For today’s ultra high net worth buyer, a home is more than a place to live—it is a strategy. I have spent years advising clients across the U.S. and globally, and there is a clear pattern emerging at the very top of the market:
The 0.1% is moving into branded residences.
These are not marketing gimmicks. They are lifestyle commitments—often backed by fashion houses, hospitality icons, and automotive innovators. They offer more than aesthetic. They offer assurance.
I Saw It Firsthand
While in Marbella, Spain, I had the pleasure of touring several EPIC by Fendi residences with the exceptional team at Keller Williams Luxury España. I get the hype.
The craftsmanship, finish, and feel were exactly what the Fendi name promises—effortlessly refined, detail-obsessed, and undeniably current. It is not hard to see why this market is attracting the world’s most discerning buyers.
I have also toured Four Seasons and Ritz-Carlton private residences across the United States—including San Francisco, Portland, Minneapolis, New York, and Boston. Each time, what stood out was the precision of service, the caliber of community, and the quiet power of consistency. These are not developments. They are ecosystems designed for those who expect everything—without asking twice.
What Is a Branded Residence?
A branded residence is a home or development partnered with a globally recognized brand. It could be fashion (Fendi), hospitality (Aman), or automotive (Bentley). These properties promise a standard of service, finish, and design that aligns with the brand’s identity.
And that alignment is exactly what high net worth buyers are prioritizing.
Why They Buy
- Predictability across borders. They know what they are getting—whether in Dubai, Miami, or Costa del Sol. The brand standard is held.
- Lock-and-leave simplicity. Full-service. Fully managed. Fully secure.
- Global brand alignment. Buyers are not purchasing square footage. They are curating their identity. Do they identify more with Fendi, Dolce Gabbana, or Lamborghini? Aman or The Ritz?
- Long-term value. Scarcity and name recognition protect resale potential.
- Security and discretion. These homes are designed for privacy—often off-market.
Where They Are Buying
Top brands in the space:
- Four Seasons (Los Angeles, Tokyo, London, Dubai)
- Aman (New York, Tokyo, Bangkok, Turks and Caicos)
- Rosewood (Beverly Hills, Mexico City, Hong Kong)
- Ritz-Carlton (Miami, Boston, Kuala Lumpur)
- Bulgari (Dubai, Milan, London, Tokyo)
- Armani (Miami, Dubai, Mumbai)
- Porsche (Miami)
- Bentley (Miami)
- Fendi (Miami, Dubai, Cairo, Costa del Sol)
- Lamborghini (Dubai, Costa del Sol, Bodrum)
What the 0.1% Is Thinking
This is not about status. It is about strategy.
- They are hedging currency.
- Securing lifestyle residency options.
- Investing in stability across borders.
- Buying homes that integrate service, security, and global access.
Final Word
The ultra affluent are not chasing deals. They are making moves—quietly, strategically, and globally. And branded residences are becoming their preferred way to live, move, and invest because of the standards that are held. Which one should be on your radar?