Why global luxury brands are investing in branded residentials
Image: The OWO | Source: https://theowo.london/
It used to be that fashion houses and luxury hotels stayed in their lanes. Couture stayed on the runway. Hospitality remained behind the lobby doors. But over the past decade, something has shifted. Global luxury brands are moving into residential real estate and doing it in a way that blends lifestyle, design and prestige into a single address.
At SP3 London, we've been watching this evolution closely. From Knightsbridge to Mayfair, more and more developments are being shaped not just by architects and planners, but by the identities of the world’s biggest brands. So what’s behind this shift? And what does it mean for buyers, developers and the London market?
A New Type of Luxury Living
Branded residentials are homes created in partnership with established luxury brands. Often this means hotel groups, fashion houses or design icons lending their name, aesthetic and service model to a residential development. These are not theme parks. They are high-spec, well considered and deeply tailored living spaces with the polish and pedigree of their parent brand.
For residents, that might mean having access to 24-hour concierge, spa facilities, fine dining and housekeeping, all modeled after a five-star hotel. For fashion-led properties, it might involve interiors curated by the brand’s creative director, private showrooms or a design language that reflects their style.
Why Are Brands Entering the Residential Space?
There are several reasons. First, it deepens brand loyalty. By extending into how someone lives day to day, a luxury brand becomes part of their lifestyle, not just their wardrobe or holiday. It creates an immersive brand world.
Second, it taps into a growing demand for lifestyle-led living. High-net-worth individuals increasingly want homes that reflect not just wealth, but identity. A residence designed by Armani or operated by Raffles says something about who you are and what you value.
Third, it makes financial sense. Branded residences often command a premium, sometimes up to 30% more than non-branded equivalents. For brands, it's a smart, scalable way to diversify.
London’s Standout Examples
London has quickly become a key player in this global trend, offering some of the most sophisticated branded residential experiences in the world.
The OWO Residences by Raffles, Whitehall
(Website: https://theowo.london/the-owo-residences)
Image: The OWO | Source: https://theowo.london/
Set within the former Old War Office, The OWO has been reimagined into a world-class destination with residences fully serviced by Raffles. Behind the grand Edwardian façade are elegant homes with access to spa facilities, dining, concierge and even valet parking. Every detail echoes the brand’s heritage and hospitality roots. It’s not just about luxury, it’s about lifestyle, legacy and service at every level.
Mayfair Park Residences, Dorchester Collection
(Website: https://www.dorchestercollection.com/residences/mayfair-park-residences)
Image: The OWO | Source: https://www.dorchestercollection.com/
Just steps from The Dorchester hotel, these homes allow residents to live with the same five-star service on a permanent basis. Interiors are designed with discretion and elegance, while the connection to the Dorchester Collection ensures world-class dining, spa and wellness experiences are available at all times. It’s luxury without compromise.
Bulgari Residences, Knightsbridge
(Website: https://www.bulgarihotels.com/en_US/london/the-hotel/overview)
Next to the Bulgari Hotel London, these residences extend the brand’s commitment to Italian craft, beauty and sophistication. Residents benefit from private entrances, underground parking, access to the hotel’s spa and cinema and interiors that reflect Bulgari’s refined aesthetic. It’s where high fashion and high living quietly meet.
Fashion Brands Are Following Suit
Fashion houses are beginning to take note. Globally, we’ve seen Armani, Fendi, Versace and Missoni enter the residential space. In London, while still relatively new, the appetite is growing. Buyers are no longer just looking for square footage and postcode, they want storytelling, styling and a sense of belonging.
Imagine a penthouse shaped by the hands of a design house. Materials, colour palettes, even hardware choices all curated with brand DNA. It brings cohesion and personality to the entire project.
Why It Works
Branded residences succeed because they build trust. Buyers recognise the names, Six Senses, Aman, Baccarat and associate them with consistent quality. That familiarity gives confidence the same standards will apply when those brands move into property.
They also reduce friction. Residents know what to expect. The experience is pre-defined, with service, amenities and aesthetics delivered to a global template. For investors, that predictability translates into reassurance and often, higher resale value. Branded homes tend to hold their desirability because they are rare and come with an added layer of prestige.
Yet there are trade-offs. What creates consistency can also limit creativity. A home shaped by a corporate identity risks feeling more like a product than a personal space. And while the brand premium adds market cachet, it doesn’t always equate to genuine design innovation or individuality.
This is where opportunities exist for firms like SP3 London. Not every buyer aspires to live in a branded environment, and not every development secures such a partnership. SP3 London bridges that gap, delivering residences that rival branded projects for quality and service, but with an emphasis on originality, authenticity and client-led design. Where global names set a standard, SP3 London brings the freedom to create something distinct, meaningful and personal.
The Risks of Branded Living
Whilst branded residences undoubtedly carry prestige, they will also come with trade-offs. One of those main concerns is individuality. With fashion houses and hotel groups setting the design tone, homes can start to feel more like brand showcases than personal sanctuaries. For clients who value uniqueness, that loss of individuality is a real drawback.
There’s also the question of value. Branded residences often sell at a significant premium, sometimes 20 to 30% higher than the average market prices but buyers may be paying more for the logo than for true design innovation or long-term liveability. And for the wider design industry, these projects narrow the opportunities for independent interior designers to bring their creativity and local knowledge to major developments, creating a more homogenous idea of what “luxury” looks like.
What It Means for London
For London, branded residences represent more than just another property trend, they’re reshaping the way luxury living is marketed and delivered. They bring global attention, attract overseas investors seeking turnkey prestige homes and help developers differentiate in an increasingly crowded market.
But this new tier of living also creates challenges. When design becomes tied to a corporate identity, individuality can be lost. The city risks moving toward a homogenous idea of “luxury,” where the lifestyle is pre-packaged rather than personal.
Not every development will secure a Bulgari or Raffles collaboration and not every buyer wants their interiors dictated by a fashion house’s aesthetic. At SP3 London we offer an alternative solution, a way to deliver residences that are equally luxurious but rooted in individuality, heritage and the personal vision of the client. By combining design management with a bespoke, client-first approach, we help projects stand out on their own terms, ensuring they carry both prestige and personality.
Final Thoughts from SP3 London
At SP3 London, we see branded residences as both a milestone and a challenge for the industry. They raise the bar for design and service, but they also risk overlooking what makes a home truly personal. Not every buyer wants their living space to be defined by a corporate identity or tied to the aesthetics of a global brand.
Our work has always centred on creating bespoke, client-led interiors, homes that respond to the individual, not the logo. Where branded residences may offer a uniform polish, we believe in designing residences that are distinctive, meaningful and deeply attuned to the way our clients live.
For developers, this means there’s an alternative, when a project doesn’t secure a Bulgari or Raffles partnership, it doesn’t mean it can’t compete. Through design management, FF&E expertise and a client first approach, SP3 London helps projects stand out in their own right, offering buyers individuality and authenticity alongside luxury.
In a market increasingly defined by brand power, our message is clear, “true luxury is not about wearing a label at home, it’s about living in a space that reflects you.”
If you’re interested in finding out more about our residential design management services, please contact us.
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