Reuben Brothers announced on Mar. 13 plans to upgrade the W South Beach, seeking approval from the Miami Beach Preservation Board for a series of renovations and new amenities at the oceanfront property.
The proposed changes include introducing a members-only social club, a French bakery, and a new beachfront restaurant. The investment firm, led by Simon and David Reuben, acquired the hotel component and several condo-hotel units at 2201 Collins Avenue in 2024 for more than $400 million. The twin-tower property was completed in 2009 and has 407 units.
According to documents filed with the city, part of the lobby will be converted into a French bakery with both indoor and outdoor seating. The bakery is planned as an all-day café offering breakfast and coffee service along Collins Avenue. Interior updates will involve removing existing stone cladding and planters, refinishing corridor columns with Venetian plaster and stone bands, and adding movable terrace furniture that connects directly to the bakery.
On the ocean side of the property, Reuben Brothers intend to demolish the current pool area to build an open-air beach club restaurant with seating for 237 guests. Plans also call for a new food and beverage bar, an outdoor deck, and a freestanding aluminum pergola featuring retractable awnings and glass elements.
The main feature of the renovation is set to be a private members-only club with seating for over 300 people indoors and outdoors. This club will have its own drop-off area along 22nd Street. Reuben Brothers have increased their presence in South Florida hospitality in recent years through acquisitions such as a stake in JW Marriott Miami Turnberry Resort & Spa in Aventura in 2020, as well as purchasing and renovating Palm Beach’s Chesterfield Hotel—now reopening as The Vineta Hotel by Oetker Collection.
