Playboy’s iconic bunny logo is hopping from Los Angeles to Miami Beach, signaling a bold new chapter for the brand. The company announced on August 13, 2025, that it will relocate its global headquarters to the vibrant RIVANI building at 1691 Michigan Avenue by September 2026. This move, paired with plans for a new Playboy Club and a print magazine relaunch, aims to restore the brand’s former glory and cement Miami Beach as a global hotspot.
CEO Ben Kohn calls it a “massive comeback” that will “elevate Miami forever.” The decision to leave Los Angeles stems from California’s high costs and strict regulations, which Kohn says stifled the company’s growth. Miami Beach, with its pro-business climate and lively culture, offers the perfect backdrop for Playboy’s revival. The new headquarters will occupy a 20,000-square-foot penthouse suite in the RIVANI, a $100 million luxury office redevelopment led by South Florida real estate mogul Robert Rivani.
The building boasts a world-class spa, omakase restaurant, speakeasy, and concierge services, blending work and leisure in a way that mirrors Playboy’s lifestyle ethos. By September 2026, Playboy will also open a new Playboy Club in Miami Beach, partnering with a top hospitality company. The club will feature a high-end restaurant and an exclusive members-only space inspired by the legendary Playboy Mansion. This marks a return to the brand’s hospitality roots, which began with the first Playboy Club in Chicago in 1960.
The company is also investing in state-of-the-art content studios at its new headquarters to produce podcasts, photography, and digital media, aiming to compete in today’s crowded digital landscape. Playboy’s print magazine, which stopped monthly publication in 2020, is set for a comeback with an annual issue in 2025, following a one-off edition in February. This relaunch taps into the brand’s storied history, starting with its 1953 debut featuring Marilyn Monroe. The company’s recent financials show promise, with a 105% surge in brand licensing revenue in Q2 2025, reflecting a shift toward licensing and hospitality ventures in 180 countries. Miami Beach officials are thrilled, with Commissioner Joe Magazine praising the move for bringing 200 well-paying jobs and boosting the city’s economy.
The RIVANI’s prime location near Lincoln Road positions Playboy at the heart of Miami’s cultural scene, a nod to the brand’s 1960s and 1970s presence in South Florida with a club on Biscayne Boulevard and a hotel on Collins Avenue. Local residents, like Mario Lombardi, see the move as a natural fit for Miami’s vibrant lifestyle. However, not everyone is sold on the hype surrounding Playboy Miami Beach. Some question whether Playboy’s controversial past aligns with Miami Beach’s modern identity.
Despite this, the brand’s focus on equality, freedom of expression, and pleasure as a human right resonates with the city’s dynamic energy. With a strong office market and a vacancy rate of 14.3%—well below the national average—Miami Beach is poised to benefit from Playboy’s presence.
