Many marketers know the Hôtel Martinez well from their visits to the Cannes Lions Festival of Creativity, the annual ad festival and conference in the South of France, where every June it becomes a key venue for meetings, networking and socializing. WPP this year will maintain a rooftop space at the Martinez with programming, demos and an all-day hospitality lounge.

Soon colleagues who haven’t been blessed and cursed with a week of constant rosé and work will get to know the Martinez too—from its new role as a star of HBO’s “The White Lotus.”

Seasons one through three were captured at Four Seasons properties in Hawaii, Italy and Thailand, generating huge marketing exposure for the chain and increasing room inquiries by triple digits, the Journal’s Esther Zuckerman writes.

But the Four Seasons will be absent from the next installment, which will feature instead the Martinez, a 410-room art-deco oasis owned by Hyatt; the Airelles Château de la Messardière in Saint-Tropez; and the Lutetia, a Mandarin Oriental property in Paris.

“When something like that comes knocking, it’s an opportunity also to put the hotel onto a slightly different stage,” Hyatt luxury global brand leader Tamara Lohan said.

The latest branded residence in Miami will be Palm Tree Residences Miami, named for the monthly Palm Tree Music Festivals where wealthy attendees party to live electronic and dance music.

The 480-unit condominium, which developers say appears to be the first music-festival branded residence in the country, will go up in an area already home to apartment towers named for brands from Porsche to Armani, the Journal’s Sarah Paynter reports.

Miami’s not the only place you’ll see consumer-branded apartment buildings. WSJ Leadership Institute’s Patrick Coffee reported last year on Fiat House, for example, a 309-unit rental property in Fort Lee, N.J., designed as marketing for the auto brand.

But they’re slowing down in most U.S. markets except Florida. In Miami, the Palm Tree project will join more than 70 branded condo buildings completed or in the pipeline.

Why there?

• The name recognition of a branded building can help lure buyers unfamiliar with the Miami area, which has a high percentage of international and out-of-state buyers, said real-estate agent Ana Teresa Rodriguez of Coldwell Banker Realty.
• And many buildings in Miami sell before construction has started. Branded residences generally sell faster than other buildings in the preconstruction phase because the name gives buyers more insight into the complete project, said Nick Pérez of the Related Group, which isn’t involved in the Palm Tree development.

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