L'ART DE VIVRE
The Art of Living
Roche Bobois, the iconic French interior design brand with more than six decades of distinguished history, presents its luxury residential concept, Roche Bobois Tower, for the first time in Downtown St. Petersburg, Florida.
The prestige of Roche Bobois lies both in its quality as a highend brand and in its undisputed creativity in the world of design and interiors. Collaborating with leading designers, including Marcel Wanders, Kenzō Takada, Ora-ïto, Cédric Ragot, Sacha Lakic, Christophe Delcourt, and Stephen Burks, and with haute couture fashion houses, including Jean-Paul Gaultier, Missoni, and Christian Lacroix Maison, Roche Bobois delivers an extensive range of exclusive, personalized designs, crafted with the highest level of detail in small European workshops.
Roche Bobois is synonymous with sophistication and contemporary elegance in interior design. It embraces an art de vivre grounded in the values of quality, integrity, and exquisite sensory experience. Each piece is a harmonious fusion of artistry and functionality, crafted from the finest materials, including leather, wood, metal, and glass, and elevated through refined finishes and cutting-edge technology. The result is a collection of beautifully robust, tactile designs that transform any space into one of timeless elegance and understated luxury.
Since its founding in Paris half a century ago, Roche Bobois has led the design world based on its creativity and avant-garde vision. With more than 240 stores distributed across 40 countries, it has left its mark worldwide. Now, with Roche Bobois Tower, the brand presents an innovative and unique residential proposal in Downtown St. Petersburg.
01 THE PROJECT
LA VIE EN ROSE Life in Pink
WHAT IS THE MEANING OF LA VIE EN ROSE?
Seeing life through rose-coloured glasses. Living with an attitude of positivity, seeing beauty in the everyday; like you do when you first fall in Love. This is what life is like living at Roche Bobois Tower.
FEATURES & SERVICES The Building
Roche Bobois Tower is a visionary blend of art, luxury, and modern urban living.
It tells a story of refined elegance interwoven with contemporary vibrancy, offering an exclusive lifestyle in the heart of Downtown St. Petersburg, Florida.
• A 24 story Roche Bobois luxury residential tower with 112 condominiums in a mix of layouts from studios to three-bedroom homes plus additional penthouse units
• Downtown St. Petersburg’s first branded residences
• Architectural design by Gomez Vazquez International Architects
• Interior design by DKOR Interiors
• Common areas inspired by Roche Bobois
• Developed by Valor Capital Real Estate Development
• A grand, Roche Bobois-furnished Owners Lounge
• 24/7 concierge service – ensuring a seamless, elevated living experience
• 24/7 security to maintain resident privacy and peace of mind
• Dedicated resident parking with a 24/7 valet and drop-off
• Short-term bike and scooter parking
• Restaurant service
• Flexible leasing restrictions
MODEL 1
3 BEDS + 2 BATHS
INTERIOR 1195 SF TERRACE 153 - 196 SF
MODEL 2
2 BEDS + 2 BATHS
INTERIOR 979 SF TERRACE 76 SF
*Terrace locations and square footage may vary by floor level.
MODEL 3
2 BEDS + 2 BATHS INTERIOR 982 SF TERRACE 214 SF
MODEL 4
1 BED + 1 BATH INTERIOR 687 SF TERRACE 164 SF
MODEL 5 1 STUDIO + 1 BATH INTERIOR 376 SF
68 SF
MODEL 6 1 BED + 1 BATH
593 SF
100 - 148 SF
MODEL 7 3 BED + 2 BATH
1225 SF
162 - 207 SF
PLAY DIFFERENTLY
An artful blend of cosmopolitan vibrancy and refined elegance, Roche Bobois Tower presents an exclusive lifestyle in the cultural heart of Downtown St. Petersburg. Alive with color and life–from the vibrant lobby to exquisite artworks–every space celebrates the art of living vivaciously.
Avant-garde design and curated artworks reflect the neighborhood’s artistic spirit, while a collection of amenities and bespoke services enhance the resident experience.
A VIBRANT URBAN LIFESTYLE The Homes
Roche Bobois Tower captures the unique heritage of French art de vivre. The homes offer a blank canvas for residents to create their own masterpieces, including turn-key furniture packages.
• Studios to three-bedroom homes ranging from 400 sq. ft. to 1,450 sq. ft. with 11-foot ceilings in main living areas
• Penthouses with 14-foot ceilings in main living areas
• Exacting craftsmanship, fine fixtures, and elegant finishes elevate the interiors
• Ample natural sunlight floods through 8-foot tall windows
• Stunning views of Downtown St. Petersburg city lights or the beautiful waters of Tampa Bay in each home
• Terraces with glass railings extend the luxurious private living area to the outdoors
• Custom-made closet packages for ample storage and organization
• Elegant and custom-made kitchens with oversized cabinetry for extra storage
• Top-of-the-line European kitchen appliances, including a dishwasher, wall oven, cooktop, and refrigerator
A PRESTIGIOUS ADDRESS IN THE ARTISTIC EPICENTER
Roche Bobois Tower emerges with a bold and novel vision in the incomparable coastal metropolis of Downtown St. Petersburg. The building brings Roche Bobois’ prestige and international renown to life with a playful and eclectic mix of iconic furniture and local artwork. A rich vein of artistry runs through daily life here, culminating in the openair Art Plaza.
The cornerstone of the design is creating harmony with nature, as evidenced by the remarkably activated outdoor spaces, including a private terrace in each home. Community and connection are equally important, with elegant common spaces providing a backdrop for enriching interactions and vibrant social gatherings. The homes, each a study in exacting global craftsmanship, offer a canvas where design meets functionality and reflects a resident’s personal narrative.
A PERSONAL MASTERPIECE
WHERE FRENCH SOPHISTICATION MEETS URBAN DYNAMISM
The studio to three-bedroom condominiums and penthouses are meticulously designed and are available fully furnished upon request. The French brand leaves its mark in the fine finishes and fixtures that elevate the interiors, while custom kitchens feature high-quality European appliances and beautiful millwork.
Modern urban living is supported by ample storage space, including custom closets and cabinetry. A glass railing terrace connects each home to the outdoors, enhancing resident wellness and expanding the residential footprint.
CAPTIVATING VIEWS
8-foot windows act as glass walls, framing beguiling city and water views. Depending on the home, residents can enjoy breathtaking views of Tampa Bay or the glittering Downtown St. Petersburg skyline. The abundant natural light further enhances the homes’ connection to nature.
02 THE CURATED AMENITIES
HEALTH & WELLNESSTheAmenities
The amenities are located throughout the building, both indoors and outdoors, with the majority concentrated on the fifth floor elevated amenities. The common spaces combine French sophistication with urban dynamism to present a luxurious and inspiring lifestyle.
• The vibrant and lush Community Garden allows residents to connect with nature and each other
• The partially covered Open-Air Pool, surrounded by Cabanas, an expansive Sunning Deck, Outdoor Shower, and a Lounge, is exclusive to residents
• Families will enjoy the Family Wading Pool area after a day spent exploring and enjoying the neighborhood
• An adults-only Relaxation Jacuzzi is perfect for soothing sore muscles or enjoying a soak
• Healthy Smoothies, Juice, and Snacks are available at the Poolside Bar
• An exquisite Spa features a Hot Plunge, Cold Plunge, Sauna, Massage rooms, & Facial Treatments
• The Spa features an outdoor Spa Relaxation Terrace for transitioning after a treatment
• A dedicated Fitness Center features state-of-the-art equipment for Cardio, Spinning, Strength, Stretch, and Pilates exercises
• The Terrace Walkabout connects the amenities through lush landscaping
LA VUE
The chic and sophisticated Pool Deck features an Open-Air Pool and Relaxation Jacuzzi complete with a fire pit and lounge seating. The crowning jewel of the space is La Vue, a stunning Jacuzzi swim-up overlook for soaking in beautiful city views.
HOLISTIC LUXURY
Meticulously crafted common spaces extend to the outdoors, further enhancing resident wellness. From a state-of-the-art fitness center to numerous pools and an elegant spa, residents enjoy holistic luxury.
LA VIE EN ROSE OASIS
Roche Bobois-furnished Owners Lounge
THE NEIGHBORHOOD
UNE BELLE
Roche Bobois Tower is an innovative partnership between the iconic design brand and the distinguished Valor Capital. Embodying the perfect fusion of innovative design, sustainable living, and unparalleled luxury, Roche Bobois Tower reflects Valor Capital's development expertise and Roche Bobois' unparalleled aesthetics. This collaboration underscores Valor Capital's commitment to providing residents with the finest in design and comfort.
THE HISTORY
THE ORIGINS OF ROCHE BOBOIS The History
Jacques Roche’s entry into the furniture world was largely influenced by his father, Fernand, a livestock broker with a deep passion for furniture. This interest likely stemmed from the region’s history of wood transport via rivers in the Massif Central, fostering a culture of trade and craftsmanship in furniture.
The Roche family’s entrepreneurial spirit, ever present in each generation, was exemplified by Jacques’ marriage to Lucie Bonduel, whose father had previously founded the Pélican breweries, later known as Pelforth. Their union, symbolizing a seamless fusion of innovation and heritage, reflected the enduring legacy they would carry forward together.
LA FAMILLE ROCHE
FERNAND ROCHE
In 1898, Fernand Roche’s marriage brought significant fortune, allowing him to acquire Poirier Frères. This initial acquisition marked the beginning of his ventures, leading him to purchase Maison Janselme on Avenue Daumesnil and later, in 1910, establish himself as a wholesaler on Rue Jules-Caesar. By 1925, Roche expanded into furniture manufacturing, starting with small pieces before transitioning to larger works. While The Great Depression of 1929 dealt him a heavy blow, forcing him into bankruptcy, he remained undeterred and, in 1932, initiated the sale “Beaubois,” unknowingly planting the seeds for what his children and grandchildren would later transform into the renowned Roche Bobois legacy.
JACQUES ROCHE
In 1936, after his father’s bankruptcy, Jacques Roche embarked on a journey to revive the family business. Over the years, he refined his knowledge of market dynamics, culminating in the acquisition of a prestigious real estate complex on Rue de Lyon in 1952, where he opened a landmark store. Renowned for representing esteemed brands, including Comera and Frigidaire, Jacques also fostered partnerships with Minvielle and Steiner furniture houses. In 1959, his sons Philippe and François joined the business, and in 1966, at the age of 53, Jacques gracefully passed the leadership over to them.
1. The two Parisian factories owned by Fernand Roche are displayed in a 1931 brochure advertisement.
2. Fernand Roche, founder. Photo taken in 1940.
3. Advertising examples for the Roche establishments immediately after the war to promote store openings on Rue de Lyon. The brand bases its communication on modernity.
4. Jacques Roche, with two of his sons, François and Philippe, at the entrance of Brunoy Park (1938-1939).
LA FAMILLE CHOUCHAN
The Chouchan family, originally hailing from Belarus, established roots in Paris towards the close of the 19th century. In 1922, Lazare Chouchan’s sons, pioneers in their own right, founded the iconic furniture stores “Au Bois Doré” and “Beau Bois,” setting the stage for what would later become an industry leader.
In a 1970 interview, Patrick and Jean-Claude Chouchan reflected on their family’s history, detailing how their store, opened on Boulevard Sébastopol to serve post-WWI refugees, was confiscated during WWII. After reclaiming the store postwar, Jean-Claude, who had previously abandoned his design aspirations, joined the family business, little knowing how high it would climb in industry acclaim.
THE ROUTE TO AVANT-GARDE
In the 1950s, Jean-Claude and Patrick Chouchan embarked on a daring journey towards modernity, revitalizing their catalog with a fresh, contemporary aesthetic. Their vision connected them with renowned designers, including André Simard, André Monpoix, Pierre Guariche, and Pierre Paulin, whose works they showcased. Despite enduring immense challenges, including World War II and the confiscation of their family store, the Chouchan family never lost their sense of humor or resilience. Their perseverance laid the foundation for Roche Bobois, which continues to lead the market today, owing to its forwardthinking approach and commitment to modern design.
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3. Advertising examples for the Roche establishments immediately after the war to promote store openings on Rue de Lyon. The brand bases its communication on modernity.
The two Parisian factories owned by Fernand Roche are displayed in a 1931 brochure advertisement.
Fernand Roche, founder. Photo taken in 1940.
4. Jacques Roche, with two of his sons, François and Philippe, at the entrance of Brunoy Park (1938-1939).
THE DECADES
1960 THE YEARS
In a pivotal moment at the Copenhague Hall, Philippe and François Roche, alongside Patrick and Jean-Claude Chouchan, spearheaded the importation and distribution of contemporary designer furniture from Paris. With the release of their first catalog in 1961, they expanded through franchising and launched their debut advertising campaign in Elle magazine. This strategic collaboration tested the impact of the combined names, Roche and Bobois, as a potential sales driver, ultimately uniting the two in the singular, iconic brand known today as Roche Bobois.
1970 CONSTANT EVOLUTION
In 1970, television transformed the organization of the average home, and the sofa became essential. In the Roche Bobois contemporary collection, the sofa takes center stage.
1980 EXOTIC INFLUENCES
In the 1980s, the world pulsed to the beat of disco, and commerce surged as success became the ultimate pursuit. With the decline of protests, a spirit of global connectivity flourished, accelerated by accessible air travel. Interior design embraced this cultural exchange, giving rise to the “ethnic chic” movement. This innovative design approach introduced materials, including bamboo and rattan, harmoniously paired with glass and steel, creating a sophisticated blend of exotic influences and modern sensibilities.
1990 CULTURAL FUSION
The 1990s heralded a significant shift in design, characterized by the emergence of ethnic furniture and a trend toward cultural fusion. Roche Bobois adeptly recognized this evolving demand, responding with “The Travelers” collection. The brand distinguished itself in the global furniture market, successfully establishing a unique aesthetic that resonated deeply with the diverse needs and aspirations of its clientele, thus cementing its status as a leader in contemporary design.
2000 A DESIGN GENERATION
EXPANSION AND COLLABORATION
As Roche Bobois entered the 21st century, it celebrated two pivotal milestones. The first was its international expansion, marked by the steady inauguration of new stores in cities worldwide, from the historic Palazzo Lupari in Bologna to a futuristic structure in Montreal. This growth was complemented by increasingly fruitful collaborations with visionary designers and architects. Together, they conceptualized and crafted ambitious, functional furniture and objets that embodied a distinctive design philosophy—one to be lived and experienced.
2010 50TH ANNIVERSARY
The Mah Jong sofa, an emblem of Roche Bobois, was born from the collaboration of two visionary talents, Philippe Roche and designer Hans Hopfer, who perfectly encapsulated the brand’s ethos. Introduced in 1971, the Mah Jong boasts remarkable modularity, allowing for various configurations. Over the years, esteemed designers, including Jean-Paul Gaultier, Christian Lacroix, and Missoni, have reimagined this iconic piece, imbuing it with unique styles and aesthetics. The result is an elegant and sophisticated object of desire for those who pursue excellence.
In 2010, Roche Bobois commemorated fifty years of innovation and global expansion with events in France and beyond, heralding a partnership with the illustrious designer Jean-Paul Gaultier.
2020 60 YEARS OF ROCHE BOBOIS
Roche Bobois proudly marked 60 years of artistry, fruitful collaborations with esteemed design, architecture, and fashion figures, and remarkable global growth. To commemorate this milestone, the brand unveiled BOMBOM, a vibrant collection of sofas and accessories designed by the renowned artist Joana Vasconcelos. This collection embodied energy, optimism, and color, reflecting Roche Bobois’ passion for creativity and craftsmanship. The brand embraced digital innovation on the web and in-store, allowing customers to personalize their products while prioritizing eco-design concepts in past and current collections, solidifying sustainability as a central tenet of its future vision in the years to come.
CONTEMPORARY DESIGNERS
The Roche Bobois collections are born from collaborations with established and emerging designers, reflecting the movement of cuttingedge, global trends.
Jean Nouvel
Jean-Paul Gaultier
Kenzō Takada
Cedric Ragot
Marcel Wanders
Hans Hofner
Bruno Moinard
Sacha Likic
Raphael Navot
VALOR CAPITAL
Valor Capital is a team of entrepreneurs passionate about creating world-class real estate experiences. They are an affiliate: a new venture spinoff of international development firm, Terra Capital Partners SA de CV (Terra Capital Partners). With a fourdecade history of real estate developments in office, hospitality, medical, commercial, and luxury residential product offerings — and a multi-billion-dollar portfolio and tens of millions of square feet already developed and sold — Valor’s developments are always on the cutting edge, with proprietary antiviral engineering design used throughout the firm’s newest developments.
AN ELEVATED VISION FOR LUXURY LIFESTYLES
For over 35 years, Valor Capital has led some of the world’s most innovative residential luxury projects. Now, they present their latest inspiration: The concept of relaxed luxury living, where the finest materials and designs meet the utmost in wellness and relaxation. See it come alive with their newest residences: Serena by the Sea.
With this project, Valor Capital continues to grow its presence in Florida and the U.S. as an innovator and leader of wellnessfocused residential luxury. Every project they present becomes a hallmark of personalized experiences and high-class hospitality. With leading-edge design, technology, finishes, and aestheticsas well as amenities and services that rival the world’s most acclaimed five-star resorts - Serena by the Sea has the perfect recipe to fulfill any Florida dream.
SERENA BY THE SEA