Press
MARKET INSIGHTS
Miami: Insight From The Ground Up
By Kerry McClinton-King, Director & Founder of Sorores, 17 July 2025

During my time in Miami, I met a fascinating cross-section of the market, from Sotheby’s to Fortune International, Four Seasons, to niche local operators. It’s a mixed bag, but the ambition is undeniable. What really struck me was the sheer volume of projects in the pipeline: towers under construction, new developments completing, and new ideas ready to launch.
In 2023, Greater Miami saw over $1.9 billion in residential sales, driven by sustained demand for branded residences, robust price growth in core neighbourhoods like Brickell, and a steady influx of high-net-worth buyers seeking lifestyle-led, amenities living in a supply-constrained market. The city now ranks among the world’s top five markets for branded residences, according to Savills' latest Branded Residences Report. By 2030, the branded residential sector alone is forecast to grow by 100%, with over 1,600 branded schemes expected to deliver alongside a thriving unbranded luxury sector.
Against that backdrop, I was reminded that Miami’s developers are not afraid to break the formula. Instead of tying every site to a single brand or operator, they’re curating different partnerships that fit each project’s story and audience. OKO Group & Cain International, for example, have worked with a range of lifestyle and design brands from fashion houses like Missoni, to distinctive architectural concepts like Una. Miami’s most compelling developers are not just repeating one formula, they’re experimenting to shape neighbourhoods that feel layered, diverse in their offering, and compelling for different buyer types.
Just as impressive was what I heard from the brokers. Some real estate brokerages have seen exponential growth in their new-build portfolios; one example shared with me was an increase from five new developments on the books to fifteen within twelve months. It’s a market that is moving fast, but not recklessly.
And you can feel that pace… So many of the projects I saw have a sense of depth and design rigour that doesn’t get lost in the rush to ‘go to market’. Of course, while creative agencies, architects and interior designers are under pressure to deliver quickly, there’s an encouraging sense that speed isn’t replacing substance. In fact, some of the most successful schemes I experienced, Swire’s Mandarin Oriental Residences and Terra Group’s development, THE WELL, show that true value still comes down to clarity of vision, brand alignment, and an unwavering commitment to the buyer’s experience.
Both sales suites were a pleasure to experience. They set the scene to align a buyer’s expectations not just with what their future home will feel like to live in, but with the standard of service and warmth they can expect from day one.
It starts here, and if it feels right at this stage, you trust it will be delivered at handover.

SPOTLIGHT: THE RESIDENCES AT MANDARIN ORIENTAL, MIAMI
From the moment I stepped into the Mandarin Oriental Residences sales suite, it was clear that every touchpoint has been crafted to embody the essence of the brand. More importantly, it signalled the experience that future owners can expect when the doors finally open.
You feel it immediately: the quiet luxury of a warm welcome, the gentle buggy ride to the suite, the signature scent that lingers just enough to remind you where you are. Even in this early phase, it’s evident that this is more than a branded residence… it’s a standalone destination in Brickell Key.
Swire Properties, the developer behind this vision, are not simply selling apartments; they’re curating an urban sanctuary with uninterrupted bay views by day and a glowing cityscape by night, the best of both worlds in one of Miami’s most dynamic districts.
Inside the sales suite, I could see how deeply they’ve thought about how owners will live. Expansive terraces and balconies (many nearly as generous as the indoor footprint), means the boundary between interior and exterior dissolves. It’s indoor/outdoor living with the city just a stone’s throw away, yet I felt immersed in air, light, sea and horizon.
It’s not just the big gestures either, the sense of spatial flow and transition is beautifully resolved. Each entrance to every room features a custom-designed portal, conceived by the designer to create a sense of transition and spatial hierarchy. I could feel the difference immediately: every threshold is intentional, giving each zone its own identity while maintaining an overall calm coherence.
Even in the sales experience, that attention to hospitality was felt. From the perfectly served cappuccino, to the beautifully prepared food that ensured we were never hungry on tour. It’s simple, but it reminded me that this is what true service looks like: anticipatory, thoughtful and delivered with care.
What’s even more striking is that this sense of commitment and conviction radiates from the people behind the project. Maile, who guided us through the suite, is one of the most passionate salespeople I’ve met, but more than that, she genuinely wants you to feel what she feels for Swire Properties and for what’s being built here. By the end, I wasn’t just hearing a pitch, I was swept up in a vision for the project that felt personal. It’s a reminder that a cohesive, energised team can bring a project to life long before the keys are handed over. The partnership between Maile and Erika shows how the human element ultimately sells the dream, no matter how luxurious the product. When a sale suite feels this complete, you know the standard is set.
For anyone working in branded residential, it’s clear that true value lies in the consistency of delivery, and that it begins long before an owner ever steps inside their home. The most experienced brands and developers know that early capital investment matters: it’s what allows a project’s promise to come through clearly at every touchpoint, from the suite itself to the smallest piece of collateral. That’s where trust is built, and long before the keys are handed over.
Explore The Residences at Mandarin Oriental here
Learn more about Swire Properties here
“The most experienced brands
and developers know that early capital investment matters: it’s what allows
a project’s promise to come through clearly at every touchpoint, from the suite
itself to the smallest piece of collateral.”
“The most experienced brands
and developers know that early capital investment matters: it’s what allows
a project’s promise to come through clearly at every touchpoint, from the suite
itself to the smallest piece of collateral.”

SPOTLIGHT: THE WELL COCONUT GROVE, MIAMI
Arrival at THE WELL was exactly what I’d hope for in a brand that puts holistic wellness at its heart: lush, green landscaping, a soothing palette, and a gentle sense of calm that washed over me the moment I stepped inside. The entrance design immediately set the tone. The same black and white tile that will feature in the residential entrance makes a striking first impression and carries that sense of calm identity right through. I couldn’t wait to be shown around.
Just inside, a small basket hung from the ceiling, brimming with folded paper. We were invited to pause and answer three questions: I want to release… I want to welcome… Today I am… The prompt, “let the power of your intention lead the way”, it was a reminder that at THE WELL, wellness isn’t just an amenity; it’s a mindset you’re encouraged to carry into every part of daily life. It was such a simple ritual, but a powerful way to settle in, disconnect from the Miami heat outside, and start experiencing what THE WELL stands for.
Whilst sipping bone broth (I’d return just for that), every detail of the tour felt thoughtfully curated. Chanel, our guide, was the utter professional, balancing all the details a buyer would expect with an authentic sense of why this place and location feels so sought after.
The residences are designed to be brimming with amenities and wellbeing touchpoints, from circadian lighting to air purification and mindful spaces with every detail reflecting THE WELL’s core values: science-backed wellness, nature as design, and community as an extension of home. Everything has been considered to make it easy for a resident to integrate wellness into daily life, not as an add-on, but as the baseline for how they’ll move through their space and connect with neighbours.
One small design moment I loved: they’ve even carved out a compact, flexible space in the suite where you can compose, socialise or stretch; an intentional nook for calm that I wish I’d had time to enjoy. It’s a reminder that wellness here isn’t confined to the spa or gym; it’s woven into how you can use every corner of your home.
With the global wellness real estate market projected to grow by 15.25% annually, reaching $1.1 trillion by 2029, THE WELL feels perfectly positioned and more importantly, ahead of the curve. As new residential developments continue to evolve, THE WELL shows that the true opportunity lies in cultivating meaningful communities where design, daily rituals and resident wellbeing come together naturally.
Discover more about THE WELL Coconut Grove, Miami here
Learn more about Terra Group here
“True opportunity lies in cultivating meaningful communities where design, daily rituals and resident wellbeing come together naturally.”

REFLECTION
What makes a new residential development stand out in a market that moves this fast? It’s not just the brand, it’s the people, the pre-sale preparation, and the delivery of the experience promised that holds true long after the sales suite closes. After spending time with some of Miami’s best teams, one thing is clear: the projects that earn trust, moment by moment, are the ones that challenge each stage of the journey to deliver far more than a transaction.
With the competitive nature of Miami’s luxury residential landscape and the sheer pace at which new projects are coming forward, the obvious question is: how does one genuinely stand out and connect with the right audience?
What’s striking, and what I heard repeatedly, is that developers now see a real need to break away from tired creative real estate formulas. There’s an opportunity (and an expectation) to differentiate a project at every touchpoint, from the sales collateral to the sales suite itself. This isn’t just about packaging a brand name; it’s about using design, storytelling and experience to reach local and global markets that expect more and won’t settle for less. The creative identity, the design language, and the way a sense of place is embedded throughout the design all need to feel authentic. There is huge room for differentiation and diversity, and a clear sense in the market that this is where real value can be built.
It’s clear that the big fashion and lifestyle names are chasing very different targets. Dolce & Gabbana, for instance, has a defined market of globally mobile investment buyers who buy into the brand’s identity first, location or usage second, and with its hotel and residences model, it naturally appeals to those looking for more flexibility and managed rental potential. Meanwhile, many of the standalone branded residences I saw are designed to speak directly to primary markets: residents who plan to live there year-round or rent to long-term tenants and want the amenities and services to match.
It was interesting to note how these standalone developments are packing in wellness, leisure, F&B and private amenities at a level that rivals fully serviced hotels, yet they remain purely residential. Most service charges, for example, sat around $1.90 to $2.30 per square foot, a reminder that buyers here are weighing not just what they pay up front, but what their lifestyle will cost to maintain over time. For many, it’s that balance of ownership, privacy, and consistent service and experience that’s driving demand.
What really stood out to me is how uncompromising the strongest teams are about the buyer experience. Everyone I met was sharp, fully prepared, and unwilling to let anything slip through the cracks. They know every detail inside out (I threw the curveballs, they answered), they run the sales suite like it’s their own business, and they hold the line, so the buyer journey feels seamless and always natural. But that level of commitment only works when the foundations behind it are strong. It’s possible because the developer and operator have interrogated and confirmed every detail upfront, structuring the process to be clear and easy for the buyer to navigate. When that alignment is there, the people on the ground can deliver an experience that earns trust... one moment at a time.
So, in a market where the branding playbook risks becoming formulaic, there’s a real opportunity to unlock more meaningful creative collaborations, to elevate design from copycat to considered, and to help developers and operators craft not just a brand alignment but an experience that holds its promise from the enquiry email through to the first breakfast on the balcony.
It’s a reminder that as the pipeline swells, it’s not the biggest name or the tallest tower that will win out, but the projects that truly deliver on the promises they make the moment a buyer first steps through the door.
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team@sorores.co.uk
Address
Ground Floor, 154 Buckingham Palace Road, London, SW1W 9TR
Social Media
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