What are Non Hospitality Branded Residences?
Non Hospitality Branded Residences are luxury residential homes that are not branded with a luxury hotel brand, but are associated and branded with top names in Fashion, Design and also the Auto industry.
In previous articles we have covered traditional branded residences, branded standalone luxury homes and in this article we will go into more detail around non hospitality residences, the benefits, things to look out for and some of the top players in the market.
Is there a need for Non Hospitality Brands and what can they offer?
Firstly they can be a great alternative to hotel residences and appeal to property purchasers who are attracted to the status, history and reputation of these non hospitality brands. Some commentators have said that these projects are “more cool than hotel residences”
Let’s take a look at the cool factor of Non Hospitality Branded Residences
In bragging / status terms saying that you live in a Lamborghini or a FENDI residence certainly sounds great for maybe the younger generation who own a “Lambo” or who are fashionistas dedicated to fashion and luxury.
From a design perspective these brands have some of the best design minds working for them, granted it may not be in construction or hospitality, but many are have their own home furnishing ranges, and a good eye for aesthetically pleasing things, and this is why the residences are normally extremely design driven.
An experienced property developer will handle the construction elements, and the “brand” will give their expertise on interior design of the residences, the shapes of the building and key touch points that represent their brand feel.
Does the industry need them?
Well from certain developers the answer is a yes. In an ever growing and competitive market, real estate developers are always looking for an edge, and this is why we have seen such growth in the branded residential sector, however this growth comes with it’s problems, and the main one being choice of brands.
When it comes to 5 star luxury, whilst there is a lot of of hospitality brands out there, but in say a region like Dubai where there is so much property development, these 5 star options can dry up pretty quickly.
A developer cannot build a Ritz-Carlton directly next to another Ritz-Carlton, firstly the developer has lost their competitive edge, but secondly the hotel brand will simply not allow it.
Many hotel brands will have a non compete, and will only allow one brand in a certain city or area, regardless of whether one project is a hotel only development and the other is mixed use of residential and hospitality.
You can see where we are coming from on this, a developer may set out thinking they would love to build and Intercontinental, but end up being told by a hotel business development manager, that it is not possible because of either a non compete or that there is already an agreement in place to build one 5 minutes walk away.
We could really deep dive into this, but for the purpose of this article we really want to highlight the benefits of purchase, project types and some of the key players.
Some of the Key Players
This list of non hospitality brands entering the real estate market that allow their name to be associated with luxury real estate and is growing literally every week.
Automative Industry
Porsche, Aston Martin, Bentley, Mercedes-Benz, Lamborghini, Bugatti, Pininfarina, Tonino Lamborghini
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Fashion & Luxury Industry
Armani, Versace, Bulgari, Fendi, Missoni, Diesel, Roberto Cavalli, Hermès, Karl Lagerfeld, Baccarat Moschino, Elie Saab, Gianni Versace, Cavalli, Ritz, Bvlgari, Cheval Blanc
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This is a general overview of some of the brands either already in the market or about to enter it.
Benefits of Ownership
The issue to address right from the outset is that these branded residences do not normally come with an onsite hotel, they are standalone branded residences. This does not mean they will come with less services and facilities, but its important to understand that the property will be managed on completion not by an established hotel company but by a real estate management company.
This should not be a cause for concern, because most developers who develop these projects are either highly experienced hoteliers themselves or they are going to employ a top in class management company who is used to managing hotels and real estate assets. They may even employ a dedicated independent hotel brand to provide resident service offerings.
However with this said, it is important that a potential purchaser clarifies this whilst doing their due diligence.
Design focused residences
As we mentioned earlier the projects are very much design led, non hospitality brand designers will work hand in hand with the developer to create stunning buildings, interiors and facilities.
In many ways there is more flexibility to create something extremely different, because the brands do not have any pre conceived ideas from purchasers, unlike a hotel residence where there are certain facilities or design elements that are expected from the hotel brand.
Let’s look at some examples: Tierra Viva, an exclusive project of luxury villas in Marbella Spain, branded and inspired by the world-renowned super sports car brand Lamborghini.
The developer and designers have created stunning villas and have drawn inspiration form the brand, with sleek lines, obscure swimming pool shapes, and for good measure added car elevators and a place to put you sports car in the lounge. Crazy as it may seem this is an example of the flexible creativity available.
BUGATTI Residences by Binghatti is a building shaped with fluid lines and subtle curves with inspiration taken from the French Rivera, but from the building design it is also clear that the shapes are reminiscent of the Bugatti car.
Being car themed the penthouses have private car lifts that can bring vehicles from the parking area into your home which the developers call a “VIP Spa for your car”
This project does not lack in facilities either. The 46-story building is full of wild and exclusive amenities, such as a fake beach with real sand, private pools, chauffeur and concierge services.
One last example, Bvlgari Lighthouse. The 27-storey residence overlooks the Arabian Gulf and city skyline and will be home to 31 penthouses and the magnificent three-storey Sky Villa, featuring nine bedrooms and a private 13,000-square-foot terrace.
This incredible project will offer 9 restaurants, spa, yacht club, spa and wellness, shopping (the list goes on) and this non hospitality residence will also have an onsite hotel, The Bvlgari Resort Dubai.
Summary
We hope that you have found this article helpful and interesting. Non Hospitality branded residences can be an excellent choice for both real estate developers and property purchasers. They are creative, lucrative and different. Is a non hospitality branded residence now on your radar?
To learn about standalone branded residences visit HERE
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