High-end on the waterfront: the luxury launches driving Florianópolis

The high-end segment is the one that most defines the real estate conversation in Florianópolis today. It is the one behind the most talked-about launches, the one that draws capital from outside the state, and the one that explains why the city has cemented its place among Brazil's most expensive capitals. We review the premium projects under way and the logic that holds them up.

The backdrop: capital-city prices

Florianópolis closed the 2025 cycle as the country's second most expensive capital by residential sale price: around R$ 12,600/m² on average in October 2025 according to the FipeZap index — behind only Vitória and ahead of São Paulo. For new product, the consultancy Brain puts the average launch price at around R$ 19,300/m² of private area. These are two different methodologies (an asking-price index that mixes resale vs. new launches), but both point to the same place: the high-end has demand and pricing power.

Jurerê and Campeche: the CFL signature

CFL has been, for some three decades, the reference name in luxury on the island, with sales offices in Jurerê Internacional and Cacupé. Its most talked-about project is Oceana, in Jurerê Internacional: a beachfront complex with six towers, apartments from 182 to 976 m² with up to five suites, an integrated boutique hotel, and a design by the Miami studio Arquitectonica. The company reported having sold close to R$ 1,300 million in fewer than 30 days following the 2024 launch — a figure from the developer itself, not independently audited, but indicative of the depth of premium demand.

For 2026, CFL is preparing La Mare Campeche, on one of the last large beachfront plots at Praia do Campeche: some 12,000 m² with more than 200 meters of ocean frontage, around 109 units of 3 to 5 suites of up to 385 m², an elevated infinity pool and a beach club, designed by Estúdio Guilherme Torres. Reported values are around R$ 35,000/m².

Beira-Mar Norte and Praia Brava: boutique scale

On the Beira-Mar Norte, Milano Incorporadora is betting on extreme exclusivity with UM Milano: just 20 apartments, a sales value (VGV) of R$ 200 million, two full floors of amenities with a rooftop infinity pool, a design by Guilherme Torres and landscaping by Alex Hanazaki. It is under construction with delivery expected in 2028.

In Praia Brava, Azzure Home Club, by Hantei, brings the high-end right to the beachfront: units from 131 to 326 m² starting at around R$ 3.98 million, with delivery expected in April 2029. The developer reported that more than half of the beachfront units were already sold by October 2025.

Praia Brava and João Paulo: the Dimas bet

Grupo Dimas enters the waterfront with D/Verse Beach Concept, its first beach project in Florianópolis (Praia Brava): units of 2 to 3 suites from 102 to 215 m², with delivery expected in June 2027. In João Paulo, D/Season Residence Club — unveiled at CASACOR/SC 2024 — offers an "urban resort" concept with units of 2 to 4 suites from 188 to 432 m² and delivery projected for 2028.

What to watch as an investor

The premium segment concentrates both the risk and the upside: high tickets, long construction timelines (deliveries from 2027 to 2029) and a heavy dependence on location — real beachfront, not "ocean view." The advantage is scarcity: beachfront land like La Mare's, or the plots in Jurerê, cannot be replaced. In a market where new product often sells out before it even goes public, getting in early on the floor plans remains the variable that most moves the return.

Sources

• CFL — official site and the Oceana page; ND+ and Metro Quadrado (La Mare Campeche; CFL's track record).
• Milano Incorporadora — NSC Total / Estela Benetti column (UM Milano).
• Hantei Engenharia — official site and NSC Total (Azzure Home Club, Praia Brava).
• Grupo Dimas — official site (D/Verse, D/Season).
• FipeZap — October 2025 residential sale report (price ranking by capital).
• Brain Inteligência Estratégica — average launch price in Florianópolis.