Robins Hood: Craig Robins was a leading force in the transformation of South Beach. The Miami Design District came next. Now, he's creating a neighborhood from scratch- Aqua - that will become a model for New Urbanism in the heart of Miami Beach

South Florida CEO, May, 2002 by J.P. Faber

Through all of it, Robins remains unperturbed, almost serene. His relaxed style of dressing--formal for him is a long-sleeve shirt--aptly suits his relaxed persona. At the same time, his renown in design and development circles has attracted an army of offers from would-be partners and investors. It's something that leads him to lean over and almost whisper, "You know, sometimes I can't believe all of this is happening."

But it is happening, and while Robins dabbles in other areas--he was a strong player in politics on Miami Beach, helping get pro-preservationists like Kasdin elected, and he has invested in both an alternate energy company in Washington, D.C., and a children's book publishing venture in Miami--he continues to focus on his very specific vision for real estate development.

"In real estate, Craig tries to create a work of art, a unique, stand alone that is not a commodity," says Goldman. "Real estate is usually very much a commodity, where a chicken is a chicken, and an apartment an apartment. But he's learned how to use art to sell real estate. And that's an art in itself."

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The showroom itself is stunning. 18-foot ceilings, 5,900 square feet of space, floor-to-ceiling windows, giant circular skylights, exposed steel beams and overhead track lighting. Designed by New York artists Lella & Masimo Vignelli, who have worked on projects ranging from the Museum of Modern Art to NYC subway stations, the only thing that competes with the space are the immense and colorful leather couches on display.

This is the three-month old showroom for the Frau Atlantica division of Poltrona Frau, the 100-year-old Italian furniture company that specializes in leather upholstery. Each piece of designer furniture is hand-made, though prices start at the relatively reasonable price of $4,000 for a leather couch and $1,200 for a leather chair. The Design District showroom is their only outlet in the US outside of New York, says Frau Atlantica CEO Giampiero Di Persia.

"Miami is growing very fast," says Di Persia. "In the '60s it was California Now Florida is interesting because it's filled with young professionals, new offices and the fast pace of international tourists."

Di Persia, who sells 40 percent of his furniture to interior designers, 35 percent to contractors (for offices and cruise lines), and the remaining 25 percent at retail, believes that Robin's concept of opening up the Design District to the public, and making it a popular place, will make all the difference for his trade -- that, and his projection that 14,000 luxury condos and apartments will go up in South Florida during the next three years.

"I've been watching since Dacra took over, and that helped me make my choice," says Di Persia, who had originally considered locating in downtown Coral Gables or at the DCOTA in Dania. "I feel quite comfortable that I made a good deal on this place." With a 10-year lease, that's a good feeling to have.