Construction is advancing at The Residences at Shell Bay, a new Auberge-branded condominium development by Witkoff Group and PPG Development, marking a significant milestone for one of South Florida’s most ambitious private club communities.
The development team announced that the project has officially gone vertical, with the first several levels of the 20-story residential tower now complete. Scheduled for completion in 2027, the project sits within the 150-acre Shell Bay enclave in Hallandale Beach and represents the next phase of a broader private club and resort concept that has been steadily gaining traction among luxury buyers.
Designed by architecture firm Kobi Karp, the tower will include 108 private residences featuring wraparound terraces and expansive glass intended to emphasize views of the surrounding golf course and the Intracoastal Waterway. Interiors are being developed by AvroKO, known for high-profile hospitality and residential projects including 1 Hotel Central Park and The Ritz-Carlton New York. G.T. McDonald Enterprises is serving as the project’s general contractor.
“Shell Bay represents a generational opportunity—the first property of its kind,” said Alex Witkoff, CEO of Witkoff. “With our golf and racquet clubs already established among the world’s finest, we are proud to commence this next chapter of development as we go vertical on our residential tower and five-star Auberge resort.”
The residential tower is integrated with the broader Shell Bay Club, a private members’ club centered around a Greg Norman–designed championship golf course. The property also includes a 12-acre practice facility, a nine-hole par-three course, and a racquet club offering tennis, pickleball, and padel courts. Additional amenities span a private marina with 48 slips, multiple dining venues, a wellness spa, and event spaces designed for members and residents.
Developers say the combination of residential ownership and private club access is a central element of the project’s appeal, particularly as affluent buyers increasingly prioritize lifestyle-driven communities with curated amenities and limited membership.
“Shell Bay is more than a collection of residences—it’s an entirely new standard for private club living in South Florida,” said Ari Pearl, founder and CEO of PPG Development.
Residences will range from one- to four-bedroom layouts with open floor plans designed to maximize indoor-outdoor living. Future residents will also have access to private building amenities including a resort-style pool, fitness facilities, and a culinary program led by Michelin-starred chef Julien Jouhannaud offering in-residence dining and sommelier services.
Sales and marketing for the project are being handled exclusively by Douglas Elliman Development Marketing, with residences starting at approximately $2 million.
For developers and investors watching South Florida’s luxury real estate sector, the project’s construction momentum reflects continued demand for large-scale lifestyle communities that combine hospitality, private club culture, and residential ownership within a single destination.
