Porsche Design Studio and New York/South Florida developer Gil Dezer of Dezer Properties and Dezer Signature Brands, recently announced a master licensing agreement to expand the Porsche Design Studio’s luxury brand reach into the Florida residential real estate market.
The venture’s first proposed project will feature a 57-story ultra-luxury tower called The Porsche Design Tower, complete with a sky garage, in Sunny Isles Beach. This tower will showcase a one-of-a-kind robotic parking system, allowing owners to park their vehicles in sky garages directly next to their units. It’s a first for Florida, but not so much for New York City.
This is a perfect example of multiple entities managing one brand. Porsche, still known best for luxurious, high speed cars, comes from and stands for mobility.
And now it licenses its brand for the least mobile thing, real estate. Did anyone think of the stretch?
And in case you missed it, there are quite a few building just like that already, where you park your car next to or even within your apartment.
Besides that, there are many reasons why branding plays almost no role in real estate. How often did Trump go bankrupt?