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Branded residences are rewriting the definition of global luxury real estate. No longer confined to the private domains of five-star hotels, these lifestyle-driven developments have become the apex of living where design heritage, elite service and brand prestige come together in one complete residential experience. What may have started as an experiment in hospitality-led real estate has evolved into a multi-industry movement, with luxury brands from fashion ateliers to automotive icons lending their DNA to brick-and-mortar spaces.
They reflect what discerning individuals now value: curated spaces that deliver comfort, security and a sense of belonging to something more rarefied and storied.
The 2024–2025 Savills Branded Residences Report shows this trend in black and white. Last year alone saw 240 new branded residence projects launch, which is the most in the sector’s history. The pipeline now stands at over 1,500 globally, and growth is accelerating at a rate few other real estate sectors can match, with an 11-16% compound annual growth rate since the millennium.
The Asia Pacific region has been an emerging player and is about to take centre stage. The region is on track to match, if not surpass, North America’s market share in the next decade. For globally mobile UHNWIs, the future of luxury living is increasingly being shaped by branded experiences, and it’s now being driven in the East.
Image: Bugatti Residences, Dubai
What Are Branded Residences?
Branded residences are the haute couture of real estate. Forged through partnerships with luxury brands from the hospitality, fashion, automotive and design sectors, these properties do more than offer premium real estate. They deliver a curated lifestyle that is part aspiration and part artistry.
Every detail is deliberate. From bespoke finishes to brand-specific interiors, these residences embody the DNA of the brands they represent, whether it’s the tailored elegance of Armani, the aerodynamic precision of Aston Martin, or the timeless service culture of the Four Seasons. It’s this fusion of identity and innovation that sets branded residences apart from traditional high-end developments. And buyers are willing to pay for it.
Branded residences command a premium, with prices 30-50% higher than comparable non-branded properties. The global average is 33%, with select emerging markets achieving premiums of 45% or more. They are investments in design, service and symbolic capital.
Image: Armani Beach Residences, Dubai
Types of Branded Residences
Branded residences have redefined luxury real estate through architecture and the promise of an exceptional experience. In this rarefied segment, the address matters, but so does the label on the door.
Branded residences typically fall into three distinct categories:
- Hotel-Branded Residences (79%): The backbone of the sector, these developments – think Four Seasons – offer residents access to the five-star services of world-class hotels, including 24-hour concierge, valet, housekeeping and in-residence dining. Hotel-Branded Residences marry hospitality with homeownership in a way few other asset classes can.
- Standalone Branded Residences (12%): This fastest-growing segment operates independently of hotels yet retains the allure and service hallmarks of their parent brands, offering a more intimate experience. Ritz-Carlton has emerged as a leader in this space, with standalone projects now accounting for over a third of its global portfolio.
- Non-Hotel Luxury Brands (21%): Names like Bentley, Elie Saab, Armani and Pininfarina have translated their design DNA into residential, creating distinctive living environments that resonate with brand loyalists and design-conscious buyers alike.
Image: Karl Lagerfeld Villas, Dubai
Global Trends Shaping the Market
Savills’ research shows that the branded residence sector has grown by 180% in the past decade, with 60 new brands expected to enter the space by 2030. Non-hotel brands now account for 21% of the global market, reflecting a broader demographic and lifestyle appeal.
Dubai is the most active branded residence market globally, followed by Miami, New York, London and Phuket. New geographies are also emerging, including Singapore, Vietnam, Tanzania and Romania, signalling that the sector’s global footprint is maturing. Residential sales in these key markets remain strong, driven by exclusive amenities and prime locations.
- Dubai is the premier branded residences market, boasting prestigious developments such as Mayfair Park Residences, Ritz-Carlton Residences, and new projects like Karl Lagerfeld Villas, Bugatti Residences and Mercedes-Benz Places by Binghatti. The Dubai market is characterised by high-end design, luxury amenities and properties in prime areas often adjacent to world-class hotels and landmarks.
- Miami is a waterfront luxury hub with developments like Bentley Residences, Armani/Casa Residences and Four Seasons Private Residences offering residents stunning Biscayne Bay views and unprecedented amenities. Branded residences in Miami are situated in Miami’s most desirable neighbourhoods, including the Brickell Financial District and the exclusive oceanfront enclave of Sunny Isles Beach, offering a life of luxury and convenience.
- London boasts iconic developments such as The Residences at The Ritz-Carlton, Mandarin Oriental Residences and Fairmont Residences, blending British sophistication with international luxury standards. Park Lane is a prestigious address for luxury residences, with many properties situated adjacent to Hyde Park and upscale hotels.
- New York residences, including branded and private developments, are situated in iconic buildings and adjacent to landmarks, attracting buyers seeking exclusivity, investment potential and a world-class lifestyle in Fifth Avenue and other prime locations across Manhattan.
- Singapore is an emerging market benefiting from its status as a global financial hub, attracting significant interest from international developers. The city-state’s stable political environment and strategic location make it an ideal destination for branded residences, with developments such as St. Regis Residences, Ritz-Carlton Residences, Pullman Residences, and W Residences Marina View leading the market.
Image: Mercedes Benz Places, Miami
Branded Residences in Singapore
Branded residences in Singapore offer a rare fusion of prestige, architecture and service, where globally renowned names lend their signature style to the city’s most coveted addresses. Developments here cater to a growing pool of affluent local and international buyers seeking sophisticated, well-managed luxury homes.
Part of the W-branded residences family, this development embodies the brand’s bold and expressive design. For the young-at-heart luxury buyer, it provides social experiences, high design, and a beautiful waterfront location.
One of the most well-known branded residences in Singapore, this project redefines high-rise living with privacy, exclusivity and exceptional service. As part of the Ritz-Carlton branded residences portfolio, it benefits from one of the strongest global brand equities.
St. Regis Residences
Located along Tanglin Road, this is one of the first branded residences in Singapore. With easy access to the neighbouring five-star St. Regis hotel’s services and refined finishes, this property is ideal for those seeking timeless luxury in a central location.
Pullman Residences
Pullman Residences Newton brings a modern style to Singapore’s branded residences. It offers 24-hour concierge, smart home features and access to Pullman’s global hospitality perks.
