Luxury car brand Skyscrapers
Porsche Tower was completed in 2017. It is a 60 floor tower with 132 units.
Prices ranged from $6 million - $32 million.
What special features do you think the building or apartments have?
The building has a private restaurant, spa, gym, 3 pools and movie theatre.
Each unit has …
a private hot tub / pool
parking for 2 cars. The building has 3 elevators which can bring your car directly to your apartment.
Do you think these apartments would be popular?
When the building opened, only 5 of the 132 units were still available.
22 billionaires had bought units here before the project was announced to the public.
The most famous owner is Lionel Messi.
Aston Martin opened it’s tower in Miami in 2024. ($4 million - $60 million)
Bugatti will open it’s tower in Dubai in 2027. ($5 million - $150 million)
Miami seems to be the US capital of branded buildings. Pagani, Bentley and Mercedes are all opening buildings there.
Why do you think these car companies have decided to make luxury buildings?
Is it a good idea?
People who buy these apartments tend to be loyal to the brand and are often “collectors.” They buy more than one model of the brand’s cars.
It also helps enhance the luxury lifestyle image of the brand. These companies are selling a “lifestyle” when they sell their cars.
The name of the building is a constant advertisement for the brand (like how sports stadiums are named after sponsors)
The buildings are seen as safe investments because customers are paying premium prices to be associated with the brand.
Do you think one of the brands should construct a building in Japan?
At the moment big hotel chains (like the Waldorf Astoria, Ritz Carlton) have been designing apartment buildings in Tokyo.
Aston Martin finished it’s first private home design in Tokyo (Minami Aoyama) in 2025.
How would you describe it?
Do you think these kinds of houses would be popular in Tokyo?
The Aston Martin house was purchased by an Aston Martin collector in Tokyo. Their name hasn’t been publicly announced
sources:
https://supercarblondie.com/three-storey-townhouse-in-tokyo-is-aston-martins-first-private-residence-in-asia/
https://www.dezeen.com/2024/05/30/car-branded-skyscrapers/