Dubai sees boom in branded residences as buyers embrace lifestyle-driven luxury

21/08/2025 02:55 AST

Dubai has consolidated its position as the world's capital of branded residences, outpacing legacy luxury real estate hubs such as Miami, London, and New York, as buyers increasingly seek homes that fuse lifestyle, identity, and community with prestige and long-term value.

Branded residences, luxury homes developed in collaboration with internationally recognised names, are no longer confined to partnerships with hospitality giants such as Four Seasons or Ritz-Carlton. In Dubai, the concept has broadened to embrace global fashion houses like Armani and Missoni, automotive icons such as Bugatti and Mercedes-Benz, and lifestyle innovators like Six Senses and Cipriani.

Buyers are willing to pay premiums of between 40 and 60 per cent for these properties compared to non-branded equivalents, drawn by the promise of curated experiences, brand loyalty, and future resale value. According to industry reports, branded residences in Dubai have grown by more than 160 per cent over the past decade, far outpacing the global average and redefining the city's real estate landscape.

"Today, a home is no longer just a physical asset; it's an extension of one's values and ambitions," said Rui Liu, chairman and founder of Leos Developments. "The rise of branded residences in Dubai reflects a natural evolution of how people want to live, with wellbeing, community, and purpose carrying as much weight as location and price."

Dubai's branded residences are also outperforming rivals in terms of global competitiveness. While Aston Martin Residences in Miami fetch as much as Dh25,000 per square foot, Dubai's Bvlgari Residences are priced at around Dh10,500 per square foot, offering value alongside prestige. Yet, the emirate can also command ultra-premiums: Bugatti Residences in Dubai are selling at a 237 per cent premium, rivaling or even exceeding international benchmarks.

The rapid ascent of this segment is tied to structural advantages that make Dubai uniquely positioned to dominate. Strategic government policies, investor-friendly regulations, and bold master planning have ensured that the emirate continues to attract high-net-worth individuals seeking more than just square footage. Benefits such as 100 per cent foreign ownership, zero income tax, and long-term Golden Visas have given investors strong incentives, while Dubai's 2040 Urban Master Plan is steering development toward sustainable, wellness-focused, and community-oriented growth.

"High networth buyers are no longer just looking for property. They're investing in lifestyle, brand value, and long-term growth. Dubai offers all three, and that's why it's outperforming legacy markets like London and Miami," said Christopher Cina, director of sales at Betterhomes.

The appetite for branded living is illustrated by transaction data. In 2024 alone, Dubai recorded the sale of 13,000 branded residences worth Dh60 billion, representing 8.5 per cent of all real estate transaction value in the city and a 43 per cent year-on-year rise. The scale of growth reflects not only buyer demand but also developers' increasing reliance on strategic collaborations. Partnerships have become the hallmark of the sector, with developers like Binghatti launching Bugatti Residences, Arada unveiling Armani Beach Residences, and Select Group bringing Six Senses Residences to Dubai. Meanwhile, leading names such as Emaar, Meraas, and Nakheel are building entire districts anchored by lifestyle brands, ensuring branded real estate becomes embedded in the city's urban fabric.

The introduction of Hadley Heights 2 by Leos Developments represents the evolution of this market to new frontiers. Developed in collaboration with Olympic swimmer Tom Dean, the project has been recognised as the world's first Olympic-branded residence. Located in Dubai Sports City, it features Olympic-grade facilities including AI-powered gyms, rooftop running tracks, CrossFit zones, immersive sports simulators, and wellness parks, in addition to family-focused amenities and prime connectivity through Sheikh Mohammed Bin Zayed Road, Hessa Street, and the upcoming Blue Metro Line.

According to research by Knight Frank and Property Monitor, Dubai buyers are leading global markets in their willingness to pay premiums for branded homes, averaging 157 per cent compared with Europe's 265 per cent, Thailand's 270 per cent, and the United States' near 500 per cent. This demonstrates that Dubai offers both a competitive entry point and a platform for super-prime developments.

The boom reflects shifting consumer behaviour, where lifestyle and brand identity now play as crucial a role as location. For many buyers, these homes are about more than exclusivity; they represent community, wellness, and a personal statement. Analysts highlight that Dubai's cosmopolitan mix of residents and investors makes it the perfect market for such concepts to flourish. The city's global connectivity, vibrant tourism economy, and concentration of ultra-wealthy residents ensure a steady pool of buyers who value both immediate lifestyle benefits and long-term capital appreciation.

Looking ahead, Dubai's branded residence sector shows no signs of slowing. More than 140 branded projects are expected to be delivered by 2031, reinforcing the emirate's global dominance in this segment.

With 48,474 branded units spread across 144 developments, and more than 5,500 new residences added in the first half of 2025 alone, the emirate is leading a global transformation in luxury living that reflects the evolving priorities of a new generation of property buyers.

Khaleej Times