Futuristic Retail & Office Building Under Construction Near Midtown (Updated)

In the Midtown Miami area, a mixed-use building is under construction. It could conflict with plans by a neighbor to place advertising billboards on their property.

Set Midtown LLC, controlled by Phillip Sylvester, is developing the 5-story building at 78 NW 37 Street.

It will include double-height ground floor retail, with 32 underground parking spaces. The upper levels will include office space. Total net rentable space is 27,000 square feet.

The high-visibility location gets over 100,000 views per day, making it a prime site for billboard advertising.

Emilio and Gloria Estefan own the adjacent property at 70 NW 37 Street. Sylvester is appealing a city decision to allow advertising company Becker Boards to place a billboard on the Estefan property. Under city rules, murals are not permitted with 300 feet of each other, which could block Sylvester.

Becker previously had a billboard deal with Sylvester, which ended in a lawsuit. Under the terms of the contract, the property owner was given 40% of gross billboard revenues.

Miami’s commission is scheduled to hear Sylvester’s appeal of the Becker billboard permit on October 25.

 

Update: Set Midtown is not involved in any conflict with the Estefans. The dispute is with Becker Boards, who has full responsibility for all permits on the neighboring Estefan-controlled property. The appeal of the billboard permit was said to have been withdrawn today (10/25).

 

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Anonymous
3 years ago

Beautiful building with ground level retail. Perfect for the area. In 10 years this area will be so different, and hopefully then, Miami will realize it needs to be turned into a more pedestrian friendly area (all of Wynwood, Edgewater, Midtown, Design District).

The future is for all these areas to seamlessly connect. Once that happens Miami can finally sell it’s different city neighborhoods.

Anonymous
3 years ago

Future train stations at 20th street, 29th street, and under 195. We are so lucky that by chance this area already has a ROW ready for public transportation!

Anonymous
3 years ago

“Murals”? A billboard by any other name is still a billboard.

Anonymous
3 years ago

Also, most murals are just gloried legal graffiti, pig with lipstick paintjobs concealing if a place is a shithole or a design flaw. The future Overtown Publix and former Fontainebleau one are exceptions.

Anonymous
3 years ago

Nice looking building, shame they ruined it by having a large blank wall.

Anonymous
3 years ago

The real shame is the execution of said blank wall. It’s just horribly warped painted plywood.

Anonymous
3 years ago

Can anyone please let me know what does the little red number mean on each of the pictures of the front page of the website?

Anonymous
3 years ago

its the number of comments on the article

Anonymous
3 years ago

I drive by this building twice a day. I’ve never seen a structure around here constructed in the way this one was. Other than the windows it is completely cladded in plywood. I originally thought they were just building forms for concrete, but they then just painted over the plywood and left it there. Is this a typical construction method?

Anonymous
3 years ago

Yes, in a Banana Republic.

Anonymous
3 years ago

No it isn’t. This was designed to be half billboard though.

Anonymous
3 years ago

Why are these billboard being allow to go up? I thought they are not allowed in Miami yet I continue to see them rising up all along 195!

Anonymous
3 years ago

Someone forgot to tell the politicians.

marc
3 years ago

Looks dated but I like it.

Anonymous
3 years ago

How does it look dated?

aceraroja
3 years ago

I think it’s called “classic.” It has a nice brutalist-modernist design.

Anonymous
3 years ago

Anyone familiar with construction practices? The white part of this building appeared to be just pieces of plywood that they then painted white. I was struggling to understand how that could possibly be allowed under building code, but would love to be educated on the issue!

MiamiArchi
3 years ago

Its an uncommon way of building for sure but you do see it from time to time. The Arcade in Wynwood did it this way as well.
The metal partitions that were up before the plywood are heavy duty metal gauge which provide the structural component that helps it meet Miami hurricane code.
In the end, the code only requires you meet a standard against hurricanes. CMU block immediately lets you meet the code and is a very standard construction method which is why it is used much more often.
Hope that helps!

Anonymous
3 years ago

Tacky.

Anonymous
3 years ago

Ugly

Anonymous
3 years ago

Very very very very ugly

aceraroja
3 years ago

“Futuristic” is what we say when something actually has a considered design huh. Nice building.

Anonymous
3 years ago

rather have a mural than a billboard

Anonymous
3 years ago

How about some windows instead of blocking all the natural light?

Anonymous
3 years ago

Thankfully the walls are plywood so a little Sawzalling should be able to take care of that.

Anonymous
3 years ago

In Giuliani Think, a mural is a billboard.

Anonymous
3 years ago

Horrid. How was this approved?