Elle Residences to debut in São Paulo with two luxury branded residential developments, located in Brooklin and Boa Vista, in partnership with Meira Mattos, The One Atelier and ARQUINAUT, under a licensing agreement with Lagardère News.
São Paulo, Brazil’s pulsating economic and cultural capital, is solidifying its status as a hotspot for branded residences and a top-tier location for international real estate investment, with the announcement of two new ELLE Residences projects: Casa ELLE in Brooklin and ELLE Collection in Boa Vista.
These new developments mark the iconic fashion and lifestyle brand’s first venture into South America, following successful projects like ELLE Residences Dubai which we we wrote about earlier this month, and ELLE Residences Miami, introduced in 2024.
The São Paulo projects, developed in partnership with Meira Mattos, The One Atelier, and ARQUINAUT under a licensing agreement with Lagardère Group, reflect the growing trend of non hotel brands entering the branded residences sector.
São Paulo: A Growing Market for Branded Residences
ELLE’s entry into São Paulo aligns with the city’s reputation for being a hotspot area for for branded real estate.
The bustling Brazilian city currently sits in fifth position globally for branded residences, with a similar amount of developments (completed and pipeline) to London and Phuket.
São Paulo’s prominence as an area for prime luxury real estate is driven by high demand in neighbourhoods like Itaim Bibi, Jardim Europa, and Vila Nova Conceição, which rank among the city’s priciest areas for luxury real estate.
These areas are known for their branded residences, upscale apartments, luxury condos, and exclusive residential properties. Other neighbourhoods frequently cited as expensive include Moema, Pinheiros, and Jardins.
The branded residences sector, once dominated by hotel giants like Ritz-Carlton or Four Seasons, is increasingly seeing non-hospitality brands like ELLE enter into the sector.
This shift reflects a demand for residences that offer not just luxury and service, but to lifestyle and design tied to a brand’s DNA.
Constance Benqué, CEO of ELLE International and Lagardère News, emphasized the city’s appeal: “São Paulo’s cultural richness and creativity make it the perfect backdrop for ELLE’s vision. These projects are about more than real estate; they’re about creating spaces that reflect the city’s energy and our brand’s commitment to style and innovation.”
Bruno Meira Mattos, Founder and CEO of Meira Mattos, echoed this sentiment, noting that the partnership aims to create “spaces that deliver a celebrated lifestyle, hospitality, and wellness offering, set to become Brazil’s most sought-after address.”
A Strategic Partnership With Top Level Experience
The collaboration brings together a powerhouse of expertise. Lagardère News, part of the Lagardère Group, owns the ELLE brand, a global media giant with 50 editions reaching over 250 million people.
The group, which reported €8.942 billion in revenue in 2024, has been expanding ELLE’s non-media presence through its Lagardère Active Enterprises division, with ventures like ELLE Café and ELLE Spa.
For the São Paulo projects, Lagardère has partnered with Meira Mattos, a Brazilian developer with over 20 years of experience and a portfolio of more than 1,000 delivered units.
Known for creating homes that balance aesthetics and functionality, Meira Mattos aims to deliver spaces that feel both sophisticated and deeply personal.
The One Atelier, a global leader in luxury branded real estate, is tasked with translating ELLE’s bold editorial identity into physical spaces. Their approach emphasizes cultural sensitivity, ensuring the residences resonate with São Paulo’s vibrant character.
ARQUINAUT, an international architecture studio led by Gregory Martínez de Riquelme, brings its experience in crafting immersive branded environments across five continents.
Together, these companies are shaping a vision that merges ELLE’s fashion-forward ethos with Brazil’s dynamic cultural landscape.
ELLE Residences: Casa ELLE and ELLE Collection
Casa ELLE, located in the upscale Brooklin neighbourhood, is designed as a contemporary urban retreat. Its sculptural architecture and organic materials draw inspiration from Brazil’s raw beauty, creating interiors that feel open and expressive.
The design channels São Paulo’s confident energy, offering residents a space that feels both cosmopolitan and distinctly local.
In contrast, ELLE Collection in the verdant Boa Vista district focuses on a limited series of homes that prioritize craft and natural materials.
The project embraces what its creators call “expressive minimalism,” with exotic color palettes and local artistry woven into the design.
Both developments include amenities like wellness studios, rooftop lounges, and co-working spaces, designed to function as urban sanctuaries with a private club like atmosphere.
A Global Brand’s Local Ambition
ELLE’s move into São Paulo follows its successful branded residence projects in Dubai and Miami, signalling a broader strategy to expand in to luxury real estate.
These two luxurious design led branded residential developments, have set the standards for ELLE’s ability to merge its global brand identity with local surroundings, but it also demonstrates the brands focus and goal of becoming a big player in the branded residences sector.
In São Paulo, the collaboration with local and international partners ensures that the residences feel authentic to Brazil while maintaining ELLE’s signature sophistication.
Michele Galli, CEO of The One Atelier, highlighted the balance between global and local: “These projects reflect ELLE’s bold identity while staying deeply attuned to São Paulo’s unique energy. We’re creating residences that feel like private clubs, wellness hubs, and homes all at once.”
These two new branded residences projects stand as a testament to São Paulo’s standing in the global luxury market and ELLE’s ambition to create new experiences in branded living.
By blending fashion, design, and local culture, ELLE residences aim to offer something rare, luxury private homes that feel like an extension of both the city and the brand.
Sales timelines and additional architectural details for Casa ELLE and ELLE Collection will be released in the coming weeks.
