Finvarb Group opens UNFRAMED Autograph Collection hotel in Miami Beach with new luxury lifestyle concept

• 149-room lifestyle hotel opened at 1685 Washington Avenue
• Developed by Finvarb Group with JAJ Investment Group
• First premium hotel opening on Washington Avenue in over a decade

What this opening means for Miami Beach hospitality

UNFRAMED, Autograph Collection has officially opened in Miami Beach, adding a new lifestyle hotel to the South Beach market. The project is developed by Finvarb Group, led by Ronny Finvarb, in partnership with JAJ Investment Group. It marks the first major premium hotel to open on Washington Avenue in over ten years. This signals renewed investment and repositioning in a key Miami Beach corridor.

What the location means for redevelopment

The hotel sits at the corner of Washington Avenue and 17th Street, placing it in the center of Miami Beach’s cultural district. This area has seen slower hotel development compared to oceanfront locations. A new high-end property can help drive foot traffic and support nearby retail and hospitality businesses. Strategic openings like this often act as catalysts for broader neighborhood upgrades.

What the product means for guest demand

The hotel includes 149 rooms, most with private balconies or terraces, and some with partial ocean views. Room types range from king layouts to a large presidential suite. The design focuses on indoor-outdoor living, which is a key demand driver in Miami Beach. Lifestyle-focused hotels continue to outperform traditional formats in tourist-heavy markets.

What amenities and design mean for positioning

The property features a rooftop pool, an open-air atrium, and a coastal French rooftop restaurant set to open soon. Design is led by architect Rudy Ricciotti and interior designer Gulla Jónsdóttir. Strong design and curated amenities help position the hotel as a premium lifestyle destination rather than a standard hotel product.

What brand affiliation means for performance

The hotel operates under Marriott’s Autograph Collection, giving it access to a global booking platform while maintaining a unique identity. Brand-backed independent hotels often benefit from higher occupancy and stronger pricing power compared to standalone properties. This combination supports long-term operational performance.

What this means for Miami Beach investors

This opening highlights renewed confidence in Miami Beach hospitality, especially in areas outside the traditional beachfront zone. With strong tourism demand and limited new supply in certain corridors, repositioned assets can deliver strong returns. For investors, lifestyle hotels in prime locations continue to offer upside through branding, design, and experience-driven demand.