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 set to feature the likeness of the renowned Mexican artist on one of its facades.
The project will be located at 119 Northwest 29th Street, a one-acre site acquired by the developers for $20 million in 2023. Plans call for two buildings: an eight-story north tower and a 14-story south tower, with a total of 244 fully furnished units ranging from studios to three-bedrooms. Prices are expected to start at $500,000 and go up to $1.6 million.
Architect Carlos Ott, along with Cube 3 and Cotofana Designs, has been selected for the design work. Amenities will include a rooftop pool, fitness center, spa facilities, and a lobby lounge. PMG will handle sales internally.
The development also involves a partnership with Baker Health, a concierge medicine service based in New York. Baker Health plans to open its first Florida location on the ground floor of the building. Residents will receive complimentary membership to Baker Health for one year.
Frida Kahlo remains one of the most prominent women artists globally; her works are highly valued in art markets. In November, her painting “El sueño (La cama)” was sold at Sotheby’s for $55 million—a record price for artwork by a woman artist at auction. By comparison, Leonardo da Vinci’s “Salvator Mundi” holds the men’s record at $450.3 million from its sale in 2017.
Kahlo’s paintings rarely come up for sale due to their status as national treasures in Mexico; after her death, her husband Diego Rivera left their collections to Mexico’s people under management by the Bank of Mexico.
The use of Kahlo’s name and image in real estate branding stems from an agreement made in 2004 between her niece Isolda Pineda Kahlo and ItalBank president Carlos Dorado that established the Frida Kahlo Corporation and trademarked related rights. After Pineda Kahlo passed away in 2007, disputes over these rights continued within her family.
Branded residences like this have become increasingly common across South Florida as developers look for ways to stand out amid strong competition by associating projects with well-known names from various industries such as fashion or hospitality.
However, industry professionals urge caution when choosing brands for residential developments: “Not all brands are created equal,” said Alicia Cervera Lamadrid from Cervera Real Estate during The Real Deal’s 2024 Miami Forum.
PMG and Lndmrk did not use branding on another nearby condo project launched earlier this year—Twenty Sixth & 2nd Wynwood Residences—which offers similar pricing starting at $500,000 per studio unit.
