July 19, 2018
After nearly a year of renovations, upgrades and improvements, The Towers of Dadeland has officially been unveiled and given its new name: Green House. The newly stylized boutique building is the first of its kind in the Dadeland area, and is reflective of the innovative measures property owners are taking to attract tenants.
Green House is owned by the Green family, the members of whom operate a third generation family business renowned for their excellence and high quality customer service. The company was started 70 years ago by Herschel Green who was a pioneer in the budding days of the Miami real estate market. The business is still operated by the Green family today, who carry on the legacy of long-term ownership and attention to detail.
I sat down with James Bernstein, Herschel Green’s grandson and the current President of the company to understand the philosophy behind the renovations.
“The building is a boutique building. The norm today is to buy a piece of land, to put in a cookie cutter design, and to squeeze out as many units as possible,” Mr. Bernstein explained. “Developers today are looking to maximize returns in the short term, which is contrary to our long term ownership philosophy.”
As part of the building’s upgrade and rebrand, the carpet and corridors in the lobby have been renovated, as has the pool deck, coffee bar, gym, library and lobby. The building differentiates itself not through the number or scale of amenities, but rather through their character. The building takes on the cozy feel of a Mercer Hotel or Hotel Costes. The difference from the before- and after pictures is striking.
Green House has a discreet elegance. The lobby has a mid-century feel, decorated with wood panel walls and columns, and a newly installed library. “Our goal was to create–and improve upon–amenities that people want to actually use.” With that philosophy put to work, the library is often heavily populated, with frequent book clubs and guest lectures. The topics are vast, ranging from spirituality to nutrition. The building corridors and common areas have a custom scent, and tasteful music.
Silvia Simonette, the Director of leasing has been with The Towers of Dadeland from the beginning, “We are a leasing office, but we act more like a concierge.” In fact Silvia knows everyone at the property by name. “We have tenants that have been with us for over 10 years.”