In light of the incredible press coverage and interest that the recent launch of Porsche Design Tower Bangkok has received, we take a look at the why car brands are increasingly becoming involved in branded residences, and discuss the benefits and features of luxury “car branded residences“
From Porsche to Aston Martin, luxury car industry giants are leveraging their design skills and brand prestige to help create homes, that are as luxurious and innovative as their vehicles.
One point to emphasise here before you begin shouting “what do car brands know about property development and construction” The car brands and designers are not building the projects, they are partnering or licensing their brand name to experienced property development companies who will be building these projects.
The brands are offering among many things, design excellence, branding and marketing services. We will cover this in more detail throughout the article.
Branded Residences and Automative Brands
Traditionally, hotel chains like Four Seasons, Ritz-Carlton, and Mandarin Oriental have dominated this sector, offering five-star hotel services in private residences. However, in the last 2-3 years luxury car brands have begun moving into the luxury residences sector, bringing with them a fresh perspective on design, technology, and luxury lifestyle.
As side note, many car brands have already diversified into furniture design, with the likes of Bentley, Aston Martin, Mercedes, Bugatti and Ferrari all having furniture lines that include luxury sofas, arm chairs and dining room furniture.
What is a Branded Residence
It has to be said luxury car brands and real estate, does split opinion within the industry. Many branded residential professionals and developers feel that a branded residence is only worthy of this title, if there is an onsite hotel that offers homeowners luxury hotel like services and amenities.
Those of this opinion, also feel the same way about standalone branded residences and non hospitality branded, from the likes of FENDI or Armani for example. You can read about Standalone and Non Hospitality Branded Residences here
However when you strip it down, branded real estate that is marked and associated with a brand, is normally extremely exclusive, exceptionally designed and offers world class services and amenities, whether there is an onsite hotel or not.
The great thing about new brands entering the market, is that it allows more choice for property investors, some people may not want to live in a hotel branded residence, but still want a home that is associated with a prestigious brand. This can only be a good thing for all involved in the luxury branded real estate market.
Are Porsche designed sunglasses not sunglasses because they were designed by a car maker?
Why Car Makers Diversifying into Luxury Real Estate
The motivation behind a move into real estate and car branded residences is multifaceted
Brand Extension
For luxury car manufacturers, branded residences represent an opportunity to extend their brand beyond the automotive sector. It allows them to create new touch points with affluent customers.
Diversification Means Additional Revenue
In an era of changing automotive landscapes, diversification into real estate brand licensing and design provides these companies with new revenue streams.
Lifestyle Appeal
Car companies are not just selling cars; they’re selling a lifestyle. Being involved in branded residences allows them to create a different experience, but that experience still stays true to brand values, style and aesthetics
A New Marketing Platform
High-profile real estate projects serve as a powerful marketing tool, reinforcing brand prestige and visibility if done correctly. The Porsche Design Tower Bangkok has seen a blast of worldwide coverage from traditional media, real estate media and national TV within a day of launch. They create intrigue and talking points.
Targeting of Affluent Customers
Branded residences provide a unique way to engage with high-net-worth individuals who are already customers and have brand loyalty, but also new potential customers for both their vehicles and luxury homes.
Car Branded Residences. What Do Car Makers Contribute Development
Exterior Architecture
Car manufacturers are known for their attention to aerodynamics and sculptural forms, and these elements often translate into the exterior design of residential projects. The sail-like shape of the Aston Martin Residences in Miami, for instance, echoes the flowing lines of Aston Martin cars. Similarly, Pininfarina’s projects often feature fluid, wind-swept forms that recall their automotive designs.
Interior Design
The interior spaces of these luxury developments often serve as a showcase for the materials and design elements associated with the brands cars, as well as in house furniture lines. For example:
- Leather, aluminium, and carbon fibre – materials commonly found in luxury cars – are frequently used in interior spaces.
- Custom furniture and fixtures designed by the car brands’ design teams are a common feature, allowing residents to truly live in a space that embodies the brand’s aesthetic.
- Color palettes often reflect those used in the brands’ vehicles, creating a subtle but pervasive brand presence.
Innovative Amenities and a Fresh Perspective
Perhaps one of the most exciting aspects of car-branded residences is the innovative amenities they introduce. The Porsche Design Tower’s “Dezervator” is a prime example, allowing residents to park their cars right next to their living spaces, regardless of which floor they’re on. Bugatti Residences and Lamborghini are also creating showroom spaces, and private lifts for cars in the home, “Spas for Cars”
Branding Elements
While the goal is usually to create a subtle brand presence rather than an overwhelming one, these projects do incorporate brand elements in various ways:
- Use of signature colours in common areas
- Incorporation of brand logos in design elements
- Display of classic or concept cars in lobby areas
- In some cases, the overall shape of the building itself may echo brand elements, as with Bugatti’s plans to incorporate their horseshoe shape into their Dubai project
Key Players
As to be expected “car branded residences” are associated with the finest names in the automative industry. The car brands involved with branded residential projects currently are:
- Aston Martin
- Tonio Lamborghini
- Bentley
- Mercedes Benz
- Porsche
- Pininfarina
- Bugatti
- Pagani
Car Branded Residences The Projects
Porsche Design Tower Bangkok
Launched just one week ago (August 2024) Porsche Design Tower Bangkok
This project features 22 exclusive duplex and quadplex ‘Sky Villas’ ranging from 525 to 1,135 square meters, designed to set a new benchmark for luxury living, with an average price of USD 15 million and up to USD 40 million
A striking feature of the Porsche Design Tower Bangkok lies in the integration of “Passion Spaces” – the ultimate luxury garage for residents’ meticulously curated collection of cars. These exceptional spaces that can be completely tailored to the individual liking offer residents a private sanctuary. Situated in the heart of the city, this private garage not only serves as a refined venue for social gatherings and exclusive events but also transforms into a versatile backdrop for indulging in various pursuits.
”The Loop” – a spiral access ramp for cars located at the center of the building – leads directly to the “Passion Spaces”. The façade of the high-rise represents functionality at its best by allowing for the transformation of spaces at the flick of a switch. Inspired by the “Kinetic Move” of the Porsche 911 Targa roof mechanism and its hybrid usability, the façade features a sophisticated, fully automated terrace door system allowing future residents a seamless blend of outdoor and indoor living.
Another architectural highlight is the exposed pedestal structure called “X-Frame” whose shape takes cues from the design of Porsche’s Mission R concept car and its exoskeleton structure, creating a unique entry experience. The top of the 95-meter-tall 21-story tower is embellished by “The Crown” – a light signature inspired by the iconic lighting designs of Porsche sportscars
On the inside, exclusive materials and luxury furniture enhance the exquisite living experience while the exclusively designed technically inspired luxurious kitchens feature electrically powered drawers and cabinet doors offering hands-free solutions, high-end customised appliances, and finest durable wooden kitchen façades. The state-of-the-art facilities include a 25-meter swimming pool, a performance fitness center, a spa, a social lounge, and a business lounge.
Pagani Residences Miami
The 28-story, amenity-rich property will feature a 240-foot waterfront boardwalk, private boat slips, and entertainment spaces for 70, all-corner residences. The spacious, two-to-four-bedroom homes range from 2,000 to over 3,300 square feet with expansive outdoor terrace spaces ranging from over 800 to 1,040 square feet, with only four residences per floor, making privacy paramount.
Penthouses span from 6,900 square feet with up to 4,400 square feet of outdoor living. Pagani Residences interiors are inspired by Leonardo da Vinci’s principles of Art and Science and aim to create residences that thoughtfully combine a refined aesthetic with cutting-edge technology, a testimony to the artistry created by Pagani Arte.
Each home will be entirely customized and fully finished with 11-foot ceilings in all residences with waterfront-facing outdoor spaces and 13-foot ceilings in the penthouses with private pools. Owners will enjoy 24/7 concierge service to anticipate every need.
Pagani Residences will include an exquisite collection of amenities. On the ground floor residents’ amenities include valet parking and porte-cochère, a pet spa, bicycle, paddleboard and kayak storage, 24/7 security, private garages available for purchase and preferred parking.
To take maximum benefit of the stunning peninsula location surrounded by waterfront views, a private residents lounge is ensconced on level eight along with a library, and media room. A collection of wellness amenities awaits residents on level 27 with a state-of-the-art fitness center, advanced cardio training, dedicated Pilates and yoga studios, spa with stunning views of Biscayne Bay, sauna and steam rooms, and private treatment rooms as well as a restorative wellness lounge.
A rooftop pool and sky lounge on level 28 await owners along with stunning 360-degree views of the Atlantic Ocean and Biscayne Bay, poolside cabanas and hot and cold plunges. Fully appointed summer kitchens with chef’s grills complete the package for alfresco, poolside dining.
Mercedes Benz Places by Binghatti
Mercedes-Benz Places by Binghatti, a pioneering real estate collaboration with Mercedes-Benz, is poised to redefine luxury living in Downtown Dubai. This architectural marvel, soaring 341 metres high with 65 storeys, is designed under the Mercedes-Benz philosophy of Sensual Purity, offering an oasis of serenity and elegance. Its prime location ensures unobstructed views of the iconic Burj Khalifa and proximity to eminent landmarks like the Dubai Mall.
Mercedes-Benz Places, Miami
Mercedes-Benz’s inaugural residential project in North America seamlessly integrates mobility solutions with exceptional standards of innovative living, creating a forward-thinking community. Located in the heart of Brickell, Miami, Mercedes-Benz Places is being developed by JDS Development Group. The design team from Mercedes-Benz has partnered with award-winning SHoP Architects (in collaboration with ODP), with interiors designed by Woods Bagot, and landscaping by Field Operations. Featuring luxurious condominium residences, office and wellness spaces, a world-class hotel, and a newly-constructed open park by Field Operations, the project offers a unique, future-focused experience.
Crisp blacks and whites create highlights and contours complemented by warm woods and significant graphic elements, reflecting Mercedes-refined detailing, precision and extraordinary quality.
Beauty elevates the innovative, exclusive, and sustainable features of the residences at Mercedes-Benz Places in Miami into highly desirable emotional experiences.
From studios to three-bedrooms, each residence is an immersion in modernity and luxury, meticulously conceived and created by the interiors experts at Woods Bagot, working in collaboration with Mercedes-Benz.
Tierra Viva Automobili Lamborghini
In partnership with internationally renowned luxury real estate company Dar Global, Automobili Lamborghini has unveiled their first residential project in Europe. Tierra Viva is a luxury complex located in the village of Benahavis in Andalucia, Spain.
The Automobili Lamborghini complex comprises fifty-three exclusive villas whose design is directly inspired by the brand’s supercars, with interiors enriched by sophisticated finishes inspired by the Automobili Lamborghini style.
Bugatti Residences By Binghatti
Bugatti Residences By Binghatti An architectural tour de force, the hyper form is born from a united vision of both brands – BUGATTI and Binghatti. Unrivaled, unmatched, designed to etch a lasting legacy in the world.
Enthused by the style and grace of the French Riviera, the hyper form features meticulously curated layouts for each floor offering captivating and unobstructed views of the city. Floor-to-ceiling windows flood each residence with natural light supported by high ceiling and open-plan living spaces, creating an airy and spacious atmosphere. From every angle, the façade offers a new perspective that creates a visual intrigue – a sculptural work that forms a dynamic sense of flow and movement.
The design amalgamates modern and natural elements, with exquisite moulding and sleek contemporary fixtures. Every inch of the space exudes quality, refinement and excellence
Bentley Residences Miami
This magnificent tower is a collaboration between Dezer Development and Bentley Motors, designed by the renowned architectural firm Sieger Suarez Architects. Each unit includes a multi-car garage and private balconies that offer up to 1,800 square feet of outdoor space, complete with a pool, sauna, and outdoor shower. You’ll also enjoy a range of luxurious amenities, including a gym, spa, cinema, private restaurant, and lounge.
Bentley’s signature luxury design is reflected both inside and outside of the building, with floor-to-ceiling windows that provide breathtaking views of the Atlantic Ocean and the Intracoastal Waterway.
Other Notable Projects
Some other notable projects branded with car manufacturers that are either under construction or fully completed include, Aston Martin Residencies Miami, Porsche Design Tower Miami, Yachthouse by Pininfarina, Balneário Camboriú, Brazil, The Astera Ras Al Khaimah interiors by Aston Martin and Tonino Lamborghini Residences Dubai, plus more.
The sector an appeal of cars and branded residences is real.
Summary
As this trend continues to evolve, it will be interesting to see how it shapes the future of branded residences. Will we see more car brands entering the market? How will traditional luxury real estate developers respond? And most importantly, how will these automotive-inspired living spaces change the way we think about our homes?
One thing is certain: The fusion of automotive design excellence and architectural innovation is creating a new category of homes that truly put luxury in the fast lane.
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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
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- Branded Residences and Cars. Luxury on Wheels and in Real Estate
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- Cover Image Porsche Design Tower Bangkok
