Playboy, the magazine that once defined a generation of risqué glamour, is making a bold move that signals a dramatic shift in its image and ambitions. The iconic brand, which began in Chicago in 1953 when Hugh Hefner launched it with just $1,000 from his mother, is leaving behind its Los Angeles roots to embrace a new era in Miami Beach.
The move is about more than geography. It’s a statement: Playboy wants to shed decades of scandal, controversy, and a reputation that, while once celebrated, became increasingly problematic in the eyes of the public.
Leaving the Mansion Behind
For decades, the Playboy Mansion in Los Angeles stood as a symbol of opulence, indulgence, and celebrity culture. Hefner himself called it a “Disneyland for adults,” a sprawling estate where the rich and famous mingled with Playmates and the infamous Playboy Bunnies. Parties were legendary, sometimes outrageous, and often featured the biggest names in entertainment. Elvis Presley allegedly shared intimate moments with multiple Playmates at once, while John Lennon reportedly set fire to an original Matisse painting during a wild gathering. Even Donald Trump filmed an episode of The Apprentice at the mansion, giving contestants a rare peek into the playboy lifestyle.
Yet beneath the glittering surface, the mansion’s history was far from glamorous. Former Playmates and bunnies have recounted a darker reality—stories of strict rules, invasive surveillance, and pressures that painted the mansion not as a playground but as a gilded cage. The 2022 A&E docuseries Secrets of Playboy exposed many of these details, shedding light on Hefner’s control over the women in his orbit. Allegations of misconduct surfaced, including claims from Judy Huth that she was assaulted by Bill Cosby on the premises when she was just 15. Other former bunnies described unsanitary conditions, with pet urine on floors and deteriorating infrastructure. The mansion even made headlines in 2011 when health officials found the Legionella bacteria, linked to Legionnaires’ disease, in its whirlpool spa—over 100 guests were affected.
Hefner passed away in 2017, and the mansion, sold a year earlier, underwent extensive renovations that wrapped in May 2025. Today, the property bears little resemblance to its former self. Gone are the infamous grotto and wild party spaces, replaced by a cold plunge, a cobalt-blue tennis court, and immaculately landscaped gardens. The once decadent estate has been transformed into a polished, contemporary retreat, signaling the end of an era.
A Modern Headquarters for a Reimagined Brand
Playboy’s new headquarters occupies the penthouse of The Rivani, a luxury office complex in Miami Beach developed by Robert Rivani. Reportedly, over $100 million went into creating a space that reflects sophistication, innovation, and a fresh start. The design is modern and minimalist, a stark contrast to the excesses of the old mansion. The move also aligns with a business strategy: Miami’s environment is considered far more pro-business than California’s, offering both lower costs and a vibrant cultural scene.
Ben Kohn, Playboy’s CEO, emphasized the practical benefits: “When you look at the cost of doing business in California against Florida, and you combine that with the energy of Miami Beach, it made all the sense in the world for Playboy to move here.”
Alongside the new headquarters, Playboy plans to launch a flagship Miami Beach club. It will include a world-class restaurant and an exclusive members-only area inspired by—but not replicating—the storied mansion. State-of-the-art content studios are also in the works, signaling a shift toward digital influence and multimedia production rather than just print. The goal is clear: revitalize Playboy as a contemporary lifestyle brand while leaving the controversies of the past firmly behind.
Public Reaction: Curiosity Meets Skepticism
The public response to Playboy’s reinvention has been mixed. Longtime fans express excitement at seeing the brand step into a modern era. Collectors eagerly anticipated the first issue of Playboy’s 2025 annual collector’s edition, marking its formal return to print.
Yet critics remain cautious. For many, Playboy represents more than nostalgia—it embodies decades of gender dynamics and power imbalances that are hard to ignore. The revelations from the Secrets of Playboy docuseries continue to color perceptions, leaving some wondering whether a corporate relocation and sleek offices are enough to truly move past the darker aspects of its legacy.
Social media discussions reflect this tension. Supporters applaud the Miami Beach initiative as a necessary evolution, highlighting the city’s glamour and business-friendly environment. Detractors, however, argue that rebranding cannot erase the past abuses and systemic issues that defined much of Playboy’s history.
Reinvention in Print and Beyond
Playboy’s latest efforts underscore its ambition to redefine itself for a modern audience. The brand’s return to print with the 2025 collector’s edition is just the beginning. Alongside digital content, brand influencer initiatives, and the Miami Beach club, Playboy aims to cultivate a lifestyle image that combines luxury, entertainment, and creativity without the shadows of the mansion era.
The headquarters itself is designed to embody this ethos. Sleek interiors, panoramic views of Miami Beach, and high-tech production facilities create a professional yet stylish environment. The space signals a shift away from the mansion’s party-centric reputation, emphasizing business, innovation, and cultural relevance.
A Look Ahead
The relocation to Miami Beach is more than a change of scenery—it represents a rebirth. Playboy is positioning itself as a modern lifestyle brand that appeals to influencers, entrepreneurs, and consumers who value luxury and entertainment without the baggage of past controversies.
Yet challenges remain. The brand must navigate its complicated legacy while convincing a skeptical public that it has genuinely evolved. How it handles sensitive topics, representation, and corporate ethics will determine whether this Miami chapter becomes a true renaissance or simply a cosmetic facelift.
For now, the world watches as Playboy trades its legendary Los Angeles mansion for a high-rise penthouse, moving from excess to elegance. Miami Beach, long known for its nightlife and cultural vibrancy, offers a fitting backdrop for a brand seeking reinvention. The parties may now be virtual or curated, but the world will be paying attention, waiting to see if Playboy can truly live up to its new promise.
Playboy’s journey from scandal-ridden mansion to sleek Miami Beach headquarters is emblematic of a broader cultural shift—one where brands must adapt or fade. With careful strategy, creative reinvention, and a willingness to confront its past, Playboy may yet write a new chapter that balances legacy with modernity.
