History of Branded Residences The Sherry-Netherland Hotel, opened its doors in 1927, is widely considered the pioneer of branded residences
- Staff Writer
- Insight
Branded residences, are a concept that offers luxury living and associated with world-renowned brands, such as luxury hotels, fashion designers and car makers, and have become a significant force in the high-end real estate market.
In this article we will take a look at the history of branded residences, and where the sector might be going in the future
The Early Days: 1920s – 1980s
The concept of branded residences can be traced back to the 1920s in New York City. The Sherry-Netherland Hotel, which opened its doors in 1927, is widely considered the pioneer of this concept. It offered hotel services to permanent residents, combining hospitality and residential living for the first time.
However, it wasn’t until the 1980s that the modern concept of branded residences truly began to take shape. In 1985 Four Seasons unveiled its first branded residences in Four Seasons Hotel Boston.
This development marked the beginning of a new era in luxury real estate, where high-end hotel brands lent their names and service standards to residential properties. Thailand’s first branded residence Amanpuri Phuket also opened in the 1980s
The Four Seasons model set the template for what would become a benchmark for branded residential real estate, luxurious private homes combined with the amenities and services of a world-class hotel. This new approach appealed to affluent buyers who desired the comforts of home with the convenience and prestige of a luxury hotel brand.
The Growth Phase: 1990s – 2000s
Following Four Seasons’ success, other luxury hotel chains quickly recognized the potential of the branded residence model and the real history of branded residences and their appeal kicked in.
Throughout the 1990s and early 2000s, brands like Ritz-Carlton, Mandarin Oriental and Marriott entered the market, each bringing their unique brand of luxury to the residential sector.
This period saw the concept expand beyond major urban centers into resort destinations. Branded residences began appearing in locations like the Caribbean, Southeast Asia, and the Middle East, often as part of luxury resort developments.
These projects offered buyers the opportunity to own a slice of paradise with the backing of a trusted luxury brand.
The early 2000s also saw the first non-hospitality brands enter the market. Fashion houses, in particular, began to see the potential in extending their brand into the real estate sector. Bulgari partnered with Marriott International to launch Bulgari Hotels & Resorts in 2001, which later expanded to include residential offerings.
2010s – Present
We have seen a significant expansion in the types of brands entering the residential market. Fashion houses like Armani, Fendi, and Missoni launched residential projects, bringing their design aesthetics to the world of real estate.
Automotive brands also joined the fray, with Porsche, Aston Martin, and Bentley all unveiling residential projects that reflected their brand values of performance and luxury.
The concept has even extended to lifestyle brands. Nobu, originally known for its high-end restaurants, expanded into branded resi and hotels. Other unexpected entrants included crystal maker Baccarat and more recently ELLE, each bringing their unique brand propositions to the branded residential market.
This period has seen branded residences expand into new geographical markets. While North America and Europe had been the traditional strongholds, the concept has gained significant traction in Asia, the Middle East, and Latin America. Cities like Dubai, Bangkok, and Miami have become hotspots for branded real estate developments.
Current Trends and Future Outlook
As we move into the mid 2020s, the branded residence sector continues to evolve. Sustainability has become a key focus, with many branded residences now incorporating green technologies and pursuing environmental certifications.
The sector has also seen a shift towards creating more comprehensive lifestyle offerings. Many newer developments are part of larger mixed-use projects that include retail, office, and entertainment components, creating self-contained communities that cater to all aspects of residents’ lives.
Wellness features have gained prominence in recent years. Many developments now incorporate advanced fitness centers, spa facilities, and even medical clinics.
The integration of nature into urban developments through features like vertical gardens and rooftop parks has also become increasingly common.
This trend is likely to continue, expanding the appeal of branded residences in locations previously considered primarily vacation destinations which we are seeing now in areas such as Marbella Spain, Portugal, Turkey and lesser known Southern Eastern Europe locations such as Montenegro Serbia and Albania.
Looking to the future, industry experts predict continued growth in the branded residence sector. There’s also potential for new types of brands to enter the market, possibly including tech companies, media and sports franchises.
How Exciting!!
The history of branded residences is a testament to the concept’s enduring appeal and adaptability. From its origins in 1920s New York to its current status as a global phenomenon, the branded residence sector has consistently evolved to meet the changing desires of luxury consumers.
As it continues to innovate and expand, branded residences are likely to remain at the forefront of luxury living for years to come.
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