In the late 90s, Alan Faena seemed to give way Copernican twist to the real estate business. Together with the famous and versatile French designer Philip Starck, he has recycled one of the last bulwarks of the turn of the century in Puerto Madero, a Molinos silo, which after an investment of 30 million dollars has become a hotel for the refined.
This is how developments with a brand were born. Then followed the projects with the brilliant Norman Foster and the imitation effect found others such as the one that stands on Libertador Avenue in the emblematic Zaha Hadid or those of Armani in the Polo field or in the middle of La Recoleta, where the Lola restaurant operated . And until when the Coto group has partnered with Aston Martin luxury vehicles for 66 floors in a building that looks like a sailboat facing the sea, in Miami.
In an Argentina where the brick is more and mores paradise of value, even if sales are paralyzed, there are other hasty decisions that were unthinkable until recently. It is what they concluded in Vizora that they started looking for a brand with style, an intangible, that gives more value to the condominium and makes it aspirational.
Negotiation
Marcos Brito, 40, one of six children of the late banker Jorge Brito and managed by Vizora with sisters Milagro and Constanza, took over a Miami creative studio for the occasion.
First Lamborghini, then Armani thought of it, with the idea of accessible luxury, contemporary aesthetics, special materials and eco-sustainable construction. The negotiations did not go ahead.
Suddenly the group appeared Pininfarina as an ideal partner for the land they have in Lot 6 of Pier One in Puerto Madero. According to Marcos, the brand is differential liquidity insurance. Samuele Sordi, chief architect of Pininfarina of America, was in Buenos Aires last week. And they closed the deal.
It is none other than the group, considered the king of Italian design, which has already ventured into real estate developments with ten towers around the world, two of which are in Miami, as well as ships and planes.
The history of Pininfarina began in the early 1900s when Battista “Pinin” Farina, son of Piedmontese peasants and born in Turin, began working in his brother Giovanni’s small workshop, where he learned the trade and developed a love for automobiles. At the end of the First World War, Pinin Farina went to the United States to broaden his knowledge, and there he had the opportunity to meet Henry Ford, who invited him to work in the booming automotive industry: he declined the offer and returned to Italy.
The chosen one
Since then his career has revolved around the design of automobiles and high-speed trains. The company was chosen by Ferrari, Maserati, Cadillac, Peugeot, Jaguar, Volvo, Alfa Romeo, among many others and of course the popularr Argentine Turin. Even on trams. And lately it has added architecture.
In Brazil, they built Cyrela Brazil Realty, a 17-story luxury residential tower in Porto Alegre that expresses their spirit. And they baptized the Buenos Aires project Unica.
The complex has three restaurants, residences between floors 4 and 35, and a penthouse it will be a large, very exclusive space. “The most impressive in Buenos Aires,” Brito enthuses.
Pininfarina also offers a membership club with discounts in international hotels or in the purchase of luxury cars. As for Puerto Madero, the design of the facade and the services are by Pininfarina and the The price has already gone from $4,000 to $6,000 per metre. During the presale, according to Brito, the floors got out of hand. 50% already have an owner. Who is? 60% are businessmen and athletes already living in Puerto Madero.
Source: Clarin
