PMG and Lndmrk Development have announced the launch of a Frida Kahlo-branded condominium project in Miami’s Wynwood neighborhood. The development, named Frida Kahlo Wynwood Residences, will be designed to accommodate short-term rentals and is planned for a one-acre site at 119 Northwest 29th Street. The developers purchased the property for $20 million in 2023.
The project will feature two buildings: an eight-story north tower and a 14-story south tower, with a total of 244 units ranging from studios to three-bedroom residences. All units will be fully furnished. The facade of one building will display the likeness of Frida Kahlo, according to renderings provided by the developers.
Carlos Ott, Cube 3, and Cotofana Designs have been selected as architects for the complex. Amenities will include a rooftop pool, fitness center, spa facilities, and a lobby lounge. Unit prices are set to start at $500,000 and go up to $1.6 million. PMG will handle sales internally.
In addition to residential amenities, Baker Health—a concierge medicine service based in New York—will open its first Florida location on the ground floor of the development. Residents will receive complimentary membership to Baker Health for one year.
Frida Kahlo remains one of the most recognized women artists globally; her painting “El sueño (La cama)” sold for $55 million at Sotheby’s in November 2023—the highest price ever achieved at auction by a woman artist. Most works by Kahlo are not available for private sale due to her husband Diego Rivera’s decision to leave their collection to Mexico; their estate is managed by the Bank of Mexico.
The use of Frida Kahlo’s name and image for branding was made possible through a partnership established in 2004 between her niece Isolda Pineda Kahlo and ItalBank president Carlos Dorado. Together they formed the Frida Kahlo Corporation and trademarked her name, face, and signature. After Pineda Kahlo’s death in 2007, legal disputes arose within her family regarding control over licensing rights.
Branded residences like this project represent a growing trend in South Florida real estate development. Many new projects across the region now feature partnerships with well-known brands from various industries as developers seek ways to distinguish their offerings in an increasingly competitive market.
Industry experts have noted that brand selection should be approached carefully when developing branded properties. “Not all brands are created equal,” said Alicia Cervera Lamadrid of Cervera Real Estate during The Real Deal’s 2024 Miami Forum.
PMG and Lndmrk previously chose not to use branding on another nearby condo project—Twenty Sixth & 2nd Wynwood Residences—which launched sales earlier this year with studio prices also starting at $500,000.
