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Branded Living

a hotel. Standalone projects can also be more lucrative for developers, as they
fetch higher prices. Buyers pay more up front for a name that is linked to high-
quality service and craftsmanship, top-notch design and bespoke amenities.
In most cases, moving into a branded residence requires only one thing
besides the ability to pay for it—a suitcase. More often than not, those buying
a second, third, fourth or even fifth home want an efficient, no-fuss experience.
What a hotelier brings to the table when they create a branded residence is
obvious, but for luxury brands such as Dolce & Gabbana, Fendi or Baccarat,
the lifestyle expertise they bring to the project is more nuanced.
“Dolce & Gabbana is a great example of a seamless lifestyle transition,”
Gonzalez-Arias says. “It already has a furniture and accessories line, Dolce
& Gabbana Casa, and has been a part of beach clubs in Spain and Italy, so it has
experience in the hospitality world. If you see Dolce & Gabbana’s latest shows
in Italy, it is not just about fashion but about lifestyle. It is important to remember
that it excels in custom-made, handcrafted clothes and has a deep connection
to Italian history and a very loyal clientele. With this residential project, we’re
selling the lifestyle above all.”
This comes in the form of travertine flooring sourced from Italy, while
the entrance is punctuated by decorative golden beads, similar to the brand’s
necklaces and handbag hardware. It’s these subtle and defining details that
draw in customers and ultimately command a premium. “Buying into a brand
often guarantees quality,” Gonzalez-Arias says.
In Switzerland, where branded residences are quite new, Steiger & Cie
Sotheby’s International Realty recently launched Fendi Private Residences Crans-
Montana. The residences are outfitted by Fendi Casa, the brand’s home and decor
line. When you work with Fendi, explains Florian Steiger, co-founder, Steiger &
Cie Sotheby’s International Realty, the brand uses its go-to architect, Marco
Costanzi, to design, renovate or recreate spaces. He is responsible for designing
Fendi boutiques, which adds a through line to every project he works on.
In some residential projects, the brand tie is much more evident. Baccarat,
the French crystal glassware company founded in 1764, now also sells high-end
home decor, lighting and jewelry. The first Baccarat Hotel and Residences
opened in 2015 in New York City. From the restaurants to the bedrooms and
the palatial apartments, the property feels like a Baccarat boutique. The
company has plans to open similar projects in Miami and Dubai. In Dubai, the
Baccarat Hotel and Residences, set for completion in 2026, will include 144
hotel rooms and suites and 49 branded residences, offering two- to four-
bedroom apartments and four- and five-bedroom penthouses.
In terms of amenities, gone are the days of windowless gyms or uninspiring
terraces. Luxury condominiums are akin to checking into your most anticipated
vacation destination, chock-full of amenities and round-the-clock services that
cater to your every whim. The 115,000 square feet of amenity space at 888
Brickell Dolce & Gabbana includes a 4,000-square-foot pool deck, a swimming
pool, three signature restaurants, a Dolce & Gabbana-branded spa and a fitness
center. The brand’s singular amenities also include services such as custom
tailoring—a resource that might entice the most discerning fashion devotees.
Branded residences are considered trophy properties thanks to their
premium price tags, premier amenities, turnkey lifestyle and access to a global
brand network. Today’s luxury homebuyer is more invested in holistic lifestyle
experiences, which offer the ability to fully immerse into a brand’s aesthetic
or service philosophy. Beyond the prestige of these designer addresses, branded
properties serve curated living experiences on a silver platter. 0
Emma Reynolds is a New York City-based writer and editor covering luxury
lifestyle and travel

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