The Rise of Branded Residence

Branded residences continue to thrive, with over 650 schemes globally and more than 100,000 units in operation. The market is dominated by North America and the Asia-Pacific regions, accounting for 60% of completed schemes. Europe, however, is catching up, with a surge in new developments, including several high-profile projects in London, Milan, and Dubai.

Luxury hotel brands such as Four Seasons, Ritz-Carlton, and Aman lead the way, offering homeowners unparalleled amenities and lifestyle services. Meanwhile, fashion and automotive brands are entering the space, catering to a growing appetite for unique and highly personalised living experiences. A prime example is the Fendi Private Residences in Switzerland, showcasing the fusion of high fashion and high-end living.

This segment is driven by the promise of exclusivity, brand prestige, and robust returns, with branded residences often commanding a premium of 30% to 40% compared to non-branded properties.

To read more about Branded Living check out Sotheby’s International Realty 2025 Luxury Report.