Photo Credit: Rendering of Rivani Miami Beach Office
Playboy has relocated its global headquarters to the penthouse at Rivani Miami Beach, making a statement in the world of luxury commercial real estate. This move places the brand inside the world’s first Class-X office, a category developed by Robert Rivani to blend five-star hospitality with workplace functionality. Located at 1691 Michigan Avenue and adjacent to Lincoln Road, the property has undergone a $100 million transformation, turning a traditional office building into a lifestyle destination for elite businesses.
The Rise of the Class-X Office Model
Class-X offices are more than just premium workspaces—they are immersive environments designed to inspire productivity, creativity, and wellbeing. This new standard surpasses Class A offices by incorporating lifestyle amenities that rival top hotels. The concept has gained traction as businesses seek spaces that enhance both professional output and quality of life.
Defining Class-X Features
Photo Credit: Rendering of Rivani Miami Beach Office
Rivani Miami Beach offers amenities that include an exclusive Omakase restaurant, a hidden speakeasy, a world-class spa, and a fully equipped wellness center. Tenants enjoy valet parking, a full-service concierge, and curated wellness programs. Meditation rooms, lounge-style meeting areas, and private event venues blur the boundaries between work, leisure, and social interaction—making this property an ideal match for Playboy’s upscale, lifestyle-driven image.
Rivani Miami Beach’s Transformation
Photo Credit: Rendering of Rivani Miami Beach Office
The building’s transformation represents Rivani’s broader vision to disrupt conventional real estate categories. This is not just an office upgrade—it’s a redefinition of what a corporate headquarters can be.
From Office Tower to Lifestyle Hub
Designed by the Rockwell Group, the interiors merge comfort with elegance. The redesign introduced meditation spaces for relaxation, open lounge meeting areas that foster creativity, and private venues for hosting high-profile events. These upgrades align with Rivani’s $200 million South Florida portfolio, which includes notable assets like Amara at Paraiso, the upcoming GAIA, and Wynwood Jungle. His track record also features record-setting deals such as the $28.2 million sale of Catch Miami Beach and a $38.25 million all-cash purchase of restaurant spaces at SLS Lux Brickell and Dua Miami Hotel.
Playboy’s Strategic Move
Photo Credit: Rendering of Rivani Miami Beach Office
For Playboy, this relocation is both symbolic and strategic. It reflects confidence in South Florida’s growing reputation as a global business hub while aligning the brand with a space that mirrors its luxury and cultural appeal.
Market Impact and Industry Trends
By moving into Rivani Miami Beach, Playboy reinforces the market appeal of Class-X offices. This relocation also coincides with Rivani’s corporate rebrand from Black Lion to RIVANI, signaling a new phase of expansion. The developer’s projects have already set new benchmarks in hospitality and commercial real estate, and Playboy’s presence is expected to attract other high-profile tenants to this reimagined business space.
Playboy’s move to Rivani Miami Beach’s Landmark Class-X Office represents a bold embrace of the evolving workplace model. The combination of luxury amenities, strategic location, and hospitality-inspired design sets a precedent for the next generation of corporate headquarters. As more companies look beyond traditional office formats, Class-X properties like Rivani Miami Beach are poised to lead the way.
(For more information please contact: HL Real Estate Group – portfoliomanager@hlrealestategroup.com)
