Pura Vida Miami, South Florida’s premier all-day cafe and wellness brand, has opened its first flagship location in the heart of the historic Coconut Grove neighborhood. Marking a major milestone for the Miami-born brand, the expansive 6,000-square-foot space at 3000 Grand Avenue is now Pura Vida Miami’s largest outpost yet and introduces the brand’s new gelato concept. This flagship location reflects years of thoughtful growth and intentional evolution, serving as a central hub for the community, where Pura Vida Miami’s signature experience is elevated in every detail—from design and layout to new culinary innovations.
“Our 34th and most stunning location yet, our Coconut Grove flagship brings an elevated design and the exclusive debut of our better-for-you gelato — a true celebration of everything we love. In designing Coconut Grove, we set out to create a space that feels both refined and effortless, where every detail — from the finishes to the flow — reflects the lifestyle that defines Pura Vida Miami and sets the tone for how the brand is evolving visually. Our goal is to cultivate environments that are warm, welcoming, and deeply connected to the communities we serve — and we hope to bring just that to the Coconut Grove neighborhood.” Said Jennifer Horev, Chief Brand Officer of Pura Vida Miami & Horev Hospitality.
As with all Pura Vida Miami locations, wellness goes beyond just nutritious food; it’s about creating an all-encompassing, exceptional dining experience that fuels both body and mind. This flagship location embodies the brand’s ethos with an elevated design, featuring natural stoneware and organic textures throughout—including travertine, Taj Mahal quartzite, and Venetian plaster—alongside custom furnishings and high-end finishes. Woven grass pendants add a soft, natural warmth from above, complementing the raw, tactile materials used throughout the space, while stone walls subtly evoke the raw, sculptural beauty of a Mediterranean grotto. The space is defined by soaring 30-foot ceilings and anchored by a large banyan tree situated at the heart of the store, reinforcing the connection to nature and the neighborhood’s native lush surroundings.
A new Market Display has also debuted at this location, highlighting Pura Vida Miami’s expanding product line—from clean protein bars and wellness-focused snacks to apparel, homeware, and signature scent. Designed by Chief Brand Officer Jennifer Horev, the flagship features an airy, open-floor layout that seamlessly connects indoor and outdoor spaces—an inviting setting where guests can relax and connect at any time of day.
The Coconut Grove Flagship exclusively debuts the brand’s newest concept: Gelato by Pura Vida Miami. Rooted in tradition and developed with the same unwavering dedication to health, wellness, and clean ingredients, this “better-for-you” gelato honors the flavor and texture of traditional Italian gelato—crafted in-house, naturally sweetened with trehalose, entirely gluten-free, and free from refined sugars. Made fresh daily with consciously chosen, high-quality ingredients, every detail is designed with intention, allowing guests to indulge without compromise.
Signature flavors include Salted Pistachio, Chocolate Hazelnut, and Welcome to Miami—inspired by one of Pura Vida Miami’s beloved smoothies—served in house-made gluten-free waffle cones with pure, homemade chocolate. For those on the go, these signature flavors, along with Fior di Vanilla, will also be available in to-go pints, offering a taste of Gelato by Pura Vida Miami at any time of day.
The Coconut Grove neighborhood can anticipate Pura Vida Miami’s thoughtfully curated menu, featuring its famed All-Day Breakfast offerings—highlighting a range of avocado toasts and pasture-raised eggs, each paired perfectly with artisanal coffee, matcha drinks, and teas. Clean, chef-driven salads can be customized with high-quality proteins, alongside colorful wraps, sandwiches, and bowls with diverse bases and proteins to accommodate various dietary preferences. An array of superfood smoothies, cold-pressed juices, wellness shots, açaí bowls, and fresh-baked goods further enhance the menu, ensuring there’s something for everyone—whether vegan, vegetarian, or gluten-free. With the launch of its flagship in Coconut Grove, Pura Vida Miami delivers its "Health is Happiness" philosophy that seamlessly blends nutritious dining with a vibrant, community-driven atmosphere.
“We are incredibly excited to debut our flagship location in Coconut Grove, a milestone that marks the evolution of not only our brand but also the city of Miami. We carefully chose this historic neighborhood as it is one of the fastest-growing areas of the city, and we found an incredible opportunity to be part of its transformation. Not only will this be our largest location to date, but it will also introduce our new gelato concept—a project we’ve worked tirelessly to perfect. This flagship will serve as the heartbeat of the brand, seamlessly blending our values of health, community, and sustainability into a space where friends and neighbors can gather, nourish themselves, and enjoy an elevated dining experience.” Said Omer Horev, CEO and Founder of Pura Vida Miami & Horev Hospitality.
Founded by husband-and-wife duo Omer and Jennifer Horev, the brand was born out of their need for healthy, all-day dining options—a vision that has since fueled its expansion to over 30 locations across South Florida and into New York. What started as a small passion project has transformed into a wellness empire, redefining how communities view healthy dining—prioritizing high-quality ingredients, accessibility, and an environment that supports a balanced lifestyle—all while creating over 1,500 careers across South Florida and most recently, New York. Since opening in 2012, Pura Vida Miami has grown from a single café in the South of Fifth neighborhood into a leader in South Florida’s health and wellness space.
Images via Pura Vida