Former WeWork CEO Adam Neumann founded the shared office space provider in 2010 with the idea of turning the workplace into an upbeat community, including communal areas and kegs of beer. Now he's at it again, this time with apartments and condominiums, through his firm Flow.
A visit to Flow’s properties in Miami gives a look at what’s offered by the new brand Neumann has been expanding. At the Flow Miami apartments and Flow House condos, visitors are greeted with Flow-branded food trucks and eco-friendly Flow T-shirts for sale. An app allows residents to connect with management to host events and score points that can knock a few dollars off their rent.
That’s part of “The Flow Trip,” as the inscription on one hoodie that retails for $98 suggests. Flow, the multifamily owner and operator Neumann founded in 2022 in South Florida, seeks to create the sense of community — or flow, if you will — in a residential rather than workplace environment.
Arriving at Flow Miami and Flow House in the heart of downtown’s mixed-use Worldcenter district, what is first apparent to visitors is the unified look. Walls are painted shades of brown, beige or off-white. Lampshades are fringed and woven natural material. All the sustainably sourced sofas, couches, chairs and benches are curved to promote togetherness.
The $6 billion Worldcenter district is one of Miami’s newest and has transformed the northern half of downtown Miami. A major Apple store anchors a lush central plaza, while coral benches and broad-leafed palm trees offer seating and shade.
This is the place Flow’s residents call home.
Flow’s strategy aims to distinguish the firm from an everyday property management company. Refrains on the walls urge residents to stay calm, connect with themselves and each other, and ask themselves, “What if it all goes right?”
But it hasn’t always all gone right for Neumann, who founded Flow after getting booted from the global coworking company WeWork. Backed by billions of dollars in SoftBank funding, WeWork’s aggressive growth strategy, Neumann’s unconventional governance and the major gap between the company’s $47 billion valuation and its earnings led to the founder’s ouster from WeWork in 2019 following the collapse of the company’s first attempt at a public stock sale.
Miami Worldcenter
Flow’s properties in Worldcenter include Flow Miami — a 41-story rental property that opened in 2019 under a different name and ownership — and the twin condominium next door called Flow House that debuted earlier this year.
Convenience, or maybe it’s comfort, is the name of the game for Flow in Worldcenter. Cuban American diner Chug’s has an express-service window offering quick bites to those coming and going. Farther down the street is a Flow Grocer stocking baguettes, pasta, fresh produce, wine, beer and snacks.
Merchandise, including the Flow-branded hoodies as well as surfboards, are also available. The more clients participate with Flow’s offerings through the app, the more so-called Flow Drops, or points, they get.
Heading back to Flow Miami’s lobby entrance at 698 NE First Miami Ave., visitors bump into a community ambassador who has lived in the building prior to Neumann’s rebrand. The vibe is completely different, he says, and it’s one of the best — if not the best —buildings he’s ever lived in, something a community ambassador would be expected to say.
He adds that people here know each other, and there’s a real sense of community among residents. He shakes hands. As visitors head inside, the polar air conditioning offers immediate relief from the heat — as an incense stick burns on the front desk in the lobby.
The walls, here like elsewhere, are off-white, beige, the windows are big, and sunlight pours through the communal spaces.
The rental offers 444 units ranging from studio to three-bedroom floor plans, while the condo offers 466 units with studio, one- and two-bedroom residences at 697 N. Miami Ave. Rates start at $2,363 per month at the apartment complex, according to the company's website, while condo units at Flow House started at $480,000 when the property opened in March.
Buyers and renters alike have the option to receive their unit fully furnished with Flow’s eco-friendly and sustainably sourced cushions, couches, sofas and chairs — for an added cost.
In the elevator to view the 10th-floor amenity deck that connects the two towers, there’s a calendar highlighting all the events being held.
Led by the live-in community ambassadors and residents, visitors find a weekly charcuterie board social hour, sunrise run, Bible study group, music jam session and vinyasa yoga among the activities listed for free for Flow’s residents. It could be a busy week.
The coworking space is decked out in the in-house furniture, with pods and conference rooms available to reserve. Someone seems to be in the middle of a conference call. Visitors heading to the pool deck are greeted by a group lounging in the sun. One or two residents are in bikinis and swimsuits while answering emails. This is at 1 p.m. on a Thursday.
Crossing the threshold into Flow House, it’s noted that some amenities that face the pool deck, such as the yoga room and café, are also available to renters. Pass by another lounge, and visitors come across the vinyasa yoga leader, who says he has thoroughly enjoyed his time at Flow.
Arriving at the unit, visitors find it set up in Flow’s signature style: wooden chairs and tables with clean lines; cushions in white and beige. The countertops are the seemingly standard multifamily quartz, and the refrigerator is Samsung. Views out the window show downtown Miami shimmering between newly built silver-glass towers above the clear blue of Biscayne Bay.
Back downstairs, visitors arrive at a café, or rather the condominium lobby, called Flow Station. Amid more woven and fringed lampshades, visitors are asked their names, if they’re moving in and whether they’d like a coffee before departing to another Flow property, in Brickell, Miami’s financial district.
Flow Brickell
A 15-minute drive south is Flow Brickell at 275 SW Sixth St. In a deal totaling $350 million, Neumann and Israeli investor Canada Global acquired a majority stake in the 54-story tower and the surrounding development site that was originally being built by New York’s Chetrit Group in 2025.
Flow Brickell comes with 632 studio to three-bedroom units. While taking a stroll along the Miami riverfront, residents can see the western half of Brickell, right on the water, in return for the $2,783 monthly starting price for a studio.
The riverfront boardwalk is lined with still-vacant retail facilities, but in a city growing as fast as Miami, it’s not hard to imagine getting invited by friends and colleagues to a newly opened celebrity restaurant along the water to take photos for social media in a few months. For the time being, Flow Brickell hosts its weekend farmers markets on the boardwalk.
Wheeling around the base of the tower back toward the lobby, visitors note a big sand-covered common area. The garden serves as an outdoor venue and occasional beach volleyball court, while white, Flow-branded café trucks stand at attention just a few steps away. They offer morning coffees.
Here, the amenities are even more spacious than at Flow Miami and Flow House. A few more residents are next to the pool sunbathing, compared with the plethora of buttoned-up professionals tapping away at the computers in the coworking space at the Worldcenter properties.
Very quickly, one of the residents, a Venezuelan photographer, strikes up a conversation. He has some good things to say about the property and finds living at Flow Brickell very enjoyable. He adds that it’s the most family-friendly building he’s ever lived in, thanks to the resident-led activities. Everyone knows everyone, and his young children always have something to do, he says, appearing sincere.
Head up the tower, and the apartments are consistent with Flow’s design cues. But the balconies are much bigger and wrap around the tower, offering near-panoramic views of the city. After a day in the sun, the wind is a welcome and cooling change.
Finally, visitors arrive at the top floor and walk into Flow’s SkySuites. The hallways offer a splash of color — some yellows while baby-blue painted doors line the hallways and lead into the biggest units available.
It’s spacious as visitors walk inside, with 5,000 to 6,000 square feet available at the SkySuites. The units come with clothed, textured walls, three to four bedrooms, a wine cooler, walk-in closets almost as big as the guestrooms, and double-vanity-equipped master bathrooms.
Stepping outside to view the city — on the balcony that seems to go on forever, visitors can start to think, “What if it all goes right?”