OPULENT OA­SIS

A LEAD­ING MIAMI-BASED DE­VEL­OPER AND HER­ALDED IN­TE­RIOR DE­SIGNER DIS­CUSS WHAT HOME­OWN­ERS CAN EX­PECT AS MIAMI BEACH TRANS­FORMS INTO A CUL­TURAL EPI­CEN­TER.

Ocean Drive - - Space Real Estate Roundtable - BY KATIE JACK­SON

For decades, Miami Beach has been known as the country’s—if not the world’s—pre­mier play­ground, of­fer­ing a sunny respite from harsh win­ters and, of course, lots of late-night rev­elry. But to­day, the tourist des­ti­na­tion has trans­formed into a cul­tural hub, pro­vid­ing both vis­i­tors and lo­cals with un­par­al­leled shops, restau­rants, and bars (helmed by award­win­ning chefs and mixol­o­gists) cou­pled with the ever-present and leg­endary nightlife. Ma­soud Sho­jaee, pres­i­dent and chair­man of real es­tate devel­op­ment com­pany Shoma Group (and the man be­hind mega-devel­op­ment City Place Do­ral and Sun­set Har­bour’s up­scale eatery Nai­yara), wanted to put his own spin on South Beach and cre­ate a res­i­dence that in­cor­po­rates his “live, work, and shop” phi­los­o­phy. En­ter Eleven on Lenox, a project com­pris­ing 11 three-story, ul­tra­mod­ern town­homes lo­cated in the heart of the Beach. Sho­jaee en­listed in­te­rior de­signer Charles Allem, founder and di­rec­tor of de­sign at CAD In­ter­na­tional, to seam­lessly and stylishly bring his vi­sion to life. Here, the ex­pert duo dis­cuss Eleven on Lenox (es­ti­mated for com­ple­tion in 2018) and Miami Beach’s meta­mor­pho­sis.

Ma­soud Sho­jaee: When I ap­proach a project, I like to cre­ate a life­style along with it. I want to change the neigh­bor­hood, the at­ti­tude, and cre­ate a new mar­ket for ev­ery­one—sim­i­lar to the project in Do­ral, where the lo­cals feel like they have an en­tire com­mu­nity. That was a great feel­ing, and we’re do­ing that again on Miami Beach.

Charles Allem: The Beach has re­ally mor­phed into a city. Peo­ple like to walk, go to the beach, go home, have a drink at one of the great bars, and come back again. De­vel­op­ers want to pro­vide that and also take the next step. Eleven on Lenox [is do­ing that]. It’s very dy­namic.

MS: The project is ac­ces­si­ble. It’s two blocks from the shops, restau­rants, and ex­cite­ment on Lin­coln Road. But it’s also very pri­vate. You don’t have to go through a mas­sive lobby to come and go.

CA: That’s right—you don’t have to say “good morn­ing” or “hello” to 20 peo­ple as you wait for your car to get pulled up. You can [be so­cial] at so many places in Miami, but at home, it can be­come ex­haust­ing. It’s more laid-back and min­i­mal. [A lot of] clients don’t want the mad­ness; they just want some­thing that’s to­tally re­laxed. But of course, it has to be flaw­less!

MS: Yes, [the de­sign] re­ally has char­ac­ter. Charles is do­ing a phe­nom­e­nal job in cre­at­ing a beau­ti­ful de­sign that is iconic. Peo­ple will like it for years to come.

CA: The de­sign and over­all project truly em­brace and en­hance the neigh­bor­hood. It’s not what I like to call the “hol­i­day maker,” be­cause when peo­ple go away, it will still con­nect with the lo­cals, and that’s so im­por­tant.

MS: Charles and I are putting our hearts and souls into it and are re­ally tak­ing a per­sonal ap­proach. This is just the be­gin­ning for us, and for the fu­ture of Miami Beach. It’s the be­gin­ning of a new and very ex­cit­ing era. The on-site sales gallery is lo­cated at 1030 15th St., Miami Beach, 305-506-2390; 11on­lenox.com.

“YOU DON’T HAVE TO SAY ‘HELLO’ TO 20 PEO­PLE AS YOU WAIT FOR YOUR CAR TO GET PULLED UP.” —CHARLES ALLEM

The ul­tra­mod­ern Eleven on Lenox will of­fer res­i­dents a stylish respite amid Miami Beach’s bustling nightlife.

Ma­soud Sho­jaee and Charles Allem at Miami Beach din­ing des­ti­na­tion The Forge. ƚƛƨưƞ: The three-story town­homes are within walk­ing dis­tance of Lin­coln Road’s shops and restau­rants.

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