Branded condos, also known as branded residences, are a fast growing and exciting segment of the luxury real estate market. Branded properties combine the prestige of world class brands with the comforts of private home ownership, offering homeowners an exclusive living experience that combines services and facilities normally expected in luxury five-star hotels, but with the privacy of a personal home.
This comprehensive guide explores the world of branded condos, the features, market trends, and what potential buyers should consider before purchasing branded real estate.
Branded Condos Definition and Key Features
Branded condos are luxury residential properties that are associated with the name and reputation of a well-known brand. It is important to understand that there are key differences between branded real estate and traditional real estate. Branded homes are in the prime category of real estate. Super luxury homes with world class services and facilities.
These developments can be characterised by the following key touch points:
- 1. Brand association: Association with a luxury hotel chain, fashion house, or lifestyle brand
- 2. High-quality amenities: Access to premium facilities often found in 5 star luxury hotels
- 3. Professional management: Expert property and service management
- 4. Premium design and finishes: High-end interiors and exteriors reflecting brand standards
- 5. Price premiums: Normally higher prices compared to non-branded properties
Types of Branded Condos
Branded condos can be broadly categorised into two main types:
Hospitality Branded Condos
Associated with luxury hotel chains
- Offer hotel-like services and facilities
- Often part of mixed-use developments including an onsite hotel
- Typically managed by the hotel brand
- Examples: Four Seasons Private Residences, Ritz-Carlton Residences, Aman, Marriott. However in reality we are now seeing almost every hotel brand in the world participating in the sector.
Non Hospitality Branded Condos
Associated with luxury lifestyle, fashion, or automotive brands (e.g., Armani, Porsche, Fendi, Aston Martin and Mercedes)
- A focus on brand-specific design and lifestyle experiences
- Highly designed interior spaces and furniture packages
- May offer unique amenities related to the brand (e.g., car elevators in Porsche Design Tower)
- Often managed by third-party property management companies
- Commonly associated with both luxury fashion brands and car makers
Key Differences
- Service level: Hospitality brands typically offer more extensive services
- Design focus: Non-hospitality brands often emphasise brand-specific design elements
- Management: Hotel brands usually manage the property, while non-hospitality brands may outsource management
For more detailed information on all types of branded residences, non hospitality and hospitality branded we recommend you read our article. What are branded residences The Definitive guide 2024
Market Growth and Statistics
Some key data points is that the number of branded residence schemes globally has increased by 230% in the last decade. There were 640 branded schemes open and operating worldwide as of 2022, with an additional 635 schemes planned to open by 2027, potentially doubling the current supply.
The sector is projected to exceed 1,100 schemes in more than 60 countries by 2027. Source Savills
However we expect the figure to be far greater, 2024 has seen continued growth that is actually faster than most commentators predicted. It is important to note also that forecasts should only be looked at from experienced well established consultancies.
In recent years we have seen an influx of new branded residences “specialists” and data from these companies potentially could not be as reliable as the established companies.
However the one guarantee is that branded residential development is growing at a stunning rate.
Other key statistics
Hospitality brands dominate the market, accounting for the majority of completed schemes and approx 70-80% of the current pipeline, however this likely to trend downwards, with more and more non hospitality brands entering the market, and property developers increasingly attracted to the non hospitality branded market
Marriott International leads the sector with the most branded residences, followed by Accor and Four Seasons.
Branded Condos Project Examples
Honestly speaking it is almost impossible to give a full overview and pinpoint notable examples, due to the vast array of stunning branded residential developments that are either under development or have been completed, but here is a small sample of some of our favourites.
Aston Martin Residences, Miami (Non-Hospitality):
- 66-story luxury condominium tower in downtown Miami
- 391 residences ranging from 698 to 18,811 square feet
- Interiors feature Aston Martin Home Collection by Formitalia
- Amenities include a super yacht marina, art gallery, and virtual golf room
Four Seasons Private Residences, London (Hospitality):
- Situated at Twenty Grosvenor Square, a historic Mayfair address
- 37 luxurious residences
- Amenities include a wine cellar, garden library, and private treatment rooms
- 24/7 Four Seasons service and concierge
Porsche Design Tower, Miami (Non-Hospitality):
- 60-story oceanfront tower in Sunny Isles Beach
- Features patented “Dezervator” car elevator allowing residents to park their vehicles next to their apartments
- 132 units with sizes ranging from 4,800 to 17,000 square feet
- Amenities include a spa, ballroom, and movie theatre
The Residences at Mandarin Oriental, Bangkok (Hospitality):
- 146 waterfront residences along the Chao Phraya River
- Two to four bedroom units and penthouses
- Access to Mandarin Oriental’s legendary service and amenities
- Infinity pools, fitness center, and private resident’s clubhouse
Popular Locations
Branded condos continue to gain traction in almost all countries and cities worldwide:
United Arab Emirates
- Dubai leads with numerous branded residences
- The Palm Jumeirah hosts many branded residential developments, but all of Dubai is seeing mass development, and it leads the way globally
United States
- Miami: Home to almost every major brand including. The Ritz-Carlton, Four Seasons, Porsche Design Tower, Aston Martin Residences, and Missoni Baia, Miami leads the way in America
- New York City: Features residences and branded homes by Baccarat, Six Senses, and Aman
- Los Angeles: Rising market with projects like Four Seasons Private Residences and Mandarin Oriental Residences available.
Thailand
- Bangkok: Significant growth with projects by Ritz-Carlton, Four Seasons, and Banyan Tree
- Phuket: Emerging destination for luxury branded residences, but it does not have the growth that many commentators claim, we have seen a trend of projects initially launched as condos and then re-launched as branded residences, buyer beware. However with this said Phuket does have some stunning developments including Amanpuri and the recently launched Standard Residences
United Kingdom
- London: Hosts high-profile residences by Four Seasons, OWO Residences by Raffles.
- Whilst London’s growth has been more measured the UK capital has representation by all of the major brands and the branded condos and apartments are of the highest quality. Manchester recently got it’s first branded residences with W Residences
Spain
- Marbella: Emerging hotspot attracting luxury brands like Fendi Casa and Karl Lagerfeld, and Lamborghini mainly with luxury branded villas.
- Spain in general is becoming a sought after destination for luxury homes, Malaga, Barcelona as well Marbella being the most popular areas
Mexico
- Los Cabos: Growing market with projects by Four Seasons and Ritz-Carlton
- Riviera Maya: Emerging destination featuring brands like Nobu and Banyan Tree
Vietnam
- Development throughout the country, Danang and Hanoi seeing most development
Summary
Branded condos are prime luxury real estate with brand prestige, they offer lifestyle that combines the comforts of home ownership with facilities and services commonly found high-end hotels.
The appeal of branded residences lies in their promise of quality, service, and status. However, potential buyers must carefully weigh the benefits against the premium costs and potential limitations.
As with any significant real estate decision, thorough research, professional guidance, and careful consideration of personal needs and financial goals are essential.
As the luxury real estate market evolves, branded condos are likely to play an increasingly significant role for property purchasers looking for a unique blend of prestige, comfort, and service in some of the world’s most desirable locations.
The future of branded condos looks bright, with continued innovation in design, technology, and services, along with new brands entering the sector, it is raising standards and quality of the developments which is elevating the luxury living experience even further.
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BRESI is the world’s first platform dedicated to the selling and marketing of branded residences. BRESI is an exclusive platform for owners, developers, and hotel groups to promote luxury branded residences
Our goal is to highlight the best branded real estate for sale around the globe, and to provide insight and news from the luxury real estate sector
DISCLAIMER: All information in this article is for information purposes only. For more detailed information please visit the links cited in the article. BRESI claims no copyright to any of the images.
- Cover Image Missoni Sky Residences Image Courtesy of Missoni
- Staff Writer
- Insight
- What Are Branded Condos
