- Playboy is moving its global headquarters from Los Angeles to the penthouse of Rivani Miami Beach, a newly renovated office building in South Beach.
- The company plans to open a new luxury club experience in Miami that nods to the original Playboy Mansion.
- This move comes amid a licensing revenue rebound and a rebranding push, as Playboy bets on Miami’s business climate and hospitality scene to drive future growth.
A Bold New Chapter
Playboy Enterprises is packing up its Los Angeles headquarters, reports Bisnow. The company is heading east to Miami Beach, marking a major strategic shift for the storied lifestyle brand. CEO Ben Kohn confirmed the move during the company’s earnings call. He announced plans to occupy a 20K SF penthouse at the newly rebranded Rivani Miami Beach building.
Setting The Scene
The Rivani Miami Beach property—formerly under the Black Lion Investment Group banner—is undergoing a $100M renovation. The 119K SF office building was purchased in 2024 by developer Robert Rivani. It is being reimagined with Class X amenities, including a speakeasy, meditation room, and Omakase restaurant. These features are aimed at attracting top-tier creative and lifestyle tenants.
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A Return To Roots
Miami Beach isn’t unfamiliar territory for Playboy. The brand’s second-ever Playboy Club opened in the city in 1961 and ran until 1985. Now, Playboy plans to recapture that magic with a new luxury club concept. Though the company hasn’t revealed full details, Kohn said they’ve already chosen a site and plan to make the venue “as iconic as the original Playboy Mansion.”
Strategic Shift
Playboy’s relocation aligns with its broader effort to revitalize the brand. After debuting on the Nasdaq in 2021 at a $2B valuation, the company saw its value plummet to $53M in 2024. But recent earnings show signs of life, with licensing revenue up 105% year-over-year and total revenue rising 13% to $28M.
Why It Matters
Miami’s appeal as a pro-business, lifestyle-driven city continues to attract global brands. For Playboy, the move is more than a change of address—it’s a repositioning in a city that aligns with its aspirational, entertainment-first identity.
What’s Next
Beyond its Miami Beach debut, Playboy is exploring hospitality expansions in other cities but is taking a measured approach. The company aims to pair with the right partners to ensure authenticity and impact—hallmarks of its mid-20th-century heyday.
