Kerzner International is making waves in the South Florida real estate scene by teaming up with local developers to introduce its first Siro-branded project in the United States. This exciting new venture, named Siro Brickell, promises to bring a fresh and innovative hospitality experience to Miami’s bustling Brickell neighborhood by 2030.
The collaboration involves two prominent South Florida developers, 13th Floor Investments and Forse Holdings, joining forces with Kerzner International to develop the Siro Brickell project. The development is poised to become a standout addition to Miami’s vibrant urban landscape, reflecting Kerzner’s bold vision for its Siro brand, which is designed to cater to the evolving needs of a new generation of travelers. According to Kerzner International CEO Philippe Zuber, Siro is a “disruptor brand” focused on wellness, performance, and purpose, aligning perfectly with what modern travelers seek today.
Strategically located at 9 SE Sixth St., the site for Siro Brickell was acquired by Kerzner in August for $45 million from Hong Kong-based developer Swire Properties. This transaction is part of a larger wave of asset sales by Swire, including the Brickell City Centre mall across the street, which was recently purchased by Simon Property Group for a hefty $512 million. This prime location underscores the high potential and growth trajectory of the Brickell district as a key player in Miami’s real estate market.
The project itself will feature a 180-key hotel component alongside 350 residential units under the Siro brand umbrella. What sets Siro Brickell apart is its distinct emphasis on wellness, which will be integrated into the design and amenities, starting with a dedicated fitness and recovery lab. The focus on health and well-being reflects a broader trend in hospitality and residential developments, aiming to attract guests and residents who value an active, balanced lifestyle.
Notably, Siro Brickell marks the brand’s entry into the U.S. market. Kerzner’s Siro brand has already made successful debuts internationally, with properties like Siro Boka Place in Montenegro, launched in May, and Siro One Za’abeel in Dubai, which opened last year. This expansion into Miami signifies Kerzner’s strategic move to position Siro in some of the world’s most dynamic urban markets, with Miami serving as a natural choice given its vibrant real estate landscape and diverse, global audience.
Juan Aguilar, Kerzner’s President of Real Estate, highlighted Miami’s importance in Siro’s growth story, calling Brickell an ideal spot for the debut in the United States. He referred to Miami as one of the “most exciting real estate markets in the world,” emphasizing the opportunity the city presents for innovative projects like Siro Brickell.
On the local front, 13th Floor Investments, led by managing principal Arnaud Karsenti, brings significant experience to the table, currently working on over 300 market-rate and workforce housing units near Boca Raton’s Tri-Rail station. Meanwhile, Forse Holdings, under CEO Ian Ludmir, is actively involved in prominent Brickell projects, including the Ocean Bank Tower renovation, collaborating with Integra Development and BH Investment Group. These partnerships not only underscore the local expertise behind Siro Brickell but also signal a strong commitment to Miami’s urban development.
Miami’s growing appeal as a hub for international brands and developers is further evidenced by similar ventures such as Dubai-based Damac Properties’ entry into the U.S. market. Damac is known for its luxury developments and is currently building The Delmore, a high-end residential project replacing the tragic Surfside site.
In sum, the partnership between Kerzner International and South Florida’s 13th Floor Investments and Forse Holdings positions Siro Brickell as an ambitious project blending wellness-focused hospitality with upscale urban living. Set to open in 2030, it promises to be a vibrant new landmark in Miami’s Brickell neighborhood, marking a significant milestone for the Siro brand’s global expansion.
