Playboy Miami Headquarters: Iconic Brand Relocates to South Beach

Playboy Miami Headquarters Marks Major Shift

Playboy Miami headquarters relocation is underway as the legendary lifestyle brand moves its corporate base from Los Angeles to Miami Beach. PLBY Group, the parent company of Playboy magazine and trademarks, announced it will relocate roughly 250 employees into a 20,000-square-foot penthouse office at The Rivani, a seven-story mixed-use building at 1691 Washington Avenue currently undergoing a $40 million renovation.

Long-Term Commitment in Miami Beach

Playboy signed a 10-year lease with a corporate guarantee, according to the landlord’s spokesperson. The headquarters move is expected to be complete once renovations are finalized next year. Tony Jones of Cushman Wakefield represented Playboy, while Jeremy Hakala of Newmark represented The Rivani.

For more background on the developer, see our coverage of Robert Rivani’s real estate ventures.

Content Studio and Exclusive Playboy Club

As part of its Miami move, Playboy plans to launch a content studio for its online creator network and open a members-only Playboy Club in Miami Beach in partnership with a leading hospitality group. Inspired by the historic Playboy Mansion, the new club will feature a restaurant and private social spaces.

Learn more about Miami Beach nightlife developments that mirror this trend.

Playboy’s Reinvention Strategy

The shift comes as Playboy continues to adapt to the decline of print media. PLBY Group discontinued its monthly magazine and has faced steep competition from adult content platforms like OnlyFans. Today, most revenue comes from brand licensing, which accounted for a 105 percent increase in the second quarter, boosting total revenue to $28.1 million.

Rivani’s Real Estate Moves

The headquarters deal follows Robert Rivani’s recent sales of high-profile restaurant spaces, including leases to Bad Bunny and David Grutman’s Gekkō and Mexican hotspot RosaNegra Miami, sold for a combined $38.2 million. Earlier this year, Rivani also sold a South of Fifth property leased to Catch seafood restaurant for $28.2 million.

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