Creating Luxury Experiences in Unexpected Places


Have you ever heard of 1111 Lincoln Road in Miami? It’s a parking garage. You might just want to reserve it for your wedding.

Before you imagine dragging your white gown though the oil spots and dried chewing gum of the parking garages that we’re all familiar with, take a look at this space.

This is no garage – it’s a “unique dining, residential and parking experience.”  The developer has taken something that is usually mundane and rarely noticed, and turned it into an architectural marvel and complete luxury experience.

Beyond its stunning visual structure, 1111 has couples scrambling to book their weddings there. Those who are lucky enough to enter the “garage” for an event witness a transformation “through virtual display, music, and the pageantry of guests, that creates an experience of such a special nature that it is redolent with emotion.”

Since the only emotions that I usually experience in parking garages are disgust and frustration, I am jealous of my Miami friends. Then again, I’ve never had to dodge the flower girl or wait for the grandmother of the bride to be seated before driving to another level of my local garage, so maybe I should withhold my feeling of parking inadequacy.

The developers of 1111 Lincoln Road have created (in the middle of a sluggish economy) a revenue generator and luxury event space that is highly meaningful and memorable for their consumers. And if that doesn’t inspire you to bring luxury to new and unexpected places, I don’t know what will.

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