How LVMH Helped Turn an Abandoned Miami Warehouse District Into a Luxury Hot Spot
Once-shabby neighborhood is booming while some other High Streets across the country still struggle
MIAMI—When Miami developer Craig Robins welcomed LVMH Chief Executive Bernard Arnault to his office in the city’s Design District, there was little about the gritty neighborhood to suggest it would ever become a mecca for luxury goods.
The dozen blocks consisted of squat, single-story concrete warehouses, furniture showrooms, and empty lots. But the two men shared a vision that the area could evolve into a SoHo of the south. By the end of the meeting, Arnault agreed to form a new company with Robins that would buy properties in the district and transform them into stores featuring posh brands from the French company and others.
“Everyone thought we were crazy and that it would never work,” Robins said.
Now, 14 years later, the Design District houses LVMH’s most recognizable names, from Louis Vuitton to Loewe. Their suite of luxury brands left the nearby Bal Harbour luxury mall to relocate to the District. Rival European luxury brands, including Hermès and Chanel, also added flagship stores to the Design District.
The once-shabby neighborhood has emerged as one of the world’s most popular luxury hubs, booming while some other High Streets still struggle. Luxury corridors such as New York’s Meatpacking District and Chicago’s Magnificent Mile have experienced double-digit decreases in foot traffic over the past four years through 2023. In the Design District, foot traffic jumped 47% over that period, according to Placer.ai data analyzed by CBRE research.
One of the keys to the neighborhood’s success has been mixing its 30 acres of retail with outdoor sculptures and murals. The flagship luxury stores resemble art galleries. At the Celine store, creative director Hedi Slimane recently designed a mirrored sculpture that is both an art installation and a functional spiral staircase that leads customers to the second floor.
Asking rents for retail space in the Miami neighborhood have risen 200% since 2019, according to real-estate firm JLL, by far the steepest increase of any North American prime retail corridor over that time period.
For certain brands, Miami is their bestselling city, said Michael Burke, head of LVMH Fashion. “And for others, the Design District is their top store in all of America.”
Robins has also been instrumental in expanding Miami’s cultural scene, helping launch the Art Basel Miami Beach fair and ushering in new galleries and museums to the Design District.
He sits at the nexus of the brash new Miami, which after realizing its aspirations to become more of a cultural capital is increasingly focusing on the business and financial elite that have flocked to the city. Outposts of popular New York City restaurants and exclusive membership clubs now define the city as much as the surf and party scene.
“These financiers, tech entrepreneurs, would be unlikely to move to Miami if you didn’t have this exciting urban culture,” said Jeffrey Deitch, of the Jeffrey Deitch gallery in Los Angeles and New York. “Craig is one of the key people in inventing this exciting new Miami.”
That blend of art and finance works for Robins, 61 years old, who feels as comfortable dressed in a jean jacket with a leopard-print collar, as he does in a suit and tie.
He grew up on Miami’s Star Island and was exposed to art and commerce at an early age. His father, Jerry Robins, was a real-estate developer. The chairman of Miami-Dade County’s Art in Public Places, one of the first public art programs in the country, was his neighbor. When he learned about Robins’s interest in art, he enlisted him to join the board when he was only 23 years old.
Robins got his start developing Miami Beach’s art deco district while studying law at the University of Miami. He later partnered with Tony Goldman, the developer who revitalized SoHo in the ’70s. Goldman also helped transform Miami’s Wynwood neighborhood from an industrial district into one frequented by younger people and featuring galleries and large-scale outdoor murals.
In the late 1990s, Robins used his own savings to acquire properties in the Design District at an average of $5 a square foot. He offered free space for artists and curators to display their works, and he brought in high-end furniture showrooms.
In 2010, Arnault was flying from Los Angeles to Paris when Burke elected to reroute his boss’s flight through Miami to present him with the “crazy idea” of investing in the Design District, something Robins had suggested at an Art Basel party a few years before. Arnault and Robins, both avid art collectors, lingered in Robins’s office over works by the conceptual artist John Baldessari.
Real-estate prices were especially cheap then after the 2008-09 financial crisis had caused Miami property values to plummet. By the end of a three-hour conversation, the LVMH chief agreed to be 50% partner with Robins on a company now called Miami Design District Associates. In 2014 Brookfield joined as an equity partner.
Robins spends most of his time in the Design District, curating both public and private events, including concerts open to the public. On a recent afternoon, he strolled through the neighborhood in a Dior Homme suit and his signature thick-framed glasses. He greeted friends while pointing to sculptural works throughout the neighborhood.
He strolled past two museums free to the public, including ICA, for which Miami Design District Associates donated the land. Of the 14 Michelin stars recently awarded to Miami, the Design District’s restaurants landed four of them. A private club, called The Moore, recently opened inside the historic Moore Building.
“Miami was not thought of as an inventor of global cultural content,” Robins said. “I really wanted to change that.”