Until recently, branded residences were dominated by hotel chains such as Four Seasons and Ritz-Carlton, but luxury consumer brands are now increasingly leading the sector.
Porsche’s Design Tower in Miami opened in 2017, while Aston Martin’s Residences Miami launched last year, and Jacob & Co’s project on Al Marjan Island in the UAE is due to be ready in 2027.
For such companies, real estate offers a new revenue stream with relatively low risk, as property development partners handle construction, and buyers pay a premium for the aesthetic and exclusivity associated with their brand.
According to BinGhatti, branded apartments are typically between 30 and 40% more expensive than non-branded luxury homes.
Many new branded schemes feature private members’ clubs, wellness facilities and exclusive services – from chauffeured cars and yacht access, to private jet partnerships.
A new tier of branded properties is also being marketed around shared passions like gastronomy, wellness, and even longevity science.
In London, the forthcoming Six Senses Residences in Bayswater, being built by the Six Senses hotel chain, will include a biohacking centre. This will offer therapies including as cryotherapy, or extreme cold treatment, which is marketed as boosting energy levels and enhancing skin tone.
Meanwhile, in Texas, Discovery Land Company’s upcoming residential Austin Surf Club is centred around a vast man-made surf lagoon.