Branded Residences: A New Format for Living and Investing

In recent years, the definition of luxury has undergone a profound transformation. Not long ago, wealth was measured primarily by tangible possessions — cars, watches, accessories. Today, the focus has shifted toward lifestyle. What matters now is the ability to curate a personal experience: bespoke impressions, access to private communities, alignment with a brand’s values, and overall quality of life. This shift has become the driving force behind a new segment in the real estate market.

Hoteliers, fashion houses, and developers quickly picked up on the trend. New projects transcend traditional housing: the emphasis is not on square meters, but on complete ecosystems where service, infrastructure, and brand philosophy converge. According to expert estimates, the number of HNWIs — individuals with assets of $30 million or more — has grown by over 20% in the past five years. This is the most mobile demographic: they operate across jurisdictions, live between countries, and prefer formats in which a home becomes part of a global network of branded residences.

Back in 2011, the Financial Times catalogued 169 such projects, primarily managed by Four Seasons and Ritz-Carlton. Today, their tally exceeds 600, and by 2030 it is forecast to top 1,000. The structure of the market is also changing. While hotel chains once dominated, names such as Armani, Bulgari, Fendi, Aston Martin, Porsche, Bentley, Baccarat, and Cipriani are now aggressively entering the segment. According to Savills, non-hotel brands already account for 17% of the market — and the share continues to grow.

Market data shows that branded residences sell at an average 30% premium over comparable unbranded projects and remain resilient even in times of economic turbulence: demand proves remarkably resilient during crises. Over a five-year ownership horizon, these properties deliver 8–10% higher appreciation than the market average. The added costs underscore exclusivity. As one Property Vision broker put it: “It’s like asking how much it costs to maintain a yacht. If you need to ask, it’s not your segment.”

In prime hubs like Miami and Dubai, a veritable arms race has begun. A pool or fitness center no longer suffices. Buyers are being offered biohacking, cryotherapy, culinary clusters, and even artificial surf waves. As Knight Frank analysts point out, a logo on the façade is no longer enough. What matters is a fully realized environment where a community forms and trust is nurtured.

The next evolution of this segment is illustrated by purpose-driven projects — residences built around shared values and lifestyles. The model is reminiscent of exclusive golf clubs, but in new niches: yachting, gastronomy, equestrianism, wellness, and longevity. Nearly a third of upcoming non-hotel projects already target these communities. A few notable examples:

Les Bordes, France. A gated estate featuring Six Senses residences, where owners can keep their own horses and enjoy equine spa services.

SHA Emirates, UAE. 137 residences with nutritionists, mindfulness instructors, and hydrotherapy.

Six Senses London (The Whiteley). Units starting at £1.5 million, with a focus on biohacking and restorative practices.

As experts emphasize, for the wealthiest buyers a home must now not only impress, but also heal. True luxury is restorative sleep, hormonal balance, and a community of neighbors who share training and wellness practices. IHG Hotels & Resorts confirms this trend: “People want to live among like-minded peers. Everyone is busy, always on the move — community is becoming more valuable.”

The key destinations speak for themselves.

London. The OWO Residences by Raffles, Bulgari Residences in Knightsbridge, Six Senses London. Prices reach £40,000 per square meter.

Miami. Baccarat Residences, Cipriani, Aston Martin Residences, Porsche Design Tower with its iconic “Dezervator” car lift. According to Forbes, Miami ranks among global leaders in branded residence transactions.

Dubai. Bulgari Lighthouse, One&Only One Za’abeel, Dorchester Collection. The market premium exceeds 40%. More than 50 projects are already complete, and the figure will double by 2030.

Istanbul. Mandarin Oriental Etiler and Four Seasons Bosphorus are cementing Turkey’s status as an emerging hotspot.

Luxury today transcends possession. It is experience, seamlessly woven into lifestyle. Buyers are not seeking only beautiful interiors, but five-star service and the sense of belonging to a club. The lines between sectors are blurring. Armani, Bulgari, and Fendi are moving into hospitality. Aman has launched furniture and cosmetics; Equinox Hotels sells sleep systems and wellness products; The Standard develops e-commerce and pop-up retail. An apartment serves as a portal into the brand’s world, while the brand itself gains a new dimension.

Branded residences, then, are emerging as a standalone segment of prime real estate with its own dynamics. For developers, they mean rapid sales and higher margins. For brands, they amplify trust capital and expand ecosystems. For buyers, the greatest value lies in lifestyle, community, and investment resilience. Given the global mobility of wealthy clients and their orientation toward shared values, the format is poised to gain further momentum. Both Knight Frank and Savills agree: the segment will continue to outperform the market in both growth and investment appeal. London, Miami, Dubai, and Istanbul have already become showcases of this new luxury. Others are catching up — including Tashkent, where the first international branded projects are expected in the coming years. Here, the format holds particular promise: the city’s momentum and growing demand for lifestyle solutions make for fertile ground.