This spring, the company unveiled plans for Pagani Residences, a 70-unit condo development in Miami's North Bay Village. Beyond automakers, there's a growing list of luxury brands hoping to use real estate to turn their cultural cachet into cold, hard cash. New York's five-star Sherry-Netherland Hotel began welcoming long-term residents almost a century ago, and since then roughly 700 branded residences have graced skylines around the world. But when it comes to branded residences, there are real selling points for buyers. The Elle project may seem out of left field, but Itani told me he's talking with another publication interested in making similar inroads.

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