Drive along the Sheikh Zayed Road and it’s impossible to ignore the run of oversized billboards touting the UAE’s next generation of residential communities set to redefine our understanding of how luxury living should look. Whether sky-high penthouses with breathtaking views of the Arabian Gulf, mega villas with a biophilic design submerged in lush jungle, or floating duplexes with underwater living rooms accessible only by boat or helicopter, all promise a life less ordinary, attached to the most recognisable names in the luxury sphere, from high jewellery to haute couture.
The concept of branded residences is said to have been born in the USA in the 1920s at the Sherry Netherland Hotel on New York’s Fifth Avenue, which successfully operated serviced apartments alongside the hotel. This was followed in 1929 with the inception of private residences at The Carlyle Hotel on Madison Avenue, and in the 1980s by Four Seasons in Boston. The first international example is said to be in 1988, when Amanpuri Resort in Thailand, the flagship property of Aman Resorts, presented 30 residential villas for sale. By the end of 2023, there were approximately 1,300 projects around the world, with hotel branded residences accounting for 82 per cent of them.
According to Savills Residential Development Consultancy, the demand for branded residences has seen a 160 per cent growth globally over the past ten years, with Dubai recently being crowned the world’s capital. And according to a report by Knight Frank, Dubai’s branded residences have emerged as a top choice for high-net-worth individuals worldwide, revealing that 69 per cent of them are interested in owning a branded property in Dubai.
Who wants to own a branded residence and why are they so appealing?
Throughout history there have been instances of celebrities and socialites choosing to reside in the luxurious surrounds of the five-star establishments they frequented: Coco Chanel lived at the Ritz Paris for two decades, Marilyn Monroe at the Beverly Hills Hotel for two years, and Robert de Niro chose LA’s storied Chateau Marmont as his address in the 80s, all preferring to receive the five-star hospitality and level of service the hotels could provide, and that their exceptionally busy lives required. Today's branded residences aren't always attached to a hotel, several fashion, jewellery, automotive and big names in gastronomy are jumping on the bandwagon to offer their customers a fully immersive luxury experience from brands they trust.
“High-net-worth individuals are drawn to branded residences because they offer so much more than just a home," explains Badr Abdulla Alsuwaidi, co-founder and CEO of Nabni Developments, which has partnered with Hilton to bring the Waldorf Astoria Residences to Downtown Dubai, set for completion in 2028. "It’s about exclusivity and a lifestyle that reflects their taste and status. These properties come with world-class design, prestigious branding, and access to incredible amenities and services that make everyday life feel special.
“What makes them stand out is their association with big-name brands and world-renowned architects, which not only makes them look stunning but also boosts their investment value. In Dubai, for example, branded residences are trading at an 86 per cent premium compared to the mainstream market in 2023. That’s a huge leap above the global average of 30-35 per cent.”
In Dubai, branded residences are nothing new, with many big-name hotels offering residences adjacent to the main hotels or within them, but now an unprecedented number of exciting new projects are underway – currently 200 branded developments across 80 brands, making Dubai the most active market worldwide rivalling Miami, New York and London as a world leader in branded residential development.
Just opened along the Dubai Canal, Mr. C Residences Jumeirah (Cipriani’s hospitality brand) has been designed to evoke the ambience of a luxury yacht with 27 apartments featuring private elevators to each floor, plunge pools, penthouses with private rooftop gardens, a 24-hour concierge, Bellini Cafe, salon room, yoga studio and screening room.
Another upcoming residences born from a culinary brand are the ultra-stylish Nobu Residences and Hotel on Saadiyat Island in Abu Dhabi and Al Marjan Island in Ras Al Khaimah, both set to complete in 2027. With residences already in Los Cabos and Toronto, and more to come in Saudi Arabia, Cairo and Egypt’s up-and-coming North Coast, Chef Nobu and business partner Robert de Niro are pioneering a fully immersive lifestyle experience where even the kitchens of the 88 apartments have been thoughtfully curated by Chef Nobu himself, and homeowners will benefit from the exclusive opportunity to host private dining experiences catered by Nobu’s chefs. The Saadiyat residences will offer access to nine kilometres of pristine beach, exceptional views of the Frank Gehry-designed Guggenheim Abu Dhabi and state-of-the-art wellness facilities.
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Also on Abu Dhabi’s project list is Elie Saab Waterfront on Al Reem Island, which was recently presented at a private event to an exclusive crowd with a performance by superstar Nancy Ajram. Promising to deliver the same glamour and savoir-faire as the Lebanese couturier’s showstopping fashion collections, the sculptural 35-storey block will offer breathtaking marina views, a padel court, a gym kitted out with the latest fitness technology and interiors and furniture from the Elie Saab brand.
Other names in the fashion sphere bringing couture-level living to Dubai are Armani Beach Residences on Palm Jumeirah, due for handover in 2026; Cavalli Couture at Dubai Water Canal in 2025, and 51 exclusive villas by Karl Lagerfeld in Dubai’s Nad Al Sheba - described as lifestyle habitats each villa has a “central catwalk”, sunken lounge and waterfall edge pool, and comes with access to the Karl Lagerfeld Clubhouse.
More than appropriate for the Middle East market, a number of luxury car brands have moved in on the action too, with some of the most popular names in motoring announcing property partnerships. In 2028, The Astera, Interiors by Aston Martin will open in Ras Al Khaimah – the marque’s first Middle East collaboration – joining developments from Bentley, Bugatti, Mercedes-Benz and Lamborghini on the UAE roster.
It’s not just fashion, food, motoring and high jewellery brands (de Grisogono and Jacob & Co will join Bvlgari with namesake residences), hotels are still taking up the opportunity with new residential properties planned in the coming years from Nikki Beach, Dorchester Collection and St. Regis, as well as Aman's first foray into the Middle East with two new hotels and residences: Aman Dubai at Jumeirah Beach and Janu Dubai, a new 150-key hotel in DIFC, both slated to arrive in 2027.
First published on CNT Middle East