Branded residences – luxury living redefined

In the realm of luxury living, branded residences have emerged as a coveted lifestyle choice, seamlessly blending opulence with exclusivity. Developed by renowned hospitality, luxury or fashion brands, these residences offer an unparalleled level of sophistication and service, elevating the concept of home to new heights.

The sector is experiencing unprecedented growth, with 700 branded residences completed globally and nearly the same number in development, all scheduled to launch by 2030. The appeal of branded residences lies in their ability to marry the prestige of a luxury brand with the comfort and privacy of residential living. For individuals seeking a distinctive lifestyle statement, these properties provide an opportunity to immerse themselves in the world of brands they have built loyalty towards.

Integrated services

What sets branded residences apart is not just the name on the building but the level of integrated service these exclusive properties offer. From meticulously curated spaces by world-class architects and interior designers, to exclusive access to every amenity you can imagine, each aspect is tailored to exceed the expectations of the discerning homeowner. Whether it’s waking up to panoramic views, enjoying spa treatments in your home or having your concierge stock your pantry with your favourite foods from renowned chefs, residents are treated to a lifestyle synonymous with luxury and indulgence.

It was recently announced that the first Ritz-Carlton standalone branded residential development in Canada will be constructed in BC’s Okanagan Valley. But the growth of branded residences is not limited to traditional hospitality brands. Fashion, automotive, culinary and luxury lifestyle brands are venturing into this market, further diversifying the offerings available to buyers, reflecting a broader shift towards lifestyle-driven real estate. Miami and Dubai have become the epicentres of this sector and recently announced projects such as the Bentley Residences and Mercedes-Benz Places are just a couple that offer this elevated blend of brand, luxury and living.

Evolving tastes and preferences

Standalone residences, particularly those affiliated with a non-hotel brand, will often provide its residents something unique. In Toronto, we have seen this with the launch of the Nobu Hotel and Residences, and more recently, the Freed Hotel & Residences have aligned their luxury residential tower with artwork by renowned Japanese artist Takashi Murakami and the restaurant brand Katsuya.

Looking ahead, the trend towards branded residences shows no signs of slowing down. As luxury brands continue to seek new avenues for expansion and establishing loyalty, the residential sector presents a lucrative opportunity to extend their brand identity and engage with affluent consumers on a deeper level. With the heightened demand, developers are likely to invest further in branded projects, catering to the evolving tastes and preferences of buyers globally. As they continue to redefine the concept of home, these properties are poised to remain at the forefront of the real estate market, shaping the way we envision and experience luxury in the years to come.