With the global COVID-19 pandemic amplifying the importance of the home, the appeal of ‘having everything at your doorstep’ has never sounded more attractive. Perhaps even more so, the turn of phrase ‘everything without ever having to leave your home’.

With the movement towards rightsizing and increasing popularity of integrated living, that is, residential developments offering lifestyle services, often with a brand name attached (of which there are many from famed fashion designers, luxury car marques to leading hoteliers), the sector of the market known as ‘branded residences’ is continuing to gain global momentum.

Attractive for the assurance of quality and security that comes with a known brand, particularly for hospitality schemes which are proving the most popular, features such as amenities, the provision of services and hospitality-trained management seem too good to pass up, especially now.

With recent events, we speak to our colleagues around the world to get their take on the enduring appeal of branded living and where its future is headed.

USA - New York

Georgina Atkinson, Manager, Residential, Knight Frank APAC

Image: Manhattan's most exclusive collection of private residences, The Towers of the Waldorf Astoria, situated above the world's most glamorous hotel 

1. How has the concept of ‘branded residences’ evolved in your market?

The branded residence concept was born in New York with the very first true branded residence, The Sherry Netherland Hotel in Manhattan opening its doors in 1927. Since then, hotel branded residences have been a key segment of New York City luxury real estate.

Throughout the early 2000's, a number of large-scale hotel branded condominiums came to market – this revival of the concept reflected the rapid expansion of global wealth and the focus of New York as a dominant, global city for high-net-worth individuals, as it is today. In the years since, branded residences have created a niche in prime and super prime developments, with the largest presence of branded residences in the world located in the US.

2. Have recent events increased the desire for fully integrated services?

Given New York’s global status, there has always a demand for homes that offer a true, fully integrated service offering and our data indicates that buyers are willing to pay a 20-30% premium for this.

To have access to an unrivalled level of services and amenities, such as what The Waldorf Astoria will offer, without the need to physically leave your home is a fundamental trend we are seeing at present.

Upon completion in 2022, residents of The Waldorf Astoria will enjoy exclusive access to over 4,645 square metres of private residential amenities as part of the condominium residences, plus access to over 9,290 square metres of amenities at the Waldorf Astoria New York Hotel. Residents will enjoy signing privileges at the hotel's restaurants and bars, preferred pricing, and a la carte services like housekeeping and 24-hour in-residence dining.

We expect this trend to continue as service, convenience and security will always be of great importance to the global elite.

Image: Come and go as you please with The Waldorf's fully serviced 24/7 security, allowing for a seamless lock-up-and-leave lifestyle in the heart of Midtown, Manhattan

THE MIDDLE EAST – The Royal Atlantis Residences, Dubai

Maria Morris, Partner & Head of Residential, Knight Frank Middle East

Image: The Royal Atlantis Residences lies on the crescent of The Palm, one of the world's most exclusive addresses, and the ultimate location to call home

1. How has the concept of ‘branded residences’ evolved in your market?

Dubai is world-renowned for its first-class hotels and luxury lifestyle. As such, the branded residences market has evolved significantly over the last decade, as the space for high-quality, well designed property became more competitive. We have seen a shift in the overall landscape with a new level of prime properties for the more discerning homeowner coming to the forefront. 

2. Given the proliferation of different types of branded residences in Dubai, what distinguishes a hospitality-led scheme like yours?

The integrity of the branded offering is what really distinguishes the best offerings from the mainstream. At The Royal Atlantis Residences as an example, the values at its core are delivering the very best homes in terms of design, architecture and interiors of course; but more than that its discretion and privacy; first-rate experiences and service; and being part of a like-minded community, almost a private members club of sorts. These key components are what truly distinguish this development as best-in-class not only for Dubai, but globally.

The importance that our buyers place on exceptional levels of service and great amenities has always been paramount, but perhaps more so than ever given the current situation. Lifestyle, safety, wellbeing and convenience are the key factors that our clients are looking for, and our best-in-class branded residences here in Dubai certainly tick all the boxes. 

Image: The residents' pool at The Royal Atlantis Residences (TRA). Sprinkled through the apertures of the building are private outdoor terraces with pools, plus a 90 metre high infinity Sky Pool and impressive water feature at TRA

EUROPE – The Four Seasons Private Residences, Madrid

Humphrey White, Partner & Managing Director, Knight Frank Spain

Image: The Four Seasons Private Residences Madrid, an intimate collection of 22 apartments in the heart of the Spanish capital redefining the meaning of luxury urban living 

1. How has the concept of ‘branded residences’ evolved in your market?

Currently, the Four Seasons Private Residences Madrid (FSPRM) are the first branded residences in Spain. This concept didn’t exist in Spain until our launch and has become in high demand amongst luxury buyers.

FSPRM is a refurbished landmark development behind a period façade within “Old Madrid” – slightly further south of where other luxury developments can be found. However, given the Four Seasons brand and luxurious specifications, the apartments raised unprecedented interest and all 22 apartments sold for a record minimum of A$24,800 per square metre. Spaniards proved to be the largest buyer group, followed by buyers from Mexico and then the Middle East: a truly international appeal.

2. Have recent events increased the desire for fully integrated services?

Interestingly, most of the apartments sold post-pandemic demonstrated how resilient the Four Seasons brand is and strength of investor appetite for ‘branded’ residences in Madrid.

It is too soon to draw full conclusions on how COVID-19 will affect consumer habits and residential demand. However, even within this relatively short period of time, enquiries on our website have moved further towards developments, increasingly apartments, with better services and amenities, mainly outdoor with swimming pools, gardens, open spaces and gated communities.

Image: FSPRM, located behind Centro Canalejas, combines the history and modernity of Madrid with Four Seasons' service and outstanding amenities in their first Spanish hotel and integrated residences 

AUSTRALIA – Crown Residences at One Barangaroo, Sydney

Erin van Tuil, Partner, Knight Frank Australia

Image: Crown Residences at One Barangaroo, the residential component comprising 82 apartments that sit above the new Crown Sydney resort set to open in December 2020

1. How have you seen the concept of ‘branded residences’ evolve internationally and locally?

Branded Residences are making their first true arrival into Australia with the soon to be completed Crown Residences at One Barangaroo. Branded Residences have been growing in popularity around the world and its introduction into Australia, as a new concept for apartment living, is proving popular in Australia given the clear lifestyle benefits.

Image: The private residents' lobby entrance at One Barangaroo. Exclusively available to residents are their own dedicated team of hotel-trained staff, concierge, valet and security, in addition to unfettered access to all of Crown Sydney's luxury resort amenities 

2. There is the school of thought that the branded residences trend has come and gone. Why do you think ‘branded residences’ are now making a comeback?

Certainly, there has been a growing trend for health and wellness over the past few years and branded residences feed into this with well-maintained pools, gyms and other wellness services on site.

Integrated hotel branded residences will always be sought after. The lure of serviced living combined with heightened consideration for health and well-being and low-maintenance living will only increase desirability for hotel branded residences, where the hotel brand is well-respected and comes with service delivery certainty. This has been the case with Crown Residences, with our purchasers taking comfort in knowing Forbes award-winning Crown Resorts will be taking care of their every need.

Image: The two infinity's edge pools at Crown Sydney. The residents and VIP-only pool sits above that of the hotel pool, with residents enjoying priority access and bookings to the spa, tennis court and 15 bars and restaurants housed within the resort

To learn more about the world of branded residences, download our report here.

Listen to our podcasts on branded residences below

Dan Tubb, senior director of sales at The Towers of the Waldorf Astoria Residences New York – talking about why to invest in a branded residence 

Victoria Garrett talking about Wealth Growth