Miami’s tallest building to be Major Food Group residential tower

As always, Major Food Group is booming. Earlier this week, a press release announced that the team behind successful restaurants like Carbone and the Grill will partner with JDS Development Group “to design, build and operate MAJOR. : a new residential-hospital tower ”that will rise 1,049 feet to become the tallest building in Miami. MFG is best known for its theatrical and expensive odes to classic American restaurant tropes. (When Carbone first opened on Thompson Street, it rocked the city with its vision of the mid-century heyday of Little Italy, a living movie set in which waiters dressed in velvet jackets designed by Zac Posen brought plates of spicy rigatoni vodka for $ 32 and veal parma for $ 55 at some of the hardest to get tables in NYC.)

Even now, with restaurants in Miami, Vegas, Hong Kong and Tel Aviv, this project represents uncharted territory for founders Mario Carbone, Rich Torrisi and Jeff Zalaznick. The press release is a bit short on the details of exactly what Major will involve: There will be “259 custom residences” and a “food and beverage collection,” with a promise of “stand-alone restaurants and private clubs. “

But high-end luxury developments have increasingly relied on catering as a selling point in their equipment. In 2020, Stacey Kanbar and Julie Kopel of the Kanbar Kopel team of the real estate firm Compass told Eater NY that “exclusive restaurants with upscale chefs are becoming the latest in-demand luxury condo equipment.” Yet these high-end chefs – think Jean-Georges Vongerichten and Shaun Hergatt – are not presented as the building’s co-creators, as is the case with MFG.

However, large restaurateurs have co-created hotels in partnership with developers, which in theory is a similar demand. Will Guidara, whose fame as an operator comes from his time as co-owner of the acclaimed restaurants Eleven Madison Park and the Nomad (the latter of which existed in partnership with hotels in New York and Las Vegas), planned transform a castle in upstate New York into a luxury hotel that also has a few residences. But even imagining a hotel with residences is fundamentally different from something that emphasizes residency. And so, a few questions:

Question 1: Which MFG restaurant would most easily translate into a residential aesthetic for Miami?

The press release teases a “perfectly composed maximalism,” but doesn’t go so far as to say whether MFG or JDS will ultimately appeal to the residential design elements.

But if the MFG vibe kicks in, it might aspire to evoke Santina, the now-closed restaurant that once occupied a glass box designed by Renzo Piano in New York’s slaughterhouse district. Santina sported one of the most tropical and airy designs of the group. Murano glass chandeliers looked like bouquets of flowers. There were palm fronds and an orange fruit tree, waiters in polo shirts and striped umbrellas on a large outdoor patio, all designed to transport diners to a cabin on the Italian coast. Chandeliers alone deserve a place in the lobby of a Miami apartment building or in the rooftop event space (assuming he has one … which … he should).

But MPG’s last restaurant in Miami, Sushi Bar by ZZ, could also offer clues as to what her Miami look should be. Escape and seaside resort, it’s a perfect example of the 2021 restaurant’s dominant aesthetic: nostalgic, upbeat, and vacation-obsessed. This one is definitely more maximalist, with shell-shaped chair backs, palm-shaped brass pendant lights, and a teal cheetah-print rug.

Question 2: Will there be room service?

Not clear, but there probably should be: what would be the point of living in a hospital tower with the name MFG if you couldn’t start your day with a Sadelle spread or have a Caesar salad? at a Carbone-style table for lunch in your own living room, a bedroom or a dinner composed of prime rib and Dover sole as at the Grill? I also hope there is some sort of ‘all day’ menu that includes Parm mozzarella sticks – because if I could afford an apartment like this you better believe I would like to eat Parm’s mozzarella sticks in my fancy bed in my fancy dress watching movies when I feel like it.

Question 3: Who will actually live there?

Will anyone make oneparments (sorry I had to, that was right there) their primary residence? Probably yes, some people will do this so they can file their taxes as a Florida resident (the state has no income tax and no inheritance tax). More importantly, I expect residences to be used primarily as pied-à-terre by people all over the world who have enough money to just buy an apartment in a city they love because they love. the ambiance and food of a particular group of restaurants. Maybe some enterprising people will even try to rent theirs regardless of the version of Airbnb for the rich.

There is no pricing information yet, but JDS Development other projects are quite expensive. At 111 W 57th Street, the self-proclaimed “tallest and slimmest residential building in the Western Hemisphere” created by JDS, start of available residences to $ 11.5 million for a 12th floor apartment and up to $ 66 million for a penthouse.

From left to right: Jeff Zalaznick, Mario Carbone, Rich Torrisi.
Official

Question 4: Why is it in Miami?

Of course, it’s in Miami. During the pandemic, Major Food Group gambled everything on Miami, opening two restaurants there in the first four months of 2021 and planning several more. His interest in the city is neither unique nor particularly mysterious: “I was lucky to find myself here [in Miami] right at the start of the pandemic, ”Zalaznick told Eater earlier this year, noting that he is living there now. “As soon as I got here I realized the potential and we started to move.” Florida has had more lax Covid rules than MFG’s original New York base, and Framed Notes that there is an exodus from New York to Miami that includes restaurants, art galleries and, of course, residents.

In 2021, Miami overtook Los Angeles to become the second most expensive housing market, just behind New York, according to RealtyHop. During this time, the the Wall Street newspaper proclaims Miami is “bullish” on the return of foreign real estate buyers – presumably the kind who might buy a high-rise residence like this.

Question 5: Why would people want their home to be a brand activation?

Well, with this one in particular, we’d be remiss if we didn’t note that MFG restaurants are delicious and – for diners, at least – a lot of fun. They’re immersive and luxurious, and I for one understand the appeal of having people who create top-down experiences be responsible for decorating and imagining my new, multi-million dollar apartment. (See above in re: my room service questions.)

Bonus question: Why, oh why, did the name have to be styled in all caps and with a point?

This is a question that mainly comes from me, as a survivor of the name of Moans, and our copy editing office. As stated in the press release, the building is called MAJOR. (The period is part of the name, but also my ending punctuation.) But really why is this kind of punctuation and styling necessary? Surely the project would have the same drama if it was called Major, right?

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