In recent years, luxury has found a new form of expression: the art of living. Branded residences – homes signed by brands such as Armani, Bulgari, Porsche Design or Four Seasons – are redefining the very concept of prestige ownership.
No longer simple homes, but extensions of the brand experience, where architecture, design, and services create a lifestyle that reflects a brand’s identity.
Today, these residences represent one of the fastest-growing segments of global real estate, attracting investors, high-net-worth individuals (HNWI), and iconic brands seeking new frontiers of value.
A Market on the rise
According to the latest The Residence Report 2025/26 by Knight Frank, the branded residences sector continues to expand at a steady pace. Today there are over 600 active projects worldwide (up from 169 in 2011), and forecasts suggest the total will surpass 1,000 developments by 2030, amounting to more than 160,000 residential units.
The United States remains the leading market, but the global center of gravity is gradually shifting eastward, driven by strong growth in Saudi Arabia, the United Arab Emirates, Thailand, and India. At the same time, Europe and the Mediterranean are emerging as key areas of interest, with destinations such as Sardinia, Portugal, Tuscany, and Comporta attracting international investors and luxury brands alike.
One notable trend is the rise of non-hotel branded residences, which now account for around 30% of the global development pipeline. This indicates a broader diversification and a more mature market, increasingly open to brands outside the traditional luxury hospitality segment.
The sector’s growth is fuelled by the demand for exclusive lifestyle experiences, the expansion of global wealth, and the desire of luxury brands to strengthen their presence through projects that combine comfort, service, and long-term investment value.
In just over a decade, the number of branded residences has grown from 169 projects in 2011 to over 600 in 2025, and is expected to reach 1,019 by 2030.
A sustained expansion driven by new brand entries, rising demand, and increasingly diverse geographic distribution.
What branded residences really are
A branded residence is a residential project developed or managed in partnership with a prestigious brand.
The key players range from high-end hotel chains (Four Seasons, Ritz-Carlton, Aman, Rosewood) to fashion and design houses (Armani, Missoni, Diesel Living, Porsche Design), and even automotive icons such as Bentley and Aston Martin.
These projects offer:
- Signature design, curated by world-renowned architects and interior designers;
- Exclusive services, from 24/7 concierge to private spa;
- Professional property management, ideal for those seeking a “turnkey” second home;
- Brand value, which translates into recognition, reliability, and status.
The result is an asset that is not merely an investment but a statement of identity and belonging.
The advantages for Luxury Brands
Diversification and Stability
Entering the real estate sector allows luxury brands to diversify their revenue streams.
While fashion, automotive, and beauty are cyclical industries driven by trends, real estate offers long-term stability and enhances brand equity through tangible assets.
Experiential Living and Storytelling
Branded residences turn the brand into a living experience.
It’s no longer about selling a product, but a lifestyle.
Each space expresses the brand’s aesthetic philosophy: the purity of Armani, the glamour of Bulgari, the innovation of Porsche.
In this way, brands strengthen emotional bonds with clients and consolidate their storytelling.
Global Positioning and Visibility
A branded residence is also an architectural manifesto.
It becomes a symbol of exclusivity and influence, expanding the brand’s presence across new geographies and customer segments.
The advantages for investors and buyers
From the buyer’s perspective, a branded residence offers a rare combination of security, profitability, and prestige.
Long-Term Value
Research from Knight Frank shows that branded residences typically command a price premium of 25–45% compared to non-branded properties.
The brand name guarantees quality and helps protect the property’s long-term value.
Integrated Management
Many buyers are international investors who do not reside permanently in the property.
Professional management – cleaning, maintenance, security, short-term rentals – ensures hassle-free passive income and long-term peace of mind.
Exclusive Lifestyle
Owning a branded residence means belonging to a global community of like-minded individuals who share similar tastes and values.
The sense of belonging to a brand is part of the perceived value itself: living within the brand is, by definition, a form of status.
The different types of Branded Residences
The market distinguishes two main categories:
Hotel-Branded Residences
Linked to a hotel or resort under the same brand, they share staff and services (Four Seasons, Ritz-Carlton, Aman).
Owners can use their home for part of the year and entrust it to the hotel management for the rest, generating additional rental income.
Non-Hotel Branded Residences
These are the most innovative projects, emerging from the expansion of fashion and automotive brands.
Examples include the Bentley Tower in Miami, featuring car elevators that bring vehicles directly to the apartment level, or Armani Residences Dubai, designed in collaboration with Giorgio Armani himself.
In such cases, the brand defines the aesthetic, materials, and lifestyle philosophy, but without being linked to a hotel operation.
Italy and the Mediterranean: the new frontier
Italy is now one of the most promising markets for branded residences.
The blend of cultural heritage, landscape, and lifestyle makes the country a magnet for international investors.
Projects such as:
- Bulgari Residences Rome
- Armani/Casa Milan
- Rosewood Porto Cervo
Meanwhile, regions like Puglia, Sicily, and Lake Como are emerging as new destinations of interest for global brands, which see in the “Made in Italy of living” a universally recognized symbol of excellence.
The Future: sustainability, technology, personalization
The future of branded residences will be driven by three key concepts:
Sustainability
Natural materials, energy efficiency, and low-impact design will become the standard.
Brands aim to associate their image with a form of luxury that is conscious and responsible.
Smart Living
Advanced home automation, artificial intelligence, and tailored comfort: technology will be invisible yet omnipresent, serving everyday wellbeing.
Personalization
The new luxury is tailor-made.
From material selection to personalized service management, each owner will be able to create a unique living experience perfectly aligned with their lifestyle.
Branded residences are not just a real estate trend – they represent a cultural revolution.
Luxury brands are becoming architects of total experiences, while investors gain access to safe, high-value assets.
It is the sign of a luxury that is changing its skin: less about possession, more about experience.
In the future, a home will not just be a prestigious address, but an extension of personal identity and of the brand one chooses to live within.
Did you like this content and would you like to stay in touch with us?
Fill out the form to subscribe to our newsletter and stay updated on key news in the sector.