THE STUDIO | 5 MINUTE READ
THE RISE OF LUXURY BRANDED RESIDENCES
Luxury branded residences have become one of the fastest growing sectors in global real estate, combining exceptional design, world class hospitality and the reassurance of internationally recognised brands. More than simply prestigious addresses, these homes represent a lifestyle centred on craftsmanship, service and enduring value.
At Accouter, we have witnessed this evolution first hand. From furnishing private residences at The OWO Residences by Raffles in London and Atlantis The Royal Residences in Dubai, to our forthcoming work at Waldorf Astoria Residences in New York, we have seen how branded living is redefining expectations of luxury around the world.
Each project has reinforced the same principle. Today's buyers are looking beyond location alone. They are seeking homes that combine exceptional architecture, thoughtfully considered interiors and the confidence that comes from globally recognised brands.
As global wealth continues to grow, branded residences have become the preferred choice for ultra high net worth individuals seeking homes that reflect both their aspirations and their lifestyles.
A MARKET EXPERIENCING REMARKABLE GROWTH
The branded residences sector has transformed dramatically over the past decade.
According to Savills*, there are now approximately 740 completed branded residential developments worldwide, with almost 790 additional schemes expected by 2031, effectively doubling the global market. More than 100 countries are now home to branded residences, demonstrating that demand is no longer limited to traditional luxury destinations.
Knight Frank's latest Global Branded Residence Survey reports that more than 1,000 live and pipeline developments now exist across 83 countries, illustrating the pace at which the sector continues to expand.
The reasons are clear.
Buyers are increasingly seeking:
Hotel style service within a private residence
Strong security and privacy
Exceptional architecture and interior design
A trusted global brand
A property with international appeal and long-term investment potential
For developers, branded residences command premium pricing while attracting an international audience that values quality, consistency and the reassurance of a recognised name.
Owners benefit from professional management, five star services and globally recognised operational standards, factors that increasingly influence purchasing decisions among international buyers.
While New York remains one of the world's most competitive luxury markets, branded residences provide reassurance in an environment where reputation carries significant value.
DUBAI, THE WORLD'S CAPITAL OF BRANDED RESIDENCES
No city has embraced branded living more successfully than Dubai.
Savills identifies Dubai as the global leader, with almost 140 branded residence projects, placing it ahead of Miami, New York, Phuket and London. The city is expected to remain at the forefront as the Middle East experiences the fastest growth of any global region.
The appeal extends beyond architecture.
Dubai has become one of the world's preferred destinations for international entrepreneurs, investors and family offices. Combined with favourable taxation, modern infrastructure and exceptional connectivity, demand for premium residential property continues to accelerate.
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Alec Watt, CEO
A GLOBAL PERSPECTIVE, TAILORED ADVICE
At Accouter, we help clients identify exceptional branded residences across the world's leading destinations, from Dubai and London to New York and beyond.
Our expertise extends beyond property acquisition. We source bespoke furniture, artwork, accessories and interior solutions that complement each residence, ensuring every home reflects our clients' lifestyles while respecting the original design vision.
As branded residences continue to shape the future of luxury property, we remain committed to helping our clients make informed decisions and create homes that are designed to be lived in for generations.
SOURCES*
Market insights and statistics referenced in this article have been drawn from the following industry reports and research:
Savills, Branded Residences Sector Set to Grow by 100% Over the Next Seven Years (2024)
Savills, Spotlight: Branded Residences, EMEA
Savills, Living the Dream: Why Branded Residences Are the Ultimate Designer Homes
Knight Frank, Global Branded Residence Survey 2025
Knight Frank, The Wealth Report 2025
CBRE, Dubai Residential Market and Branded Residences Research
All market data was accurate at the time of publication. Statistics and forecasts are subject to change as new research becomes available.
Knight Frank also notes that Dubai has overtaken both London and New York for the number of residential transactions above US$10 million, recording 435 ultra luxury sales during 2024, generating over US$7.1 billion in transaction value.
Many of these landmark developments carry globally recognised names including Bulgari, Armani, Baccarat, Dorchester Collection, Mercedes-Benz, Bugatti and Ritz-Carlton. These collaborations demonstrate how luxury brands have become integral to residential development, creating homes that deliver the same standards of service and attention to detail associated with the world's finest hotels.
LONDON, HERITAGE MEETS CONTEMPORARY LUXURY
London remains one of the world's most resilient prime residential markets.
Unlike newer luxury destinations, London's appeal is rooted in centuries of history, architectural significance and international prestige. Branded residences here are carefully integrated into some of the capital's most exclusive neighbourhoods, including Mayfair, Knightsbridge, Belgravia and Westminster.
Developments associated with brands such as Four Seasons, Mandarin Oriental and The Peninsula continue to attract international buyers seeking discreet luxury supported by exceptional service.
While London's market has matured, branded residences continue to command premiums because buyers value certainty, operational excellence and global recognition.
For international families, London also offers something increasingly important, stability. A globally respected legal framework, outstanding education and enduring demand continue to support long-term confidence in the market
NEW YORK, WHERE PRESTIGE MEETS PERMANENCE
New York has long represented the pinnacle of branded urban living.
From Central Park South to Billionaires' Row, branded residences have become synonymous with exceptional design, architecture and concierge-led living.
Developments associated with Aman, Four Seasons, Ritz-Carlton and other internationally recognised names continue to attract buyers from across North America, Europe, Asia and the Middle East.
Unlike many traditional apartment buildings, branded residences deliver consistency.
DESIGN HAS BECOME THE DEFINING LUXURY
Today's buyers are investing in far more than prestigious postcodes. They are choosing homes where architecture, interiors and craftsmanship create a complete living experience.
Many of the world's leading branded residences are collaborations between renowned hospitality brands and celebrated architects and designers, including Foster + Partners, Herzog & de Meuron and Kelly Hoppen. Every detail, from bespoke joinery to curated furnishings and wellness facilities, is carefully considered.
At Accouter, we believe acquiring a branded residence is only the beginning. Through our global network of designers, artisans and luxury suppliers, we help clients create homes that are as individual as the people who live in them.
WHY BUYERS CONTINUE TO CHOOSE BRANDED LIVING
Branded residences offer something increasingly valuable, certainty.
Buyers know the level of service, quality and management they can expect, while benefiting from homes that often command stronger resale values than comparable non-branded properties. In Dubai, CBRE reports branded residences achieving average premiums of around 64%.
For many, investing in a branded residence is as much about confidence as it is about luxury.