Playboy is leaving Los Angeles behind and heading east to Miami Beach, marking the start of a new era for the iconic brand. The move will not only shift its global headquarters to Florida but also bring back one of its most legendary attractions: the Playboy Club, reimagined for today's audience.
The company confirmed this week that it has signed a long-term lease for a penthouse office at Rivani Miami Beach, a luxury redevelopment at 1691 Michigan Avenue, just steps from Lincoln Road. The new headquarters will open in early 2026 and serve as the hub for Playboy's growing portfolio of media, lifestyle, and hospitality ventures.
The Playboy Club Returns
Alongside the move, Playboy is partnering with a high-profile hospitality group to launch a new version of the Playboy Club in Miami Beach. The venue will include a world-class restaurant and members-only spaces, combining nods to the brand's history with a contemporary, luxury-driven design. While details about the partner and opening date remain under wraps, the company describes it as a flagship project that will blend the glamour of the original clubs with the energy of Miami's nightlife.
Miami Beach has a special place in Playboy's hospitality history. The city hosted one of the first Playboy Clubs in the 1960s, a hotspot for celebrities, business leaders, and socialites. That location eventually closed in the mid-1980s, but its legend has lingered. The upcoming club aims to revive that prestige while catering to a generation that values exclusive experiences, curated entertainment, and social media-ready settings.
Why Miami Beach?
CEO Ben Kohn called Miami Beach "one of the most dynamic and culturally influential cities in the country" and the perfect location for Playboy's next chapter. The city's mix of art, fashion, entertainment, and nightlife, paired with its growing reputation as a hub for global business, made it a natural choice for the brand's headquarters.
The move also reflects a larger trend of companies shifting from Los Angeles and New York to Florida in search of business-friendly regulations, lower taxes, and access to an international audience. Miami Beach in particular has attracted high-profile names in tech, finance, and media over the past few years, adding to its cultural influence.
The new headquarters will include state-of-the-art content studios designed to produce photography, video, and audio programming. These studios will serve Playboy's global network of creators, offering space to collaborate on editorial projects, podcasts, and branded campaigns.
By housing its offices, studios, and flagship hospitality space in the same city, Playboy is creating an integrated ecosystem where the physical and digital sides of the brand can work together. The content generated in Miami Beach could feed directly into the club's events and experiences, while the club itself will serve as a stage for live productions and brand collaborations.
The Rivani Miami Beach project, developed by entrepreneur Robert Rivani, is already being hailed as one of the city's most ambitious commercial redevelopments. Rivani purchased the building in 2024 for around $62.5 million and is investing heavily to turn it into a luxury destination for top-tier tenants. Playboy's arrival is seen as a major coup, adding a globally recognized brand to the tenant roster and reinforcing Miami Beach's appeal to creative and lifestyle industries.
Reviving an Iconic Brand
Playboy's decision to leave Los Angeles closes a long chapter for the company, which has been based in Southern California for decades. In recent years, the brand has been focused on diversifying its revenue streams, from licensing and digital subscriptions to collaborations and events.
Earlier this year, Playboy revived its print edition as a collectible annual publication after halting regular magazine issues in 2020. Licensing revenue jumped 105 percent in the second quarter, according to company reports, signaling a successful pivot toward lifestyle and brand partnerships.
The return of the Playboy Club is perhaps the boldest step yet in this revival. For many, the club represents the most glamorous side of the brand's history. For Playboy, it is an opportunity to connect its past with its future, using Miami Beach as the bridge.
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