Dubai real estate is set to overtake New York and Miami in branded residences by 2029, according to ARADA.
The market is diversifying beyond traditional hospitality brands like Marriott and Hilton, incorporating fashion, luxury, and entertainment brands such as Armani.
“Dubai, which is always at the forefront of all innovation, used to be the third or fourth city by branded residence schemes. And now, within the next decade, the number of schemes is set to double,”
Rosa Piro, Senior Business Development Director, ARADA
As of July 2024, Dubai had over 71 branded residences in various areas, including Atlantis, the Royal, and Bulgari Lighthouse.
Currently, Dubai’s branded residences have a 70/30 split between hospitality and non-hospitality brands. By 2029, this ratio is projected to shift to 55/45.
“The landscape of branded residences is evolving with new players, including and especially from non-hotel brands. Although luxury hotel brands remain dominant, other chain segments are making strides, fostering diversification to cater to varying buyer demands across diverse geographical landscapes.
“Changes in usage patterns also continue to drive buyer preferences. With the ongoing shift to flexible and hybrid working, buyers of branded residences are using their homes for longer periods of time. This shift is prompting changes in amenity and service offerings on a global scale, as brands adapt to meet the evolving preferences of their clientele.”
Spotlight: Branded Residences – 2023, Savills
ARADA ranks 14th in Dubai for branded residence units and is tied for 10th in the number of schemes. They have upcoming high-profile projects in Dubai Harbour and the International Financial Centre.
ARADA has also introduced the concept to Sharjah, launching partnerships with EMAAR Hospitality for Vida Residences, Rove Home, and Anantara Residences.
While all branded residences will deliver a high level of luxury living, standalone residences, particularly those affiliated with a non-hotel brand, will often provide its residents something unique.
“The branded residences market now includes a myriad of different brands, with names in fashion and the motor industry such as Porsche, Bentley, Aston Martin and Bulgari.
“For purchasers, it’s important to work out what each brand offers and how that drives the value of a project. Homeowners know the Four Seasons brand has a near forty-year history and will deliver a hassle-free lifestyle in beautiful homes with a service-rich environment. We continually add services and experiences to enhance our residents’ lives.”
James Price, Vice President Residential, Four Seasons
A good example is DAMAC’s Cavalli Tower which is set to redefine luxury living. Situated in the vibrant Dubai Marina, adjacent to DAMAC’s Ocean Heights, the 71-storey Cavalli Tower will set a new standard.
In 2019, DAMAC marked its entry into luxury fashion by fully acquiring the renowned Italian fashion group Roberto Cavalli SPA. As one of the only regional property developers with full ownership of a luxury fashion house, DAMAC is uniquely positioned to embed Roberto Cavalli’s DNA into the very fabric of its branded properties.
Leveraging this harmonious relationship, Roberto Cavalli Home Interiors will infuse unmatched sophistication and style. They will achieve this by featuring vibrant prints and exquisite silhouettes and designs to elevate the lifestyle of residents.
