Frida Kahlo-branded luxury condo planned for Wynwood
Add Axios as your preferred source to
see more of our stories on Google.
Frida Kahlo (left) and a conceptual rendering of the planned branded condo project to bear her name. Photo: Ivan Dmitri/Michael Ochs Archives/Getty Images; Rendering: ARX Creative
A new luxury condo project in Wynwood will bear the name of Frida Kahlo, the late Mexican artist whose image has been emblazoned on everything from Barbie dolls to tequila since her death in 1954.
Why it matters: Branded real estate projects aren't new in Miami, but buildings here are typically named after luxury cars — or President Trump — rather than long-dead artists.
Driving the news: The Frida Kahlo Wynwood Residences, which promises to draw "inspiration from Frida's unmistakable strength and spirit," will include 244 units, a resort-style pool and concierge-style health care services.
- A rendering of the project shows a mural of Kahlo on an exterior wall and the project website says the interiors will illustrate Kahlo's "influence in subtle, expressive ways."
How it works: Developers PMG and LNDMRK Development entered an agreement with the Frida Kahlo Corporation to use her likeness, Victoria Portal, a spokesperson for the developers, tells Axios.
- The corporation will "have involvement in the overall design and experience of the building," Portal said.
- She did not reveal how much the developers paid for the naming rights.
- The concept design will be led by artist Carlos Ott in collaboration with CUBE 3.
What they're saying: Ryan Shear, managing partner at PMG, called the project "a unique opportunity to bring art to this neighborhood in a new way," in a statement to Axios.
- "Following the record-breaking sale of her artwork last year, which reaffirmed her work's continued ability to hold its value and move artistic minds throughout the world, we knew she was the perfect muse for this project."
Flashback: Kahlo died without a will and her property rights were inherited by her niece, per ArtNews.
- Her relatives and a Venezuelan businessman formed the Frida Kahlo Corporation in 2004, which owns more than two dozen trademarks associated with the artist, including soaps, cigar cutters and cookware, according to Courthouse News.
Friction point: While the Kahlo Corporation has said its marketing of the artist helps bring Kahlo's message to "many women who need that strong female personality to follow," critics have called out the "mass merchandising of her image," NPR has reported.
Shear says the project will "bring to life an iconic artist's legacy in one of the biggest arts hubs of our region."
- "We can't wait for her fans and enthusiastic collectors to have the chance to secure a piece of her legacy for themselves."
What's next: The project is slated for completion in 2029, per Portal.