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Roche Bobois St. Pete Tower Marks U.S. Residential First
Roche Bobois St. Pete Tower Marks U.S. Residential First
Feb 19, 2026
Roche Bobois St. Pete Tower will be the first Roche Bobois-branded residential building in the U.S., bringing French luxury design to downtown St. Petersburg with studios starting at $544,500
Roche Bobois St. Pete Tower will be the first Roche Bobois-branded residential building in the U.S., bringing French luxury design to downtown St. Petersburg with studios starting at $544,500
Parisian luxury design is heading to downtown St. Petersburg as Roche Bobois St. Pete Tower prepares to break ground later this year, marking a dual milestone as both the first Roche Bobois-branded residential building in the United States and the first designer-branded condominium tower in St. Petersburg. The $200 million project brings the name of the global luxury furniture and design house directly onto a residential high-rise in the heart of downtown.
The 29-story tower is being developed by Valor Real Estate Development, a Clearwater-based firm whose leadership and partners have more than four decades of experience delivering design-focused luxury residential projects. The project represents a shift in strategy from Valor's initial plans for the site, which originally envisioned a 25-story condotel tower before pivoting to a traditional luxury condominium model in response to market demand and city feedback.
Architecture is led by Gómez Vázquez International, a global firm with offices in Madrid, Miami, Austin-San Antonio, Panama City, Mexico City, and Guadalajara. The firm's portfolio includes major international hospitality projects with brands such as Ritz-Carlton, JW Marriott, Four Seasons, Hyatt, Hilton, and Westin across Mexico, the Dominican Republic, Florida, Spain, and the United Arab Emirates. Notably, the firm designed the Ritz-Carlton Cancun and has completed more than 1,000 projects across 81 destinations globally since its founding in 1963.
Interior design is being curated by Roche Bobois, the Paris-based luxury furniture brand founded in the early 1960s through a collaboration between the Roche and Chouchans families. According to Valor CEO Moises Agami, the building's art and design elements will be shaped by a team that includes Valor's designers, interior designers, and Gómez Vázquez International.
"The Roche Bobois St. Pete tower is a project born of art," Agami said. "It does not incorporate art, but—instead—is actually the child of architecture, design, and art coming together."
The tower will feature 164 residences ranging from studios to three-bedroom units and grand penthouses. Studios are expected to start at $544,500, positioning the project as a luxury development with a lower entry point than many of downtown St. Petersburg's recent condominium launches.
Each home will feature 11-foot ceilings with sweeping views of downtown St. Petersburg and Tampa Bay. Penthouses will offer 13-foot ceilings and limitless skyline views. Interior finishes will include premium cabinetry, precision millwork, designer kitchens outfitted with luxury appliances, premium tile flooring, and custom-crafted vanities.
Buyers will have the option to select Roche Bobois furniture packages, allowing units to be delivered with coordinated, brand-designed interiors curated by the French luxury furniture house. Smart home upgrades will provide control of lighting, climate, and other systems. Impact-rated windows, energy-efficient systems, and whole-building water filtration are also planned.
The development will include more than 20,000 square feet of amenities designed to function as an extension of the residences. Plans call for a heated resort-style pool with sun shelf and swim lane, a glass-edge cantilevered jacuzzi with panoramic views, poolside cabanas, summer kitchens, and a fireside lounge positioned on a fifth-floor amenity deck above structured parking. Additional spaces will include sky lounges, a VIP Owner's Lounge, a private fitness studio, spa facilities with sauna and aquatic therapy, and landscaped relaxation areas.
Pet-friendly amenities will include a dedicated park and play area along with an on-site pet salon. Residents will also have access to 24/7 concierge service, package management with cold storage for specialty deliveries, on-site parking with EV charging stations, and ground-floor dining and retail space anchored by a restaurant. A 5,000-square-foot public Art Plaza at street level is designed to tie the project into St. Petersburg's established arts scene through landscaping and sculptures.
SERHANT. New Development, led by real estate broker and media personality Ryan Serhant, will lead sales for the project. Serhant founded the New York-based firm SERHANT. in 2020 after rising to national visibility through Bravo's "Million Dollar Listing New York." The firm expanded into Florida in 2023.
"Every detail at Roche Bobois St. Pete Tower is bold, artistic, and unmistakably high-design," Serhant said in a statement. "As Roche Bobois' first branded residential tower in the U.S., this project is a true milestone."
Agami emphasized the importance of the sales partnership for a project bringing a global brand into the U.S. residential market for the first time. "When bringing a global brand like Roche Bobois to the U.S. residential market, the choice of sales partner is critical," he said.
The tower is planned for the northeast corner of 4th Street South and 4th Avenue South, just two blocks from the Publix-anchored University Village retail plaza. The site currently contains four structures: a two-story, four-unit apartment building built in 1916; a two-story, two-unit apartment building built in 1920; a two-story, four-unit condominium built in 2003; and a three-story, 19-unit apartment building built in 1920. None of the existing structures carry historic designations.
In mid-February 2026, Valor painted the existing buildings bright pink as the first step in a temporary art activation before demolition. The color choice, according to Agami, reflects both the project's design palette and iconic pink buildings in St. Petersburg, including The Vinoy downtown and the Don CeSar hotel at St. Pete Beach.
"My mom used to tell me since I was a little kid, 'Hey, let's go have fun this weekend. Let's go paint the town pink,'" Agami said. "I never thought I would actually be painting the town."
Valor invited local, national, and international artists to create murals on the pink buildings before their demolition, with plans to incorporate selected artwork elements into the finished tower. Demolition is expected to begin in early March 2026.
The Roche Bobois St. Pete Tower joins a growing roster of designer-branded residential towers in Florida's luxury condominium market, where global names are used to signal design credibility and attract buyers. For downtown St. Petersburg, the project adds another international brand to the skyline and reflects continued developer confidence in high-end residential demand within the city's urban core.
The project received city approval in July 2025 when the St. Petersburg City Council, acting as the Community Redevelopment Agency, approved a revised site plan increasing the tower's height from the original 25 stories to 29 stories. In August 2025, the Development Review Commission unanimously approved floor area ratio bonuses and building height bonuses for the project. To qualify for the bonuses, Valor contributed $700,000 to the city's Housing Capital Improvement Program.
Groundbreaking for Roche Bobois St. Pete Tower is expected later in 2026, with construction projected to take approximately three years. Occupancy is anticipated in 2029, adding another luxury high-rise to downtown St. Petersburg's rapidly evolving skyline.
Parisian luxury design is heading to downtown St. Petersburg as Roche Bobois St. Pete Tower prepares to break ground later this year, marking a dual milestone as both the first Roche Bobois-branded residential building in the United States and the first designer-branded condominium tower in St. Petersburg. The $200 million project brings the name of the global luxury furniture and design house directly onto a residential high-rise in the heart of downtown.
The 29-story tower is being developed by Valor Real Estate Development, a Clearwater-based firm whose leadership and partners have more than four decades of experience delivering design-focused luxury residential projects. The project represents a shift in strategy from Valor's initial plans for the site, which originally envisioned a 25-story condotel tower before pivoting to a traditional luxury condominium model in response to market demand and city feedback.
Architecture is led by Gómez Vázquez International, a global firm with offices in Madrid, Miami, Austin-San Antonio, Panama City, Mexico City, and Guadalajara. The firm's portfolio includes major international hospitality projects with brands such as Ritz-Carlton, JW Marriott, Four Seasons, Hyatt, Hilton, and Westin across Mexico, the Dominican Republic, Florida, Spain, and the United Arab Emirates. Notably, the firm designed the Ritz-Carlton Cancun and has completed more than 1,000 projects across 81 destinations globally since its founding in 1963.
Interior design is being curated by Roche Bobois, the Paris-based luxury furniture brand founded in the early 1960s through a collaboration between the Roche and Chouchans families. According to Valor CEO Moises Agami, the building's art and design elements will be shaped by a team that includes Valor's designers, interior designers, and Gómez Vázquez International.
"The Roche Bobois St. Pete tower is a project born of art," Agami said. "It does not incorporate art, but—instead—is actually the child of architecture, design, and art coming together."
The tower will feature 164 residences ranging from studios to three-bedroom units and grand penthouses. Studios are expected to start at $544,500, positioning the project as a luxury development with a lower entry point than many of downtown St. Petersburg's recent condominium launches.
Each home will feature 11-foot ceilings with sweeping views of downtown St. Petersburg and Tampa Bay. Penthouses will offer 13-foot ceilings and limitless skyline views. Interior finishes will include premium cabinetry, precision millwork, designer kitchens outfitted with luxury appliances, premium tile flooring, and custom-crafted vanities.
Buyers will have the option to select Roche Bobois furniture packages, allowing units to be delivered with coordinated, brand-designed interiors curated by the French luxury furniture house. Smart home upgrades will provide control of lighting, climate, and other systems. Impact-rated windows, energy-efficient systems, and whole-building water filtration are also planned.
The development will include more than 20,000 square feet of amenities designed to function as an extension of the residences. Plans call for a heated resort-style pool with sun shelf and swim lane, a glass-edge cantilevered jacuzzi with panoramic views, poolside cabanas, summer kitchens, and a fireside lounge positioned on a fifth-floor amenity deck above structured parking. Additional spaces will include sky lounges, a VIP Owner's Lounge, a private fitness studio, spa facilities with sauna and aquatic therapy, and landscaped relaxation areas.
Pet-friendly amenities will include a dedicated park and play area along with an on-site pet salon. Residents will also have access to 24/7 concierge service, package management with cold storage for specialty deliveries, on-site parking with EV charging stations, and ground-floor dining and retail space anchored by a restaurant. A 5,000-square-foot public Art Plaza at street level is designed to tie the project into St. Petersburg's established arts scene through landscaping and sculptures.
SERHANT. New Development, led by real estate broker and media personality Ryan Serhant, will lead sales for the project. Serhant founded the New York-based firm SERHANT. in 2020 after rising to national visibility through Bravo's "Million Dollar Listing New York." The firm expanded into Florida in 2023.
"Every detail at Roche Bobois St. Pete Tower is bold, artistic, and unmistakably high-design," Serhant said in a statement. "As Roche Bobois' first branded residential tower in the U.S., this project is a true milestone."
Agami emphasized the importance of the sales partnership for a project bringing a global brand into the U.S. residential market for the first time. "When bringing a global brand like Roche Bobois to the U.S. residential market, the choice of sales partner is critical," he said.
The tower is planned for the northeast corner of 4th Street South and 4th Avenue South, just two blocks from the Publix-anchored University Village retail plaza. The site currently contains four structures: a two-story, four-unit apartment building built in 1916; a two-story, two-unit apartment building built in 1920; a two-story, four-unit condominium built in 2003; and a three-story, 19-unit apartment building built in 1920. None of the existing structures carry historic designations.
In mid-February 2026, Valor painted the existing buildings bright pink as the first step in a temporary art activation before demolition. The color choice, according to Agami, reflects both the project's design palette and iconic pink buildings in St. Petersburg, including The Vinoy downtown and the Don CeSar hotel at St. Pete Beach.
"My mom used to tell me since I was a little kid, 'Hey, let's go have fun this weekend. Let's go paint the town pink,'" Agami said. "I never thought I would actually be painting the town."
Valor invited local, national, and international artists to create murals on the pink buildings before their demolition, with plans to incorporate selected artwork elements into the finished tower. Demolition is expected to begin in early March 2026.
The Roche Bobois St. Pete Tower joins a growing roster of designer-branded residential towers in Florida's luxury condominium market, where global names are used to signal design credibility and attract buyers. For downtown St. Petersburg, the project adds another international brand to the skyline and reflects continued developer confidence in high-end residential demand within the city's urban core.
The project received city approval in July 2025 when the St. Petersburg City Council, acting as the Community Redevelopment Agency, approved a revised site plan increasing the tower's height from the original 25 stories to 29 stories. In August 2025, the Development Review Commission unanimously approved floor area ratio bonuses and building height bonuses for the project. To qualify for the bonuses, Valor contributed $700,000 to the city's Housing Capital Improvement Program.
Groundbreaking for Roche Bobois St. Pete Tower is expected later in 2026, with construction projected to take approximately three years. Occupancy is anticipated in 2029, adding another luxury high-rise to downtown St. Petersburg's rapidly evolving skyline.
