Playboy Enterprises, the iconic lifestyle brand synonymous with glamour, controversy, and cultural influence, is making a bold move from Los Angeles to Miami Beach. The company announced in mid-August 2025 that it will relocate its global headquarters to the top of the RIVANI Miami Beach complex at 1691 Michigan Avenue, marking a fresh chapter in its storied history and signaling the growing allure of South Florida as a business and cultural powerhouse.
Founded in 1953 by Hugh Hefner, Playboy started as a provocative magazine and quickly evolved into a global phenomenon, blending risqué content with high-minded journalism and celebrity culture. Over the decades, the brand has reinvented itself multiple times, venturing into television, clubs, apparel, and, more recently, digital media and licensing. The decision to leave Los Angeles for Miami Beach is more than a change of scenery—it’s a strategic pivot that reflects shifting business realities, changing consumer tastes, and the growing magnetism of Miami’s business climate.
According to CBS12 and The Independent, the new headquarters will occupy a prime spot in the RIVANI building, a luxury project developed by entrepreneur Robert Rivani. This modern complex, designed by the renowned Rockwell Group, has attracted attention for its world-class amenities, including a full-service concierge, spa, fitness and wellness center, meditation room, Omakase restaurant, speakeasy, meeting spaces, and panoramic terraces offering sweeping views of the bay and Miami skyline. The project, which required an investment of over $100 million, aims to become a hub for creative and technology brands seeking innovation and exclusivity.
Playboy’s CEO, Ben Kohn, described the rationale for the move in a statement: “Miami Beach is among the most dynamic and culturally influential cities in the country, making it the ideal home for Playboy’s next chapter.” Kohn’s enthusiasm was echoed by real estate developer Robert Rivani, who said, “Securing a top-tier, globally recognized company like Playboy underscores the level of prestige and energy we are bringing to RIVANI Miami Beach, and we are excited for the world-class brands that will join them.”
The relocation isn’t just about plush offices and luxury amenities. Playboy plans to open a new Playboy Club in Miami Beach, reviving a concept that once symbolized exclusivity and sophistication in the 1960s and 1970s. The forthcoming club will feature a restaurant and a members-only section inspired by the legendary Playboy Mansion in Los Angeles, promising to blend nostalgia with modern luxury. Studios for the production of podcasts, photography, and other digital formats will support the brand’s growing creator network, aligning with its strategy to expand premium content offerings in the digital age.
This move comes at a time when Miami is experiencing a boom in luxury hospitality, high-end real estate, and international investment. As reported by Citybiz, the region’s favorable tax environment—most notably, the absence of a state income tax—international connectivity via Miami International Airport, and vibrant cultural scene have attracted a parade of companies from California, New York, and beyond. Over the past five years, technology, finance, media, and entertainment firms have established a strong presence in Miami, creating a dynamic ecosystem that merges innovation, art, and business.
Playboy’s decision is emblematic of a broader trend: major brands and startups alike are fleeing high-tax, highly regulated states like California for the business-friendly climates of Florida and Texas. According to The Independent, CEO Ben Kohn cited California’s “anti-business” policies, high taxes, and costly real estate as key reasons for the move. In contrast, Miami offers a pro-business stance and a lifestyle that appeals to creative and entrepreneurial talent.
The RIVANI Miami Beach complex itself is designed to cater to this new wave of companies. The building’s flexible workspaces, high-performance spa and gym, signature restaurants, and private event venues are intended to “merge the business world with a luxury lifestyle,” as Robert Rivani put it. It’s no wonder that authorities and business leaders are optimistic about the economic impact of Playboy’s arrival, anticipating a boost in skilled jobs and an infusion of creative energy into the local ecosystem.
For Playboy, the move to Miami Beach is also a continuation of its digital transformation. The company ceased publishing its monthly print magazine in 2020, pivoting to online content and brand licensing as major revenue streams. The new headquarters will serve as a global hub for coordinating operations, strategic partnerships, and product development. Studios within the building will support the creation of podcasts, photography, and other digital media, reinforcing Playboy’s commitment to modern content and its expanding creator network.
The revival of the Playboy Club concept is particularly noteworthy. While adapted for contemporary tastes, the club will retain the aesthetic and spirit that made the brand a global icon, offering exclusive experiences that blend the nostalgia of the past with the sophistication of today. The company aims to complete construction of its new headquarters and private club in 2026, setting the stage for a new era of luxury entertainment in Miami Beach.
Experts see Playboy’s move as a symbol of the changing corporate geography of the United States. Cities like Miami, Austin, and Nashville are increasingly vying for the attention of iconic brands and fast-growing startups, leveraging investments in infrastructure and the availability of qualified talent. As more companies join the migration to South Florida, Miami Beach’s identity as a luxury destination and a hub for business innovation is only set to grow stronger.
Playboy’s journey—from a provocative print magazine to a diversified digital lifestyle brand—mirrors the evolution of American culture itself. With its new headquarters and club in Miami Beach, the company is betting on the city’s energy, diversity, and creative spirit to power its next chapter. For Miami Beach, the arrival of Playboy is more than just another corporate relocation; it’s a statement about the city’s place at the crossroads of business, culture, and entertainment.
As construction and preparations continue, all eyes will be on Miami Beach to see how Playboy’s latest gamble plays out—and whether the city’s rising star can help the brand recapture some of its legendary allure.
