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Boutique buildings are all the rage in Buenos Aires: less is more when quality prevails - La Nacion Propiedades
Source:
www.lanacion.com.ar
November 30, 2025
Grupo Massana Arquitectura, pioneers in this type of project, explains why luxury is no longer measured in square meters but in design, fine materials, and lasting experiences. They are not the most expensive nor the cheapest: they are the ones that make the difference.
In contrast to enormous, double-fronted buildings of Dantean dimensions, these are buildings ranging from 1,500 to 3,000 square meters. Instead of an architectural brand that homogenizes residential developments scattered across different neighborhoods, this project boasts a unique signature style that sets it apart from any other . And more than risky investments and endless after-sales service, it offers short construction times and simple, transparent financing in dollars.
In a city dominated by impersonal towers and repetitive square footage, boutique buildings are emerging as a new way of understanding real estate . With signature designs, a human scale, and high-quality finishes, this model focuses on what's essential: the experience of living.
A pioneer and obsessive proponent of this approach is Brian Melamud, founder and CEO of Grupo Massana Arquitectura , who acknowledges that he started with traditional construction until he discovered a new way of doing real estate in the "boutique" style. And it worked out well for him. "We started implementing the boutique concept almost from the beginning. At first, we built more traditional buildings, but we realized that investors are looking for something else; they want attention to detail, personalized service, and that even though it's an investment, they want to buy as if it were for themselves," he says.
Boutique hotel of Grupo Massana in Malabia and Gorriti, right in Palermo.
At Grupo Massana, they believe a building can transform the way people live . “We don’t just build square meters: we develop spaces with soul,” explains Melamud. “Each building has its own identity, designed to stand the test of time. We are committed to quality, design, and personalized service, which buyers and investors increasingly value,” he adds.
The boutique concept rests on three pillars: restrained scale, signature architecture, and premium materials . “Less is more,” the studio summarizes. Projects like Live Soho, Live Devoto, and Live Hollywood reflect this philosophy: each is distinct, but all share the pursuit of a timeless aesthetic and a superior living experience.
To achieve this, the group works alongside internationally and nationally renowned architects such as Carlos Ott and Abramson Architects , incorporating art, light, and proportion into each development. “We don’t follow trends, we create style,” says Melamud.
Another development by Grupo Massana on Charcas Street.
In line with this, they established a sales model in pesos or fixed dollars , which offers predictability in a volatile economic context like Argentina's. "We sell at a fixed price in dollars. The client makes a down payment and then pays in fixed installments. Because we have a small sales structure, we can assume that risk and give the investor peace of mind," he explains.
Spectacular pool between the Malabia and Gorriti amenities.
And what is the “boutique area”? For Melamud, without a doubt, it’s Palermo. “I’m a huge fan of Palermo. Hollywood and Soho are constantly growing . There are blocks that weren’t great before and now they’re spectacular because of the cafes, clinics, and shops. For me, the prime location for investment is Palermo,” says the founder of the Massana Group.
Designer environments, one of the secrets of the "boutique" style that characterizes the developments of Grupo Massana Arquitectura.
With two new boutique hotels under development in Palermo Soho and Palermo Hollywood, the group consolidates a vision that redefines contemporary luxury : neither massive nor ostentatious, but human, elegant and lasting.
www.buysellba.com
Source:
Furor por los edificios boutique en Buenos Aires: menos es más cuando la calidad se impone
Desde Grupo Massana Arquitectura, pioneros en este tipo de emprendimientos, explican por qué el lujo ya no se mide en metros cuadrados sino en diseño, materiales nobles y experiencias que perduran. No son los más caros ni los más baratos: son los que marcan la diferencia.
www.lanacion.com.ar
November 30, 2025
Grupo Massana Arquitectura, pioneers in this type of project, explains why luxury is no longer measured in square meters but in design, fine materials, and lasting experiences. They are not the most expensive nor the cheapest: they are the ones that make the difference.
In contrast to enormous, double-fronted buildings of Dantean dimensions, these are buildings ranging from 1,500 to 3,000 square meters. Instead of an architectural brand that homogenizes residential developments scattered across different neighborhoods, this project boasts a unique signature style that sets it apart from any other . And more than risky investments and endless after-sales service, it offers short construction times and simple, transparent financing in dollars.
In a city dominated by impersonal towers and repetitive square footage, boutique buildings are emerging as a new way of understanding real estate . With signature designs, a human scale, and high-quality finishes, this model focuses on what's essential: the experience of living.
A pioneer and obsessive proponent of this approach is Brian Melamud, founder and CEO of Grupo Massana Arquitectura , who acknowledges that he started with traditional construction until he discovered a new way of doing real estate in the "boutique" style. And it worked out well for him. "We started implementing the boutique concept almost from the beginning. At first, we built more traditional buildings, but we realized that investors are looking for something else; they want attention to detail, personalized service, and that even though it's an investment, they want to buy as if it were for themselves," he says.
Boutique hotel of Grupo Massana in Malabia and Gorriti, right in Palermo.
At Grupo Massana, they believe a building can transform the way people live . “We don’t just build square meters: we develop spaces with soul,” explains Melamud. “Each building has its own identity, designed to stand the test of time. We are committed to quality, design, and personalized service, which buyers and investors increasingly value,” he adds.
The boutique concept rests on three pillars: restrained scale, signature architecture, and premium materials . “Less is more,” the studio summarizes. Projects like Live Soho, Live Devoto, and Live Hollywood reflect this philosophy: each is distinct, but all share the pursuit of a timeless aesthetic and a superior living experience.
To achieve this, the group works alongside internationally and nationally renowned architects such as Carlos Ott and Abramson Architects , incorporating art, light, and proportion into each development. “We don’t follow trends, we create style,” says Melamud.
Another development by Grupo Massana on Charcas Street.
Quality, trust and value over time
Beyond design, the boutique model also offers clear advantages for investors: faster construction times, lower commercial risk, and greater long-term appreciation . “In every development, we strive for balance: predictability for the client and excellence in delivery. We don't sell promises, we deliver value,” says Melamud. “From the moment we break ground, construction takes 24 months. By building smaller structures, we avoid endless after-sales service and difficult-to-manage commercial risks,” adds the CEO of Grupo Massana Arquitectura.In line with this, they established a sales model in pesos or fixed dollars , which offers predictability in a volatile economic context like Argentina's. "We sell at a fixed price in dollars. The client makes a down payment and then pays in fixed installments. Because we have a small sales structure, we can assume that risk and give the investor peace of mind," he explains.
Spectacular pool between the Malabia and Gorriti amenities.
And what is the “boutique area”? For Melamud, without a doubt, it’s Palermo. “I’m a huge fan of Palermo. Hollywood and Soho are constantly growing . There are blocks that weren’t great before and now they’re spectacular because of the cafes, clinics, and shops. For me, the prime location for investment is Palermo,” says the founder of the Massana Group.
Designer environments, one of the secrets of the "boutique" style that characterizes the developments of Grupo Massana Arquitectura.
With two new boutique hotels under development in Palermo Soho and Palermo Hollywood, the group consolidates a vision that redefines contemporary luxury : neither massive nor ostentatious, but human, elegant and lasting.
www.buysellba.com
