Coming Bentley Residences to Sunny Isles. Image credit: Bentley Motors
British automaker Bentley Motors is focusing on craftsmanship and community in its first real estate project.
The beachfront residential project is located in Sunny Isles, Miami and is due for completion in 2026 (see story). While other luxury automakers have also opened their own branded properties, Bentley Residences looks to differentiate itself by offering a glamorous lifestyle built on design, sustainability and wellness.
“When you look at our Residences project, it is the perfect blend of performance, luxury, craftsmanship and refined attributes,” said Christophe George, President and CEO of Bentley Motors Americas.
In this Q&A, Mr. George discusses how the opening of Bentley Residences is beginning to pay off. Here is the conversation:
President/CEO of Bentley Americas Christophe George. Image credit: Bentley
What is the history of the Bentley Residence project and why was Miami chosen for this project?
With our high net worth clients, real estate is a passion point. We wanted something that was part of Bentley’s DNA.
Outside the car, we wanted something that reflected our design. We worked with our designer to make sure of that [the residences] It’s similar to what you can expect from a Bentley.
Why Miami? First of all, Florida is one of our largest markets in America, along with California.
America is for us the largest region in the world. So, we have a very strong client base in Florida, especially in Miami, so it made sense.
The origins of the project…we have been working very closely with him [Gil Dezer, president of Dezer Development] On this project with Bentley. It didn’t take us long to understand the value of his participation and why our clients would be interested in this project.
When you think of the Bentley lifestyle, you think of vehicle performance, craftsmanship and sustainability. How will this be reflected in the design of the building?
Everything is by design. Our project is the best combination of all these elements, without compromise.
The craftsmanship, all that attention to detail – you can get it right out of the car. Refinement and design – all of these aspects can be extrapolated outside the vehicle.
We have a partnership with a company called Luxury Living, we work with our designers and they sell luxury furniture. This happens everywhere [in the residences]. Therefore, we already know that our furniture design attracts a large group of clients and clients.
An array of offerings, including utilities, offer a preview of luxury common spaces. Image courtesy of Bentley
What are the next stages of the Residence project?
The next stage is the opening of the sales office this year.
We’re going to open a model apartment where people can come and see what kind of apartments we’re going to create in this particular tower. They will be able to visit it before committing to a purchase.
They will learn about the lifestyle and come back before launch so we can explain more about what it will be like. It will be a place where our clients can have a good time in Miami near the beach.
Are any of your other brand partners, such as The Macallan, involved in the project?
Yes, when I talk about the element of our lifestyle, there will be moments when our buyers can enjoy the world of Bentley, which will include the Macallan experience.
Bentley Home Group. Image credit: Bentley
Other than residences and Bentley home furnishings, are there any other lifestyle categories you’d explore?
We’re working on some projects that I can’t be specific about today.
Other spaces, not necessarily real estate, where our clients can meet.
We have a very strong Bentley customer community. We have our own Bentley app with a social component where they can communicate with each other, known as the Bentley Network.
We will be partnering with select places in the Americas where they can meet and experience products and lifestyle. These experiences will be sponsored.
We are developing this project [the Residences] To be the best experience, we offer the complementary lifestyle with this luxury apartment.
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