Steps from the Design District, Miami Tropic expands the culinary mastery of the visionary Jean-Georges Vongerichten into the realm of residential lifestyle. As a long-term partner to developer Terra, Watson was enlisted to create a compelling brand experience for the ambitious venture encompassing strategy, messaging and visual identity. Most significantly, we identified partners who precisely aligned with the Miami Tropic ethos and aesthetic.

Through close collaboration with the project’s principal creatives Chef Vongerichten, Arquitectonica, Yabu Pushelberg and CLAD, Watson developed an all-encompassing brand vision for the project and ensured its execution at every touchpoint. Custom illustrations rendered by renowned Cuban-American artist Ruben Toledo, two short films highlighting the project’s key contributors, and stunning still photography introduced a fresh, vibrant, and uncompromising mode of urban living in Miami, where food, culture, design, and fashion converge as never before.