Branded residences are a familiar luxury play, and car brands have joined in before — Miami's skyline alone carries the names of Porsche, Aston Martin, Bentley and Mercedes. But Pininfarina, the Italian design house that shaped Ferraris for six decades, is taking a different road with MV Group USA: just six homes in the entire United States, one per city, priced at $16.95m each before you buy the land.
Called Collection Sei Design by Pininfarina, the concept treats a house like a rare car — something collectible rather than merely custom. Everything is designed up front: architecture, interiors, furniture and engineering across roughly 8,000 sq ft per residence. Buyers either bring their own plot or hunt for a site with the development team, and both sides must approve it. A mountain backdrop, waterfront or even a horse ranch view could each give the same design a different setting.
Inside, the automotive DNA shows up in curves rather than chrome. Walls bend instead of meeting at right angles, speakers disappear into the structure, and circadian lighting shifts with the daylight. A three-storey indoor garden sits under a glass dome at the heart of the home, and wellness spaces plus generous glazing keep things from feeling like a tech showroom. The centrepiece for car people: a glass-walled gallery holding up to five vehicles, complete with a turntable and single-post lifts, so the collection becomes part of the architecture instead of hiding in a garage.
Scarcity is deliberate. MV Group founder Manny Angelo Varas — the self-styled "Billionaires' Builder" who previously worked with Armani on his first US residential project — points to the Ferrari Sergio, of which only six were ever made, as the inspiration. There's a no-resale rule in the first year of ownership, and vetting goes beyond net worth: the team weighs a buyer's history with Pininfarina and Ferrari and how they plan to use the home. Owning a few Ferraris helps, apparently, but isn't enough on its own.
The pitch is convenience as much as exclusivity. Building a bespoke home of this calibre normally means years spent assembling an architect, interior designer and contractor. Here the two to three years of design work is already done — once a plot is approved, delivery is expected within 24 months. Around 150 enquiries have already come in from landowners in Aspen, the Hamptons, Miami, Palm Beach and California. The first approved homesite will be revealed at Pininfarina's US headquarters on November 4, with the rest announced by early 2027.
Who is this for? A very small group of ultra-wealthy car collectors, clearly. But it's also a signal of where branded residences are heading — away from hotel-branded towers and toward fully engineered, limited-edition living. And the same design thinking that shaped the Ferrari Sergio is now being applied to how a home feels to move through, which is worth watching even if the price is out of reach.
