Carloss Rosso

Save the date: RealShare Apartments East comes to the Hyatt Regency in Miami, FL, on February 26.

MIAMI-The Related Group last Friday celebrated the official top off of MyBrickell, the first condo in the Brickell/Downtown Miami area to rise since the last development boom. The 27-story tower will come to market later this year.

Related sold out all 192 condo units in a matter of weeks. caught up with Carlos Rosso, president of the Condo Division at Related, to find out how Related pulled it off. How was the sales team able to convert these reservations so quickly? Was there a new strategy for this?

Rosso: The strategy was great pricing, great design, an amazing location next to Brickell CitiCentre, smack in the center of all the action in Brickell, and the reputation of Related.

The building is a one off opportunity for the Latin America buyers who wants to owe a “pied-a-terre” in Brickell to either use it or rent it out. In this particular job, I believe people counted on Related’s experience and track record to deliver the first building completed after the recession on time and on budget.

Design-wise its is going to be a striking property. The façade designed by Arquitectonica will be recognizable from miles around. And the interiors by New York designer Karim Rashid will be memorable.

It’s the same strategy we use in every development. Push prices down, push design and quality up and surprise customers with an amazing property delivered in time and price. What difficulties did the developers face during construction?

Ross: The project has gone very smoothly. We are actually going to complete the project three months ahead of schedule. We have worked very well with the contractor, the design team and the City of Miami. How does this compare to Related’s past and future projects that are already under construction?

Rosso: MyBrickell is the first of our Brickell jobs to get completed. MyBrickell and Apogee Beach are the first condo towers we are finishing this year. We are very proud to be at the forefront of development once again. We are working actively in a lot of different areas always with the same strategy—deliver the best product.

What’s your take on this new wave of condo development? Too much too soon? Sound off.