Playboy has announced plans to relocate its global headquarters to the penthouse at Rivani Miami Beach, a $100 million reimagining of a traditional office tower that has introduced South Beach’s first “Class X” office concept.
The lifestyle brand has signed a lease for the penthouse at 1691 Michigan Avenue, where developer Robert Rivani has transformed the property into a next-generation workplace. Branded as a “Class X” asset, the building features an on-site omakase restaurant, speakeasy, world-class spa, and full-service concierge—amenities more often associated with luxury hospitality than commercial real estate.
Designed by Rockwell Group, interiors blur the boundaries between office and resort, incorporating meditation rooms, living-room-style meeting lounges, private event venues, and a full wellness center. Located adjacent to Lincoln Road, the project reflects Rivani’s strategy of disrupting conventional real estate categories by merging lifestyle, hospitality, and workspace.
The headquarters move coincides with Rivani’s rebrand of his development firm from Black Lion to RIVANI, underscoring his rapidly expanding South Florida portfolio. His holdings now include nearly $200 million in prime assets such as Amara at Paraiso, the forthcoming GAIA, and Wynwood Jungle.
Rivani has recently set new benchmarks in the market, including the $28.2 million sale of Catch Miami Beach—a Florida record for a freestanding restaurant—and a $38.25 million all-cash acquisition of restaurant space at SLS Lux Brickell and Dua Miami Hotel, one of 2025’s largest hospitality deals.
With Playboy’s relocation, Rivani Miami Beach signals the arrival of a new paradigm in office development, one that pairs five-star amenities with elevated design. Market confidence in the model continues to build, with additional high-profile tenants expected to join.
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