Luxury brands build high-end residences
Cassandra has been following the rise of non-hospitality brands entering the hotel sector since 2016. Now, brands are taking the trend even further by building branded residences. These luxury condos and apartments offer amenities unique to each brand.
Italian luxury brand Bulgari expanded from jewelry and leather goods into hospitality with its Bulgari Resort & Residences Dubai. Adjacent to the resort, the 168 residences are made up of one- to three-bedroom apartments and four-bedroom penthouses, in addition to 15 three- to six-bedroom mansions. On top of the design and artistic detail in each luxury unit, residents also have the perk of using the nearby hotel’s services such as housekeeping, catering, and personal shoppers. The Residences buildings also house a private fitness center, swimming pool, and steam room, and are close to the Bulgari Yacht Club
Miami’s Porsche Design Tower was created entirely with Porsche lovers in mind, down to the drive-in elevator that takes residents to their floor in the 60-story building without making them get out of their car. The fiberglass and suede found in the luxury brand’s automobiles is also incorporated into common areas of the tower’s 132 units, each of which have their own personal garage and access to a car concierge who will wash and perform routine maintenance on residents’ vehicles. Non-automobile-focused luxuries include private balconies complete with a pool, and use of the building’s spa and fine dining options.
Also located in Miami, the Residences by Armani/Casa offers 308 high-end residences from a collaboration between Armani and Casa Design Studio. Among the amenities the 56-story building will offer residents upon opening this fall is a private beach with 300 feet of water frontage. The lucky buyer of the $15 million six-bedroom duplex penthouse will also receive a free trip to Italy to meet designer Giorgio Armani. Modern youth are highly interested in meeting the people behind the brands they support, but at this price tag it’s doubtful this opportunity will go to a young consumer.