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The idea for ‘luxury branded residences’ began in 1919 on New York’s Upper East Side when the larney Hotel New Netherland collaborated with Sherry’s restaurant on what would become Fifth Avenue’s Sherry-Netherland apartment hotel – the first ‘fashionable home’.

By the 1990s, competing Four Seasons- and Ritz-Carlton-branded residences were springing up all over cities like Boston and New York.

Today, luxury carmakers like Bugatti and Pagani are continuing the trend and taking their aerodynamic curves and bespoke craftsmanship to luxury residences all across the world.  Naturally, Bragging rights quadruple when you’re not just driving a Bugatti, but living in a Bugatti-inspired home.

Fashion houses like Armani, Roberto Cavalli, Karl Lagerfeld, and Fendi, along with jewellery brands like Bulgari, Baccarat, and Jacob the Jeweller, have announced glittering branded projects in booming international hotspots like Miami and Dubai over the past ten years, causing the market to spike by 150% in terms of luxury-branded residencies.

Automotive manufacturers have now officially entered the race for branded living with Porsche, Bentley, Bugatti, Aston Martin, Mercedes-Benz, and even niche builders Pininfarina and Pagani recently announcing plans to build their very own high-design, high-power residences.

 

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While bragging rights may be a factor, the truth is that luxury-branded residences add an expected value of up to 40% over comparative nonbranded residences, and according to Executive Vice President of Gibson Sotheby’s International Realty Michael Carucci, the financial benefits of a Pagani house makes it more desirable than just another mansion.

“Think of it as like a Good Housekeeping Seal: people feel familiar with these brands, and there’s an established level of trust.”

“Brands do it for the additional revenue, and of course the exposure, while the developers do it for product differential. When developers come to the market, especially in places like Miami and Dubai, where you have a massive saturation of new developments, they want to stand out.”

Bugatti CEO Mate Rimac tells Robb Report that while  Bugatti is “the pinnacle of automotive”, they are excited to offer that experience in other categories as well.

“For example, in housing, especially in Dubai, where people are striving for the top, we found an interesting opportunity to build a Bugatti building and bring the French luxury flair to Dubai. That was the idea: if we give our designers the creative freedom to apply what we do with a Bugatti hypercar into a building, how would it look like? This is the result.”

 

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Whether it be Aston Martin, Porsche, Bentley, or Bugatti, the development process follows a similar path: a real estate developer owns a piece of undeveloped land, and they discern which luxury brand would work best with their property, regardless of category.

“Someone’s not going to buy a Dolce & Gabbana house because they wear Dolce & Gabbana suits. But if you own a Pagani and you want to have a place in Miami, you’re probably going to want to buy the Pagani Residence.”

A further powerful advantage that car brands naturally possess is an ingrained style, a distinguishable visual design DNA that, in certain situations, has decades of history.

Designers may effortlessly incorporate a brand’s identity into both the façade and inside of a building by utilising these distinctive designs, which are unachievable for fashion labels, hotel chains, or jewellers.

Another singular advantage automotive-branded residencies offer is the ability to implement their luxury vehicles directly into the visual makeup of the building, be that with specialized parking museums, showcasing vehicles in lobby locations, or, better yet, allowing owners to display their seven-figure vehicles as a work of art inside their own apartment.

As for the ordinary guy, nothing is stopping you from creating your own 2019 Renault Stepway-inspired home. But then again, why would you want to?

[source:robbreport]