SIR, Feb 10, 2025
The biggest names in luxury are expanding into residential developments. What’s on offer is a curated, wraparound lifestyle
Today’s branded residences are havens that entice both brand loyalists and clients seeking a like-minded community. A branded residential property has subtle details that impart authenticity to every facet of living there. It might be in the stitching on a leather couch that echoes the craftsmanship found in a prized sports car, or bathroom fixtures that resemble a favorite handbag from an Italian boutique. Simply put: today’s buyers want to live in style.
“The landscape of branded residences is expanding rapidly,” says Alexandra Hare, vice president of development marketing, Sotheby’s International Realty Development Advisors. “Renowned names in luxury goods are now redefining residential experiences, offering distinctive lifestyle amenities and cutting-edge designs to cater to the discerning tastes of today’s luxury consumer.”
Branded residences have existed for several decades but the trend notably picked up during 2020, according to global architecture firm WATG. Since then, the firm has tracked 84 new projects that have opened around the world. As of 2024, the global branded residential market is valued at US$66 billion, according to a 2024 study by Luxonomy, which provides insights into the luxury industry. It found that in the past decade alone, the number of branded residences has increased by 150%.
Miami, Florida and Dubai, in particular, have emerged as key test markets. In 2017, Bulgari Residences debuted in Dubai, marking the first residential project from the Italian jewelry brand. And 888 Brickell Dolce & Gabbana, a 90-story tower in Miami, is the Italian fashion brand’s first residential project in the U.S. Both cities are synonymous with the lavish lifestyles favored by buyers of these prestigious brands.
“Latin American buyers, who make up a large part of Miami’s demographic, love brands and branded residences,” says Miami-based Ignacio Gonzalez-Arias, global real estate advisor and business development, ONE Sotheby’s International Realty. “The Miami buyer wants to buy into a project that is also an experience.”
While brands once only collaborated on residential projects with hotels, standalone developments are increasingly common. The desire for privacy and intimate experiences has heightened this demand. Brand-name condominiums offer resort-style living without the transient nature of a hotel. Standalone projects can also be lucrative for developers, as branded residences fetch higher prices. Buyers pay more up front for a name that is linked to high-quality service and craftsmanship, top-notch design and bespoke amenities. What a hotelier brings to the table when they create a branded residence is obvious, but the lifestyle experience of luxury brands such as Dolce & Gabbana, Fendi or Baccarat is more nuanced.
“Dolce & Gabbana is a great example of a seamless lifestyle transition,” Gonzalez-Arias says. “It already has a furniture and accessories line, Dolce & Gabbana Casa, and has been a part of beach clubs in Spain and Italy, so it has experience in the hospitality world. If you see Dolce & Gabbana’s latest shows in Italy, it is not just about fashion but about lifestyle. It excels in custom-made, handcrafted clothes and has a deep connection to Italian history and a very loyal clientele. With this residential project, we’re selling the lifestyle above all.”
This comes in the form of travertine flooring sourced from Italy, while the entrance is punctuated by decorative golden beads, similar to the brand’s necklaces and handbag hardware. It’s these subtle details that draw in customers and command a premium. “Buying into a brand often guarantees quality,” Gonzalez-Arias says.
In Switzerland, where branded residences are quite new, Steiger & Cie Sotheby’s International Realty recently launched Fendi Private Residences Crans-Montana, outfitted by Fendi Casa, the brand’s home and decor line. When you work with Fendi, explains Florian Steiger, co-founder, Steiger & Cie Sotheby’s International Realty, the brand uses its go-to architect, Marco Costanzi, to design, renovate or recreate spaces, who is also responsible for the design of Fendi boutiques.
In some projects, the brand tie is much more evident. Baccarat, the French crystal glassware company founded in 1764, now sells high-end home decor, lighting and jewelry. The first Baccarat Hotel and Residences opened in 2015 in New York City. From the restaurants to the bedrooms and palatial apartments, the property feels like a Baccarat boutique. In Dubai, the Baccarat Hotel and Residences, set for completion in 2026, will include 144 hotel rooms and suites and 49 branded residences, offering two- to four-bedroom apartments and four- and five-bedroom penthouses.
Luxury and ultra-luxury condominium buildings are akin to checking into your most anticipated vacation destination, chock-full of amenities and round-the-clock services. The 115,000 square feet of amenity space at 888 Brickell Dolce & Gabbana includes a 4,000-square-foot pool deck, a swimming pool, three signature restaurants, a Dolce & Gabbana-branded spa, a cigar room and a fitness center. Additional services include custom tailoring—a resource that might entice the most discerning fashion devotees. Beyond the prestige of their designer addresses, branded residences serve curated living experiences on a silver platter.