Ryan Serhant to lead sales for Roche Bobois tower in St. Pete

SERHANT. New Development will lead sales for Roche Bobois St. Pete Tower, a nearly 30-story, $200 million condominium project planned for downtown St. Petersburg and billed as the first Roche Bobois-branded residence in the United States.

Valor Real Estate Development announced the partnership Feb. 18. The developer expects to break ground later this year.

The tower is planned for the northeast corner of 4th Street South and 4th Avenue South, where several low-rise apartment buildings are set for demolition.

Valor CEO Moises Agami told Tampa Bay Business and Wealth the project will include 164 condominium units, ranging from studios to three-bedroom residences and penthouses. Studios will start at $544,500.

READ: Pink-painted buildings mark next step for Roche Bobois tower

Agami has pitched the tower as a luxury project with a lower entry point than many of downtown’s recent condo launches.

“We’re really bringing something where locals, young professionals, lawyers, doctors, artists, creatives, can come and live here,” Agami said. “They don’t have to spend millions of dollars to be here.”

For St. Petersburg, the tower carries a second first. Valor has described it as the city’s first designer-branded residential high-rise tied to a global furniture and design house.

“Every detail at Roche Bobois St. Pete Tower is bold, artistic, and unmistakably high-design,” Ryan Serhant, founder and CEO of SERHANT., said in a statement. “As Roche Bobois’ first branded residential tower in the U.S., this project is a true milestone.”

Serhant is a New York-based real estate broker and media personality who founded SERHANT. in 2020. He rose to national visibility through Bravo’s “Million Dollar Listing New York” and later expanded the firm into Florida in 2023, according to the company.

Ryan Serhant, founder and CEO of SERHANT., in a studio portrait. — Ryan Serhant, founder and CEO of SERHANT., will lead sales for Roche Bobois St. Pete Tower in downtown St. Petersburg.

Agami said the sales partner matters when a global brand enters the U.S. residential market.

“When bringing a global brand like Roche Bobois to the U.S. residential market, the choice of sales partner is critical,” Agami said in a statement.

Valor said Gómez Vázquez International will lead architecture. The firm’s portfolio includes JW Marriott Cancun and Ritz Cancun. Interior design will be curated by Niz + Chauvet Arquitectos, a Mexico City-based studio.

A tower built around design and public space

Renderings released by Valor show a slender tower rising above a multi-story podium, with sculptural, wave-like facade elements wrapping the exterior. The podium supports a landscaped pool deck and terrace level above the street.

Plans call for a 4,000-square-foot plaza at ground level, along with a public restaurant. Agami said the plaza is designed as part of the public realm, with landscaped walkways, shaded seating and sculptural art.

“So you don’t have to be a resident here to enjoy the art,” he said.

The tower will include more than 20,000 square feet of amenities, according to the release. Plans call for a heated resort-style pool, cabanas and summer kitchens, along with sky lounges and a VIP Owner’s Lounge. The release also lists spa features, including aquatic therapy and a sauna.

Other services are expected to include 24/7 concierge, package management, cold storage for specialty deliveries and on-site parking with EV charging stations.

Before demolition begins, Valor is turning the existing apartment buildings into a temporary canvas. Earlier this month, several buildings on the site were painted bright pink. Agami said the color was the first step in a mural activation that will invite artists to paint the buildings before they come down.

“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.”

Agami said Valor plans to preserve elements of the artwork in the finished tower, selecting murals and designs to incorporate permanently into the building.

Street-level rendering of Roche Bobois St. Pete Tower showing the rippling podium facade and landscaped frontage along 4th Street South.

A street-level rendering shows the Roche Bobois St. Pete Tower podium wrapped in a rippling facade element, with landscaping and ground-floor frontage along 4th Street South. Rendering credit: Valor Real Estate Development.

Artist rendering shows the podium and terrace levels of the planned Roche Bobois St. Pete Tower at 4th Street South and 4th Avenue South in downtown St. Petersburg.

A rendering shows the podium and terrace levels planned for the Roche Bobois St. Pete Tower, a nearly 30-story condo project proposed for the northeast corner of 4th Street South and 4th Avenue South in downtown St. Petersburg. (Courtesy Valor Capital)

Rendering of the Roche Bobois St. Pete Tower planned for downtown St. Petersburg.

A rendering of the nearly 30-story Roche Bobois St. Pete Tower, a $200 million condominium project planned for downtown St. Petersburg.

Rendering of the Roche Bobois St. Pete Tower podium with pink mural facade and public plaza in downtown St. Petersburg.

A rendering shows the podium level of Roche Bobois St. Pete Tower with mural-inspired facade elements and a public plaza planned at street level in downtown St. Petersburg.

Why it matters

Designer-branded towers have become a familiar play in Florida’s luxury condo market, where global names are used to signal design credibility and attract out-of-town buyers. For downtown St. Petersburg, the Roche Bobois project adds another international brand to the skyline and reflects continued developer confidence in higher-end residential demand.