The Standard Residences Brickell: Prices, Floor Plans & Pre-Construction Details

The Standard is one of those brands that people either know well or don't know at all, and that's by design. Since the original Standard Hollywood opened in 1999, the brand has built a loyal following among creative professionals, design-conscious travelers, and anyone who values personality over pretension. The hotels are known for bold programming, irreverent social spaces, and interiors that feel more like a friend's impossibly cool apartment than a corporate lobby. When Newgard Development Group announced they were bringing The Standard brand to a ground-up residential tower in Brickell, my first reaction was that it was a smart pairing. Newgard understands the younger Brickell buyer better than almost any developer in the market, and The Standard's brand identity maps directly to that demographic.

If you've been tracking Newgard's other Brickell project, LOFTY Brickell, you already know the developer's playbook: compact, well-finished units at accessible price points with strong amenity packages. The Standard Brickell takes that formula and layers on a branded hospitality experience. The 45-story tower at 690 SW 1st Avenue delivers 407 residences designed by Arquitectonica on the outside and Goodrich on the inside. Units range from studios at 491 sqft to three-bedrooms at 1,317 sqft, with pricing starting from $600,000. That price point makes The Standard the most accessible branded residential tower currently under development in Brickell. For comparison, St Regis starts at $4.6M, Cipriani at $1.1M, and Baccarat at $1.8M. The Standard is playing a completely different game.

The amenity programming is where The Standard Brickell really separates itself from the pack. The 45th-floor rooftop features a pool with towel and sun-care service, The Standard Club Lounge and Cafe, outdoor dining with summer kitchens, and co-working spaces with dedicated Zoom rooms. The 10th floor is where things get interesting: a full wellness spa with Hamam, hot and cold plunge tubs, steam room, sauna, and experience showers, plus Technogym fitness, yoga and pilates studios, a screening room, a pet spa, and a bowling alley. Yes, a bowling alley. It sounds gimmicky on paper, but it's exactly the kind of unexpected social space that The Standard brand has always done well. The dining program is equally strong: a signature restaurant on the 9th floor and Avra Estiatorio, the acclaimed Greek seafood concept, at ground level with waterfront access. Most buildings at this price point give you a gym and a pool. The Standard gives you a lifestyle.

For investors, the rental flexibility is a major advantage. The branded name creates immediate recognition with short-term rental guests, while the Brickell location and unit mix (studios and one-bedrooms dominate the floorplate) generate consistent long-term rental demand. Brickell's professional workforce, heavily concentrated in finance, tech, and legal, drives some of the tightest studio and one-bedroom vacancy rates in Miami. The maintenance fee of $1.25 per square foot is reasonable for a branded building with this level of amenity programming. On a 600 sqft one-bedroom, that's roughly $750 per month, well within the range where rental yields remain attractive.

If you're comparing The Standard to LOFTY, think of them as complementary rather than competitive. LOFTY is the tech-forward, fully finished play at a lower entry point. The Standard is the branded lifestyle play with more extensive amenities and a wider unit mix that includes three-bedrooms. Both are developed by Newgard, both are designed by Arquitectonica, and both target the younger Brickell buyer who values experience over square footage. The right choice depends on whether you prioritize the brand and amenity depth (Standard) or the lower entry cost and fully finished delivery (LOFTY). I can walk you through specific units and pricing at both projects. Call 305-964-8614 or visit the contact page to schedule a side-by-side comparison.