, capable of speeding 220 mph, for 20 minutes around the neighborhood.
“Salesmanship is everything. It’s P.T. Barnum getting people inside the tents. Developers need the media,” Christopher Zoller, an associate at EWM Realty International, told the press. “They need them to get the word out to the world. If they can take a dozen journalists on a helicopter ride, that beats having to take 150 potential buyers somewhere else.”
The result? A flood of positive feedback from the market itself that has led to nearly 20 percent of the building’s units already under contract, with 10 percent deposits that exceed $100 million, according to G&G Developments.
“We have been overwhelmed by the positive response from the market – pre-sales are extremely encouraging and I’m delighted that we are on schedule both in terms of the development and pre-sales,” German Coto, CEO of G and G Business Developments, told the press. “In Aston Martin, we found the perfect partner – one that resonates globally and is the definition of timeless luxury. Together with the Aston Martin design team, we are creating the ultimate tower that will contribute to redefine the new Miami skyline and support to the local economy and the wider community.”
Designed by renowned architects Luis Revuelta of Miami and Bodas-Miani-Anger of Argentina, the 391-unit, sail-shaped building, which is estimated for completion in 2021, will sit on a 1.25-acre parcel of riverfront land that G&G bought in 2014 for $125 million, and its units are expected to range in size, with prices ranging between $600,000 and $50 million. And much like the Aston Martin Vehicles, the tower is said to be an extension of the automobile line’s everlasting appeal.
“An Aston Martin is a beautiful and timeless sculpture,” Marek Reichman, Aston Martin’s chief creative officer and executive vice-president, told the press. “We’ve made 80,000 cars and 95 percent of them are still in existence, because people don’t trade them in or sell them — they hand them down to the next generation. But beauty goes beyond form. It's also in the craftsmanship, the materials, the hand-built nature of our products. In many ways we wear our label on the inside. We are an elegant brand that doesn't have to shout, because we have confidence in who we are and the style we possess. When you walk into this building, you will have the same experience Aston Martin owners feel when they get inside their cars.”