Proper Hospitality's Vision for Redefining the Miami Lifestyle

For 25 years, Brian De Lowe has been reshaping the hospitality landscape, building a career rooted in elevating the way people travel and live. As President and Co-Founder of Proper Hospitality (and the Kor Group), De Lowe has overseen the brand’s evolution from luxury hotels to a broader lifestyle platform that now includes branded residences from the west coast of the U.S. to the east.

“We’ve been in the hotel business for more than 20 years, and in branded residential almost as long,” De Lowe shares. “When we started Proper Hospitality about a decade ago, the goal wasn’t just to build beautiful hotels—it was to rethink luxury through the lens of culture, community, and wellness. It quickly became clear that guests didn’t want to leave that lifestyle behind when they checked out.”

That realization paved the way for Proper’s expansion into residences—an extension of the hospitality experience tailored for everyday living. And there may be no city more suited to this evolution than Miami.

A New Chapter for an Art Deco Icon

“Miami has always had this bold, expressive energy—visually, culturally, creatively,” says De Lowe. “It’s a city that embraces change, and we saw an opportunity to add something new while still honoring what makes it iconic.”

Proper’s first major statement in Miami is The Shelborne by Proper, a $100 million-plus restoration and reimagination of the historic Shelborne Hotel on Collins Avenue. For De Lowe and his team, the project is about balancing reverence for the past with a forward-looking perspective.

“The Shelborne has real history—it’s been part of Miami Beach’s story since the 1940s,” De Lowe explains. “Our job was to protect that soul while reintroducing it through our point of view.”

Partnering with ADC Atelier, Proper preserved signature details like the original diving board and facade while updating the property with contemporary materials and ideas that speak to how people travel today. “We weren’t just entering a new market,” De Lowe emphasizes. “We were stepping into a legacy property that deserved to be reintroduced in a way that felt both nostalgic and current.”

Bringing Proper Living to Midtown Miami

On the residential front, Proper is making its Miami debut with Midtown Park Residences by Proper, a new development that embodies the brand’s commitment to design, community, and culture.

“Midtown Park builds on what we’ve seen work in other cities,” De Lowe says. “It’s in a neighborhood that’s walkable, creative, and culturally alive—all values that align with how we think about modern living.”

Proper has enlisted design heavyweights Meyer Davis and Arquitectonica to help shape a visual language that’s bold yet timeless, and unmistakably Proper. “We’re creating something that fits Miami but also stands apart from it,” notes De Lowe.

More Than a Nameplate

In a market saturated with hotel-branded residences, De Lowe is keen to differentiate Proper’s approach. “There’s a difference between slapping a hotel name on a building and creating something people actually want to live in,” he says. “For us, it’s about the full experience—design, programming, service, wellness, the way a space makes you feel. Midtown Park is being curated with that in mind.”

The Proper Audience

Across cities like Austin, Santa Monica, and San Francisco, Proper attracts a specific kind of resident and guest. “Our audience is curious, design-aware, and looking for more than just a place to sleep or live,” De Lowe explains. “At The Shelborne, that means welcoming both culture-seeking travelers and locals who want a new take on a familiar place. On the residential side, it’s people who value quality of life, good design, and connection to the neighborhood.”

With major investment flowing into Collins Avenue and broader Miami Beach, De Lowe sees Proper’s projects as part of a larger story. “What’s happening on Collins is part of a larger reawakening across Miami Beach,” he observes. “The Shelborne by Proper is a signal that it’s possible to both honor history and push forward.”

What’s Next for Proper

De Lowe hints at an expansive pipeline ahead. “We’re continuing to grow in markets that align with our values—design-driven, culturally rich, and rooted in community,” he says. “Wellness is also playing a larger role in what we do. We’ve got several new projects underway, including resorts in both beach and mountain destinations, and a few mixed-use urban developments that blend hotel, residences, wellness, and membership into one cohesive experience.”

Advice for the Next Generation

For aspiring hotel and real estate developers, De Lowe offers practical advice. “Start with curiosity, not credentials. You don’t need an MBA or a decade at a big firm. What matters is whether you can spot potential—whether that’s a neighborhood that’s about to shift, a site with untapped value, or a way of living that people are craving.”

And in true forward-thinking form, he adds: “AI won’t replace you, but someone using it might. Learn to use it now—whether it’s modeling comps, stress-testing a site, or brainstorming brand names, it’s a tool that gives younger developers an edge veterans might not have.”

As Proper Hospitality continues its thoughtful expansion, De Lowe’s vision remains clear: create spaces that are as meaningful as they are beautiful—whether for a night, a season, or a lifetime.