How luxury branded residences transform a label into a lifestyle
The luxury landscape is witnessing a shift from scarcity-driven exclusivity to distinct curated experiences. However, these experiences need to better align with the values and lifestyles of consumers within the 1 per cent who purportedly invest in luxury.
In response to this, luxury brands, especially those not associated with property development, are ingraining themselves into the very homes of their core audiences.
This is coming to life in the form of luxury-branded residences with projects such as Cipriani's Mr. C Residences by ALTA Real Estate Development, Armani Beach Residences by ARADA and the Trio Isle Interiors by Missoni undertaken by DURAR OCTA – a collaboration between DURAR Group and development management firm OCTA Development – all of which take the glamour of luxury brands into residential living, creating spaces that resonate with individuals who live life on their own terms.
The incentive for luxury buyers
To explain why ultra-high-net-worth-individuals (UHNWIs) value these luxury branded residences, Rosa Piro, Senior Director of Business Development, ARADA says, 'UHNWIs tend to view these developments as trophy assets within their real estate portfolios, with strong potential for capital appreciation.'
'They also see these properties as safe investments that align with their lifestyle aspirations, offering both status and security,' she says.
For real estate marketers, the golden opportunity lies in showcasing how a luxury brand's equity can be activated to connect better with luxury buyers.
Elias Qarut, Head of House (Marcoms), House of OCTA, says, 'When they buy a residence branded by a fashion house or luxury automotive brand, it's not about the logo on the door; it's about living in the ethos of the brand.'
'They're aligning with a brand that reflects their personal narrative. It's a lifestyle statement and, increasingly, a status symbol. If these individuals admire a brand, they tend to be deeply loyal to them,' Qarut adds. 'We've seen that for many buyers, this kind of real estate is a way of authentically expressing their identity. It's emotional, aspirational and deeply personal.'
However, leaders also opine that it's not only about status or the cost of an asset anymore.
'In this region, exclusivity is less about price tags and more about intention, refinement and legacy. Buyers here want access to something that feels globally recognised but locally rare – something you can't replicate or repackage,' says Abdulla Al Tayer, Managing Director, ALTA Real Estate Development.
According to a recent report from Knight Frank, people buy branded residences in the region because they promise more than prestige. They invest in properties that offer world-class management, instant access to a certain lifestyle and a home that doubles as an asset – luxury they can live in or lease out.
ARADA's Piro says, 'Buyers are often drawn to the reassurance and familiarity of a trusted brand while still seeking a product that feels unique and elevated.'
Al Tayer adds, 'When done well, a branded residence becomes more than a real estate offering; it becomes a living extension of a brand's identity,'
He reiterates the notion that high-net-worth-individuals (HNWIs) are 'not just purchasing a home, they're investing in a lifestyle ecosystem that reflects their values, habits and global footprint.'
Luxury branded curated experiences
Across the board, developers agree that HNWIs and UHNWIs in the Middle East are highly discerning and expect a blend between brand and lifestyle through seamless experiences.
The onus lies on real estate marketers to offer an experience that does not start and end at the front door, but extends across service, community and brand-led access.
'With Mr. C Residences, for example, the added value is deeply embedded in the experience architecture. Residents don't just benefit from design cues or curated amenities – they gain access to the Mr. C Private Office, a global concierge platform that connects them to the family's network of properties, services, and lifestyle privileges,' Al Tayer says. 'Whether it's securing a table in Monte Carlo, coordinating a private event in Beverly Hills, or arranging bespoke services in Dubai, the brand's global reach becomes a natural extension
of home.'
This level of integration and access fosters brand trust but, more importantly, it creates emotional utility that helps residents feel seen, known and connected across borders.
'That's the real value: not just a beautiful home, but a seamless, elevated way of living anchored in the identity of a brand they already believe in,' Al Tayer adds.
ARADA's Piro also suggests investing in sophisticated sales centres that allow potential buyers to experience the fit-out, furnishings and location first-hand.
Real estate sales and marketing consultant Sean McCauley, Chief Executive Officer at Devmark, who has launched and marketed luxury branded residences across the UAE, also makes the case for the effectiveness of these curated experiences.
'Luxury-branded residences thrive on the perception of rarity, and the most effective marketing strategies are those that heighten this narrative through controlled access, immersive experiences, and a highly curated journey,' says McCauley.
'We find that creating an immersive brand world from the first touchpoint to post-sale engagement is key.'
Mutually beneficial for brand and developers
Beyond better brand experiences for consumers, McCauley also discusses the impact of branded residences on business outcomes.
He references Savills' 2024-2025 Branded Residences Report, which shows that branded residences command an average global premium of 30 to 35 per cent, compared with non-branded residences, with Dubai seeing premiums of up to 45 per cent.
The report also anticipates 270 per cent increase in branded residential supply in the Middle East by 2030, highlighting robust regional momentum. 'We've seen this first-hand with projects such as Kempinski Residences The Creek, where the brand's heritage in European luxury hospitality helped us drive outsized demand,' McCauley says. 'The product sold out within hours, achieving more than AED 1 billion in sales. The success was due to a combination of not just branding, but also prime location, robust design narrative and curated features.'
'This halo effect lifts both parties: the brand gains cultural relevance in a new geography, while the development commands a price premium and elevated perception,' he adds.
However, Qarut advises caution, explaining that real estate developers have an inherent responsibility to uphold the reputation of a luxury brand during and after the partnership, especially given their control over a brand's environment.
'For luxury brands to confidently step into the real estate sector, the credibility and track record of the developer are non-negotiables,' he explains. 'A trusted, on the ground presence – demonstrated through consistent delivery, past project performance and operational excellence – is what provides the foundation for such partnerships'
Strategies for successfully marketing luxury living
Marketers are also leaning into a spectrum of other strategies such as storytelling, high-impact visualisation, influencer collaborations and engagements with celebrity brand ambassadors.
Storytelling:
Sharing her thoughts on effective storytelling techniques, Piro says that it 'involves highlighting the journey of the brand alongside the evolution of the design concept. This narrative strengthens the perception of exclusivity. Positioning the development as highly tailored and personalised is key to reaching UHNWIs.'
Piro also suggests delivering storytelling through trailers or teasers featuring brand ambassadors, designers or architects.
Consistency:
However, McCauley takes this a step further, calling for consistency across the consumers' entire digital and physical journey.
He says, 'The entire lead-to-close pipeline should evoke the brand's exclusivity, including bespoke CRM flows, private appointment scheduling, personalised gifting and continued white-glove service after the transaction.'
Qarut adds, 'Branded residences must add holistic value to the building – curated experiences, long-term community engagement, and elevated daily living. This requires a meticulous approach to design, delivery and marketing – one that truly understands both the DNA of the brand and the expectations of the buyer.'
McCauley also notes that it falls onto the marketer to maintain consistent messaging across all stages of the marketing funnel.
'We educate brokers with tailored toolkits so they can convey the narrative correctly, preserving the brand equity at every touchpoint,' he says. 'Scarcity is not simply about limiting supply – it's about reinforcing the unique value of what is offered through every layer of the sales and marketing strategy.'
Brand within the media mix:
Leaders also suggest holding on to traditional media outreach and targeted PR, including placements in elite publications across international luxury markets, roadshows at international property events and exclusive branded events.
Piro says, 'Positive media coverage and the ability to cross sell other brand products – such as branded wallpaper or furniture and also contribute to the overall success.'
'For the brand, success is reflected in securing licensing or royalty fees, which support income diversification. A successful project also broadens the brand's customer base across its core offerings – whether fashion, jewellery, hospitality or other sectors,' she adds.
However, Piro also calls for strict adherence to brand standards that translate the brand's ethos into a high-quality, differentiated product.
She adds, 'Equally important is maintaining brand integrity and visibility throughout the project's life cycle, ensuring consistency across all touchpoints.'
Ultimately, a successful luxury brand partnership is measured not only in terms of the premium achieved on sales prices compared with non-branded projects, but also in terms of long-term asset value retention, enhanced buyer trust and loyalty, and the potential to unlock future partnerships or replicate and scale
the model.
Qarut says, 'It's not merely about affixing a luxury name to a building; it's about bringing the brand to life in three dimensions, through design, experience and enduring quality.'
To achieve this success, industry leaders reach a consensus that marketing strategies must encompass exclusivity, tailored experiences, consistency and culturally relevant storytelling, without losing the essence of brand in luxury living.
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Real estate sales and marketing consultant Sean McCauley, Chief Executive Officer at Devmark, who has launched and marketed luxury branded residences across the UAE, also makes the case for the effectiveness of these curated experiences. 'Luxury-branded residences thrive on the perception of rarity, and the most effective marketing strategies are those that heighten this narrative through controlled access, immersive experiences, and a highly curated journey,' says McCauley. 'We find that creating an immersive brand world from the first touchpoint to post-sale engagement is key.' Mutually beneficial for brand and developers Beyond better brand experiences for consumers, McCauley also discusses the impact of branded residences on business outcomes. He references Savills' 2024-2025 Branded Residences Report, which shows that branded residences command an average global premium of 30 to 35 per cent, compared with non-branded residences, with Dubai seeing premiums of up to 45 per cent. The report also anticipates 270 per cent increase in branded residential supply in the Middle East by 2030, highlighting robust regional momentum. 'We've seen this first-hand with projects such as Kempinski Residences The Creek, where the brand's heritage in European luxury hospitality helped us drive outsized demand,' McCauley says. 'The product sold out within hours, achieving more than AED 1 billion in sales. The success was due to a combination of not just branding, but also prime location, robust design narrative and curated features.' 'This halo effect lifts both parties: the brand gains cultural relevance in a new geography, while the development commands a price premium and elevated perception,' he adds. However, Qarut advises caution, explaining that real estate developers have an inherent responsibility to uphold the reputation of a luxury brand during and after the partnership, especially given their control over a brand's environment. 'For luxury brands to confidently step into the real estate sector, the credibility and track record of the developer are non-negotiables,' he explains. 'A trusted, on the ground presence – demonstrated through consistent delivery, past project performance and operational excellence – is what provides the foundation for such partnerships' Strategies for successfully marketing luxury living Marketers are also leaning into a spectrum of other strategies such as storytelling, high-impact visualisation, influencer collaborations and engagements with celebrity brand ambassadors. Storytelling: Sharing her thoughts on effective storytelling techniques, Piro says that it 'involves highlighting the journey of the brand alongside the evolution of the design concept. This narrative strengthens the perception of exclusivity. Positioning the development as highly tailored and personalised is key to reaching UHNWIs.' Piro also suggests delivering storytelling through trailers or teasers featuring brand ambassadors, designers or architects. Consistency: However, McCauley takes this a step further, calling for consistency across the consumers' entire digital and physical journey. He says, 'The entire lead-to-close pipeline should evoke the brand's exclusivity, including bespoke CRM flows, private appointment scheduling, personalised gifting and continued white-glove service after the transaction.' Qarut adds, 'Branded residences must add holistic value to the building – curated experiences, long-term community engagement, and elevated daily living. This requires a meticulous approach to design, delivery and marketing – one that truly understands both the DNA of the brand and the expectations of the buyer.' McCauley also notes that it falls onto the marketer to maintain consistent messaging across all stages of the marketing funnel. 'We educate brokers with tailored toolkits so they can convey the narrative correctly, preserving the brand equity at every touchpoint,' he says. 'Scarcity is not simply about limiting supply – it's about reinforcing the unique value of what is offered through every layer of the sales and marketing strategy.' Brand within the media mix: Leaders also suggest holding on to traditional media outreach and targeted PR, including placements in elite publications across international luxury markets, roadshows at international property events and exclusive branded events. Piro says, 'Positive media coverage and the ability to cross sell other brand products – such as branded wallpaper or furniture and also contribute to the overall success.' 'For the brand, success is reflected in securing licensing or royalty fees, which support income diversification. A successful project also broadens the brand's customer base across its core offerings – whether fashion, jewellery, hospitality or other sectors,' she adds. However, Piro also calls for strict adherence to brand standards that translate the brand's ethos into a high-quality, differentiated product. She adds, 'Equally important is maintaining brand integrity and visibility throughout the project's life cycle, ensuring consistency across all touchpoints.' Ultimately, a successful luxury brand partnership is measured not only in terms of the premium achieved on sales prices compared with non-branded projects, but also in terms of long-term asset value retention, enhanced buyer trust and loyalty, and the potential to unlock future partnerships or replicate and scale the model. Qarut says, 'It's not merely about affixing a luxury name to a building; it's about bringing the brand to life in three dimensions, through design, experience and enduring quality.' To achieve this success, industry leaders reach a consensus that marketing strategies must encompass exclusivity, tailored experiences, consistency and culturally relevant storytelling, without losing the essence of brand in luxury living.
