The branded real estate market in London (branded residences) has seen an uptick in recent years but compared to other major cities, development has progressed at a more measured pace.
Branded Residences in London
Over the past decade, branded residences in London have experienced steady growth, although they are a less dominant force in the luxury property market compared to other cities like Dubai and Miami.
The steady pace of branded residential development, is not down to a lack of buyer interest, but more due to London’s stringent planning laws, limited development land, high development costs, and in many ways the capitals already mature luxury property market.
Planning Restrictions: London’s stringent planning laws, particularly in historic areas favoured for luxury developments, can slow down the approval process. While London’s planning approval rates hover around 75-80%, cities like Dubai see rates exceeding 90%.
Limited Available Land: Prime central London has less than 5% of its central area available for new luxury developments, compared to 15-20% in cities like Miami or Dubai. This scarcity of land naturally limits the rate of new projects.
High Development Costs
According to a report by Turner and Townsend in 2023, London re-entered the top ten in tenth position, with an average cost of US$4,473 per m2 compared Dubai where the cost is around US$1,800 per m2
Historical and Exclusive Branded Residences in London
London’s branded real estate is truly elite, the branded residence projects have a more traditional distinguished feel about them, with many branded residences in London often situated in the most coveted areas of the city, such as Mayfair, Knightsbridge, and Whitehall, and are housed in iconic listed buildings.
OWO Residences located in London’s former Old War Office (OWO) Grade II* listed Edwardian baroque building situated in the heart of London on Whitehall and opposite Horse Guards, Winston Churchill’s headquarters during World War II.
This architectural landmark is now fully open to the public, with UK’s first Raffles Hotel, 85 unique private residences, nine exciting restaurants, three iconic bars, Guerlain’s first London Spa and active wellness by Pillar Wellbeing.
Six Senses Hotel and Residences London at The Whiteley London. Originally William Whiteley Limited, and later Whiteleys, the building housed what was London’s first luxury department store of 1911.
Residents can expect to arrive at the restored Grade II-listed façade on Queensway, with its famous clock and sculptures showcasing the building’s original heritage and craftsmanship.
Six Senses London will open in a restored art deco emporium with 109 guest rooms and suites and 14 branded residences that offer both an epicenter and escape within The Whiteley London, the redeveloped London icon. This heralds an exciting new opportunity for effortless modern living within its energised Queensway community just steps from Hyde Park.
Other notable examples:
Mayfair Park Residences A Dorchester Collection branded development, situated in the heart of Mayfair, offering residents access to the amenities of nearby 45 Park Lane and The Dorchester.
Twenty Grosvenor Square Managed by Four Seasons Hotels and Resorts, this development in Mayfair provides 37 luxurious homes with comprehensive hotel-style services.
One Hyde Park. One of the pioneers of branded residences in London, associated with the Mandarin Oriental and located in prestigious Knightsbridge.
The Peninsula London Residences Currently under development in Belgravia, this project is set to redefine ultra-luxury living in the capital.
Comparative Development Pace
Branded real estate has experienced an extraordinary decade of growth, with the number of branded residences increasing by 176% according to data from Global Branded Residences, and the highest growth over the pipeline period can be found in the Middle East (+120%) and in Central and Latin America (+89%), with all global regions forecasted to exhibit higher levels of growth to 2030 according to Savills.
London’s growth and pipeline is far away from these figures, however despite this slower growth rate, London maintains a strong position in the global market sitting comfortably in the top 10 with Dubai, Miami and New York leading the charge.
Branded Real Estate in London
Branded residences in London represent a unique segment of the luxury property market, offering residential world class historic buildings, and modern new high rises. They offer unparalleled blend of private ownership and world hotel-style facilties and services standards, provided by some of the world’s best hotel brands.
While the pace of branded residential development may be more measured compared to some of it’s global counterparts, London’s branded residences continue to be highly sought after, thanks to the city’s appeal to high net-worth individuals looking to own luxury branded real estate, in a fast paced, world class city.
The combination of prestigious locations, world-class services, and the association with luxury brands ensures that branded residences in London remain an attractive proposition for discerning buyers from around the world.
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
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- Insight
- Staff Writer
- branded real estate London
