The global property market is witnessing an unprecedented surge in luxury branded residences, a sector once considered niche but now firmly established as a mainstream asset class. From Miami to Dubai, branded living has evolved from hotel spin-offs into a diverse ecosystem that includes automotive design houses, couture fashion labels and wellness pioneers. With more than 600 branded projects completed worldwide and forecasts suggesting the number will exceed 1,000 by 2030, analysts describe this as one of the fastest-growing segments of global real estate. Premiums remain strong too: branded residences typically sell at a 30–33% markup compared with comparable non-branded homes, underscoring the value attached to name, lifestyle and services.
Analyst view — Knight Frank (2025): Global inventory tops 600 schemes and is on track to exceed 1,000 by 2030, with average premiums in the low-30% range relative to non-branded peers.
A Changing Definition of Luxury
Traditionally, branded residences were tied almost exclusively to hotel chains such as Four Seasons, Ritz-Carlton or Mandarin Oriental. Buyers were drawn to the assurance of service and the comfort of a familiar name. Today, the market is diversifying rapidly. Instead of simply offering access to five-star hotel amenities, projects are now positioning themselves as lifestyle ecosystems.
Developers are competing in what many call an “amenities arms race.” Residents are no longer impressed by gyms or pools alone—they expect private members’ clubs, beach clubs, fully serviced spas, co-working hubs and even medical-grade health facilities. In some projects, entire floors are dedicated to wellness programs, longevity diagnostics and concierge-style healthcare.
Analyst view — Savills (2024–2025): The premium persists where service delivery, governance and amenity programming are substantive; badge-only offerings risk eroding value over time.
Ferrari: Design Innovation on Display
While Ferrari has not yet launched a namesake tower, its design partner Pininfarina has become a quiet force in the luxury residential sector. Known for shaping some of the most iconic supercars in history, Pininfarina has transferred its design ethos into buildings that celebrate aerodynamics, clean lines and high-performance materials. Projects in São Paulo, Miami and Dubai illustrate how automotive DNA can be translated into homes that feel innovative, futuristic and unique. For buyers, the allure lies not just in prestige, but in inhabiting spaces where architecture and design share the same philosophy as a Ferrari.
Analyst view — Design lens: Automotive-influenced schemes command attention when the brand’s core design language is legible in apartment layouts, façades and shared spaces, not just in marketing.
Fendi Casa: From Interiors to Full Branded Living
Few fashion labels have embraced residential real estate as fully as Fendi Casa. Early collaborations were limited to interiors, but recent projects now carry the brand at the forefront of development. In Dubai, Casa Canal by Fendi Casa is among the city’s most talked-about launches. Prices start from AED 22.5 million (~€5.6 million) for three-bedroom residences, while penthouses and sky-villas soar above AED 75 million (~€18.8 million). The scheme promises double-height salons, private pools, bespoke furniture packages and curated services that rival luxury hotels.
Beyond Dubai, Fendi Casa is also expanding in Florida. In Aventura, north of Miami, the boutique Avenia project offers just 22 residences starting from $5 million (~€4.6 million). Completion is scheduled for 2027–2028, and demand has been strong among both U.S. and international buyers, underscoring the appeal of ultra-limited supply models.
Analyst view — Miami market: Boutique scale and brand scarcity tend to support resale liquidity and pricing power, but absorption hinges on waterfront positioning and HOA cost discipline.
SHA Wellness: Health as the Ultimate Amenity
In contrast to fashion and automotive names, Spain’s SHA Wellness has built its brand not on glamour but on health. Long established as a leader in longevity and preventive medicine, SHA is now embedding its services directly into residential communities.
The flagship international expansion, SHA Residences Al Jurf in Abu Dhabi, is priced from AED 4.6 million (~€1.15 million) with completion expected in late 2026. The development includes both apartments and villas, with some villas priced close to AED 30 million (~€7.5 million). What sets it apart is the integration of diagnostic clinics, personalized nutrition programs, and recovery therapies within the residential campus itself. Residents essentially buy into a lifestyle where healthspan—living longer, better—is the cornerstone of daily life.
Analyst view — Wellness thesis: Health-first services with clinical depth (assessment, recovery, nutrition) convert into higher occupancy and longer holds than spa-only models.
Market Evidence: Premiums in Action
Resale figures back up the branded premium. At Fendi Château Residences in Surfside near Miami, current listings include units around 3,325 square feet priced from $10.9 million (~€10 million), equating to nearly €27,000 per square metre. Comparable non-branded condos in the same location achieve substantially lower rates, proving that buyers are willing to pay significantly more for brand cachet and service assurance.
Elsewhere, Dubai’s Casa Canal has already recorded off-plan resales above launch prices, showing strong liquidity in a market where supply of branded waterfront homes remains constrained. In the wellness niche, SHA has received reservations from global buyers even before construction, highlighting pent-up demand for health-first living.
Analyst view — Pricing: The premium is most durable in prime waterfront or truly scarce submarkets; in secondary locations, premiums compress if operating standards slip.
Risks for Investors
Despite the optimism, risks exist. Service charges are often higher than standard luxury projects, driven by extensive staffing, amenities and maintenance requirements. Investors must calculate these costs carefully when evaluating rental yields. Another concern is operator durability—while hotel brands have decades of experience in service delivery, newer entrants must prove they can sustain high standards over the long term. Liquidity also varies by location: markets like Dubai and Miami are highly active, but secondary or emerging cities may face slower resale demand.
Analyst view — Risk screen: Stress-test HOA/service fees against realistic rental assumptions; underwrite operator track record and replacement provisions in the management agreement.
Outlook: Expansion Ahead
The branded residence boom shows no signs of slowing. With ultra-high-net-worth individuals seeking more secure, experiential and globally recognizable investments, developers are racing to partner with household names. Expect more wellness-first models in the Middle East, fashion-driven schemes in North America, and design-led residences in Latin America and Asia.
Ferrari, Fendi and SHA illustrate the diversity of this sector: from supercar aesthetics to couture interiors to medical-grade wellness, each demonstrates that luxury living is no longer defined by space or views alone. Instead, it is about identity, lifestyle and belonging to a global community of the brand.
