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The promised tower is 550 meters high, has 157 floors, and units ranging from R$ 28 million to R$ 300 million, but it hasn’t even started construction yet and is expected to be completed by 2033. Behind the project is a partnership that connects the Graciola family to the billionaire from Santa Catarina, Luciano Hang, owner of Havan, in one of the most expensive real estate hubs in Brazil.
Building what will be the tallest residential skyscraper on the planet in Balneário Camboriú, FG Empreendimentos grossed R$ 1.36 billion in 2025, with revenue based on the scarcity of beachfront land, luxury lifestyle concept, and self-financing for buyers. Now, the construction company from Santa Catarina has opened an office in Miami, United States, and is preparing future operations in Europe and Asia, in a move to sell Brazilian high standards abroad.
The figures were presented by the company itself at an event held in May 2026, at the Ocean Place event center in Balneário Camboriú, to conclude its commercial campaign and to announce the goals for the coming years. In addition to revenue growth, FG also recorded a net profit of R$ 503 million in 2025 and claims to have achieved more than 60% market share in the high-end segment in which it operates in the city.
The project that will reach 550 meters
The tower will be about 550 meters high and have 157 floors, surpassing other giants in the segment, such as the Central Park Tower in New York, with 472 meters, and the Marina 101 in Dubai, with 435 meters. The expected delivery is in 2033, and currently, the development is in the initial stages of construction.
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The development will have 228 units, with areas ranging from about 400 square meters to mega triplex penthouses of 903 square meters, and prices varying approximately between R$ 28 million and R$ 300 million per apartment, according to the builder’s own disclosure. The estimated General Sales Value reaches R$ 8.5 billion, and the tower is developed in partnership with the Senna brand, linked to the family of the three-time Formula 1 champion, and with the retail chain Havan.
The partnership with Havan and the beachfront land
The strength of the project is partly explained by the partnership behind it. According to information released in local reports, the land for the Senna Tower, located in a prime area of the Balneário Camboriú beachfront, was acquired in partnership between businessman Francisco Graciola, controller of FG, and the billionaire from Santa Catarina, Luciano Hang, owner of Havan. The operation brought even closer two heavyweight names in the business world of Santa Catarina.
Hang himself often uses his social networks to share details of the project and treats it as a landmark of world engineering. For Brazilian luxury retail, the presence of the Havan brand and the Senna family in the project contributes to the product’s international appeal, although the global masterpiece character needs to be assessed, in practice, over the coming years as the tower is actually erected.
The “formula” of scarcity and self-financing
The first is scarcity: the company exploits the fact that Balneário Camboriú has very few available plots on the beachfront, turning each new launch into a kind of rare product, with a strong perception of exclusivity. The second is the lifestyle concept, where properties are sold not just as housing or investment, but as part of a high-standard lifestyle.
The third pillar is direct financing to the buyer. More than 90% of the builder’s transactions occur without the intermediation of traditional banks, with terms and conditions defined by FG itself. This model brings the company closer to a financial operation, complemented by a wide network of partner brokers, incentive campaigns, exclusive events, and pre-launches, which helps explain the 36% jump in the first quarter of 2026.
Balneário Camboriú on the global luxury map
The city of Santa Catarina has been consolidating as one of the most valued real estate hubs in the country, in a movement that goes beyond traditional tourism. For some investors, buying property in Balneário Camboriú has become seen as a form of asset protection, an alternative to the financial market, supported by the square meter being among the most expensive in Brazil and by a scarcity of beachfront area that tends to intensify.
There is, however, another side to this story that often appears little in corporate presentations. The intense pace of skyscraper construction on the coast already generates debates about urban effects, cost of living, shading on the sand strip, and gentrification. These points do not negate the commercial success of the construction companies, but show that the advance of the luxury market in the city has social and environmental implications that go beyond the financial balance of the companies.
From Balneário to Miami
FG’s most recent international step is the opening of an office in Miami, United States, with the aim of attracting foreign investors interested in high-end Brazilian real estate assets. The strategy, according to the company, is not only to sell more units outside the country but also to connect global capital to a portfolio of developments sold as luxury icons.
The construction company also uses international events, such as stages of world motorsport, to gather clients in high-end environments, in actions that mix marketing, hospitality, and relationship. The model is inspired by global luxury brands, which sell more than products, offering experiences and belonging to a restricted circuit of high-income consumers.
What can go right and what can go wrong
On the positive side, FG’s model has demonstrated solid results. The company not only grew in revenue, profit, and market share, but also managed to position a city on the coast of Santa Catarina on the radar of investors from various regions of Brazil and now also from abroad. The fact that more than 60% of buyers are new clients suggests that the base of potential investors is still expanding.
On the risk side, long-maturity projects, such as the Senna Tower, with delivery scheduled for 2033, depend on a series of factors over almost a decade, such as macroeconomic conditions, interest rates, exchange rates, possible regulatory changes, and sustaining demand for luxury real estate. Maintaining the billion-dollar sales pace in such a long scenario and in a market concentrated in a single city is, in itself, a challenge that deserves monitoring over time.
The case of FG Empreendimentos shows how a construction company from Santa Catarina managed to transform Balneário Camboriú into a showcase of a luxury strategy that ranges from beachfront land to an office in Miami. Among billion-dollar figures and the future tallest skyscraper in the world, there is a bold combination of scarcity, marketing, and self-financing that has been yielding results. It remains to be seen how this formula sustains itself in the coming years, amid an unstable economic scenario and an increasing debate about the urban impacts of vertical growth in the city.
And you, what do you think about FG’s bet on the Senna Tower and the expansion to Miami? Do you believe that Balneário Camboriú will indeed establish itself as a global luxury real estate hub, or do you see risks in this focus on high standards? Leave your comment, share how you view the city’s vertical growth, and share the article with those interested in the real estate market, investments, and Santa Catarina.
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