Branded Residences

Branded Residences are a growing trend in the real estate market, where a brand partners with a

developer to offer exclusive living spaces. The brand licenses the developer to market and sell residences

that carry their prestigious name, combining luxury with the distinctive appeal of a trusted brand.

Branded residences offer the ultimate living experience - a condo with a full suite of amenities from

co-working spaces, wellness centers to private screening rooms and art studios. These residences come

with first class hotel services and elegant refined design. With these top-tier accommodations,

it is no surprise that demand for these high-end living spaces is rocketing.

In a post-pandemic world, homebuyers are seeking more than just space. They want a lifestyle experience, and they view their home as a reflection of their personal style and aspirations. It’s about the comfort and exclusivity of having a private sanctuary that also offers the convenience of five-star hotel services, making life as easy as possible.

According to a 2024 report by Savills, a global leader in real estate services, the branded residential sector has grown significantly in the last decade. Branded residential projects have increased by more than 160 percent, with 690 projects completed by mid-2024, and an additional 600 expected by 2030.

The branded residential market largely caters to those who want convenience. Buyers desire a home that not only meets their design standards but also fulfills every practical need, from services to amenities. The “luxury living today is service” mantra rings true for this market. Serviecs such as housekeeping. in-residence dining, transportation, and valet are major attractions.

Above all, this luxury living lifestyle offers operational efficiency. Buyers appreciate the hands-off lifestyle where the brand manages daily operations and services, ensuring a seamless living experience.

In addition to these services, another major draw of branded residences is the opportunity to move into fully furnished, exquisitely designed spaces. Buyers are increasingly lookin g for turnkey homes that are hassle-free yet still offer exceptional luxury.

For example, the St. Regis Residences in Miami, part of the Related Groups’ portfolio, features architecture by Robert A.M. Stern Architects and interiors by Rockwell Group. This blend of classic, ocean liner elegance and modern skyscraper allure exemplifies the level of design and sophistication that buyers can expect from these properties.

For developers and brands, offering branded residences can bring significant financial advantages. These residential components often enhance the profitability and stability of a project, making them a valuable investment opportunity. As Chris Meredith, Group Head of Residential at Four Seasons, points out, the association with a luxury brand helps drive sales, as many buyers are already familiar with and trust the brand before purchasing a residence

In fact, brand recognition plays a significant role in driving sales. According to Mandarin Oriental, 95 percent of buyers have had prior experiences with the brand before purchasing a residence, while Montage reports that 60 to 70 percent of its buyers are already familiar with the brand. For thsoe who aren’t, many already own a second home or a branded residence elsewhere.

While many branded residences are located alongside their hotel counterparts, there is also growing demand for standalone branded residences that cater to buyers seeking luxury primary homes. The U.S. market, in particular, has seen an increase in interest. Branded residences have hit an inflection point, with brands from industries like fashion, automobile and food and beverage developing their own properties. Data from Savills predicts that more than 200 brands will be active in the branded residential market within the next five years.

As Necrason, a real estate expert, aptly puts it “it’s not price per square foot; it’s lifestyle per square foot.” Buyers are not just purchasing property; they’re buying into a unique lifestyle, and they’re willing to pay a premium for that experience.

Branded residences offer more than just a place to live - they provide and unparalleled blend of luxury, convenience, and exclusivity, making them an attractive option for affluent buyers seeking a livesytle that aligns with their aspirations. As the sector continues to evolve. It’s clear that branded residences will remain a key player in the world of luxury real estate.