Clubs, culture and a competitive edge

We talk a lot about bifurcation in the office market; everybody wants the trophy offices, few want tired, energy hungry blocks in peripheral locations.

But what truly makes a trophy office? The model is often similar; location, sustainability, fancy gyms. Getting that combination right is easier said than done, but increasingly developers recognise that to command attention and premium rents, a building needs a distinctive edge.

This applies as much to residential developments as it does the office sector, and it's particularly important in cities that have seen significant amounts of new development – like Miami. In the residential space, partnering with a brand is often the go-to move. But across both sectors, developers are increasingly turning to private members clubs – now a fixture in the city's social scene. Miami's latest wave arguably started with the opening of ZZ's by Major Food Group in 2021, and has gathered momentum ever since.

Harbour Club opened almost exactly a year ago to the day, and the latest addition will be Seia, due to open on the 54th- and 55th-floor spaces at 830 Brickell, the tower best known for housing Ken Griffin's Citadel hedge fund. 

Truly sophisticated

This will be an interesting addition. Citadel will reportedly leave the eight floors it currently occupies in the building for its own tower, though construction on that won't begin until next year. Still, the owners are betting that Seia, to be operated by The Bastion Collection, owner of New York restaurant Le Jardinier, will offer tenants something truly unique in a city that rarely lacks for high-end experiences.

“In a city that constantly looks to the next new thing, what has been missing is the tradition of a truly sophisticated metropolitan club,” the co-developer of the tower, Vlad Doronin, told Bloomberg.

It would be foolhardy to bet against Doronin, who runs OKO Group and owns Aman Resorts. The latter is best known for its luxury resorts, but has also been a pioneer in the branded residences and private clubs spaces – particularly its outposts in New York and Tokyo. It will bring its own club concept to Miami in 2026.

Expect more of this as developers seek an edge – clubs, curated wellness spaces, anything community-based that connects tenants and residents to each other, and by extension the building. You can explore this theme further in our Guide to Private Members' Clubs and the newly released The Residence Report, where we spoke with community-building expert Jamie Caring about what developers seek in modern private clubs:

"It’s differentiation," he told us (P.30). "In markets where every scheme is pushing for US$10 million apartments the question is, “what’s your magic dust?” If you can credibly say: buy here and you’re also joining this community – a wellness club, a cultural hub, whatever – that’s compelling. Otherwise you’re just another glass box."

Loosening standards

The Greater London Authority was widely expected to introduce emergency measures to boost housebuilding in the capital this week. Just 965 private homes commenced construction in London during Q3 2025, according to Molior. The city is on track for just 5,000 residential construction starts in 2025.

Those measures haven't yet arrived, but this morning's FT has more details of the deliberations within the GLA. In addition to the previously reported plan to cut affordable housing thresholds, the paper reports that design standards may also be loosened.

Talks have also been held about reducing the community infrastructure levy. 
Anything agreed won't be implemented immediately. "Officials hope to have a consultation on the new system before the end of the year and to put in place early in 2026," the report says.

While many of the measures will help to some degree, this will no doubt be disappointing for developers, many of whom believe a substantial turnaround won't be sustained without some sort of buy-side intervention, whether that's in the form of incentives for first-time buyers or off-plan investors. We'll have much more on this in our upcoming Residential Development Land Index, out later this month. 

In other news...

Tax crackdown on second-home owners brings in ‘record’ haul (Times), and finally, Portugal’s Golden Visas Boost Classic Cars, Almonds and Equities (Bloomberg).