A private dining room run by a Michelin-starred chef, a spa designed exclusively for your pets, or a lift that takes both you and your supercar straight to your penthouse suite. These are not scenes from a futuristic film, but real offerings in the booming world of branded residences — homes conceived and curated by the world’s biggest luxury labels.
For those who want their lifestyle to reflect the same prestige as their wardrobe, fashion houses, carmakers, jewellers, and even entertainment giants are entering the market. Residences by Porsche, Dolce & Gabbana and Disney are joining the ranks of traditional hospitality leaders like Mandarin Oriental, Ritz-Carlton, and Six Senses.
A booming global trend
The concept of branded residences, where buyers live in properties designed, managed, and serviced by luxury brands, has existed for decades. But demand is surging. According to Savills, more than 700 branded residences now operate worldwide, an increase of 180% in the past decade. A further 240 projects are in development this year alone, with Europe expected to see growth of 180% by 2031.
That exclusivity comes at a price. On average, branded homes command a 33% premium compared to non-branded properties. In Dubai, the premium reaches 69% per square foot, yet sales volumes rose 44% year-on-year in 2024.
Beyond hospitality
While hotel groups still dominate the space, non-hospitality brands are racing to catch up. Developers are partnering with car manufacturers, fashion houses, jewellers and even boating companies. Non-hotel residences are expected to grow by 40% in the next seven years, eventually representing one-fifth of the sector.
This competition has triggered an amenities arms race. Miami’s Porsche Design Tower features the patented «Dezervator» car lift, while nearby Bentley Residences will offer a similar supercar-to-skyline experience. London’s Six Senses Residences promise magnesium pools and flotation pods, while The Peninsula boasts an in-house chocolatier and bespoke pet catering.
In the U.S., buyers can opt for Formula One simulators (W Residences, Florida) or treatments from celebrity facialist Ivan Pol, who normally has a year-long waiting list (Mandarin Oriental, New York). Meanwhile, Dolce & Gabbana’s 888 Brickell Residences offer an indoor padel court, a Rolls-Royce house car, and an on-site tailor to keep wardrobes runway-ready.
Risks and rewards
Industry experts caution that not all brands are equally equipped to manage residential life. Kate Donneky of property management firm Rhodium warns that while hotel brands excel at service, automotive and fashion houses face steeper learning curves.
«When the initial glitz fades, there’s a risk reality won’t meet expectations,» she said. «Operating luxury residences requires a specialised skill set beyond engineering cars or designing couture.»
Yet demand suggests buyers remain undeterred. In Marbella, apartments at Fendi Casa doubled in value within two years, while in Portugal’s Algarve, nearly all branded Viceroy Residences have sold out despite prices starting at €800K.
The ultimate status symbol
From Aston Martin sky garages to Baccarat-themed resorts, branded residences are positioning themselves as the ultimate lifestyle accessory. As Robert Green, founder of Sphere Estates, puts it:
«Buyers want unique experiences they can’t get anywhere else — and brands are racing to deliver them.»
With record premiums and growing global appetite, the «brandwagon» of luxury living shows no sign of slowing down.
