Luxury brands are entering real estate, bringing their style to first-class homes around the world.
By Lisa Klein / Lisa Klein
Every detail in the interior is selected according to the high standards of the favorite brand, including wall coverings and furniture. Living in such a residence is like being in a hotel 24/7. This is the future of branded real estate.
"I think the market needs something new and fresh," said Michele Galli, CEO of The One Atelier, an Italian branded property project company. "In this regard, the interior products of lifestyle brands are increasingly in demand." The beginning was set by elite hoteliers, who decided to add housing to their hotels. Ritz-Carlton, Mandarin Oriental and St. For years, Regis has been providing the trademark of its service to its permanent residents. Now luxury brands are entering the game, offering their home products in the style of the particular fashion designer, jeweler or car manufacturer. Properties furnished with lifestyle brands, which are already a lasting trend in the Middle East, are becoming increasingly popular in the rest of the world.
One Atelier has completed two such projects: Büyükyali, furnished by Fendi Casa, in Istanbul, Turkey, and Szervita Square, furnished by Bentley Home, in Budapest, Hungary. There are more and more lifestyle residences in the United States, especially in Miami, where Porsche Design Tower, Residences by Armani / Casa, Missoni Baia condos and Fendi Château Residences are located.
Carlos Rodriguez, managing director of Sierra Blanca Estates in Spain, inspired by interest in branded projects in Miami, began working with The One Atelier to create the first such property in Spain - Epic Marbella. At prices ranging from 2.5 to 7 million euros, each of the apartments is furnished with Fendi Casa and offers the services and security of a luxury hotel. "The times are extremely favorable for the Costa del Sol, where the market is very strong, and we really stand out by having our first branded project," said Mr Rodriguez.
"Introducing a luxury brand in the interior manages to create a good market position in almost any part of the world. This is the so-called "wow" factor.
Along with the usual mix of Spanish, Northern European and Russian buyers, as well as those from the Middle East, Mr Rodriguez believes Fendi Casa has attracted new customers to Marbella from the US, South America and Asia. The "wow" factor managed to sell 60% of the 56 homes, with about a year to complete and hand over. "It's obvious that developing branded projects is a way to increase the value of a property. The brand is a sign of quality, a sign of exclusive location, a sign that the services will be "five-star".
Over the past year, Sierra Blanca Estates has managed to sell most of the homes in Epic Marbella furnished by Fendi Casa online. Regardless of who exactly is on the luxury label, Mr. Rodriguez claims that "it makes the buyer feel safe, because obviously the brand has vast experience behind it in areas such as fashion, the automotive industry and others. These brands would only associate their names with things that are really high quality. Well-known brands create the effect of "trophy property", say Mr. Rodriguez and Mr. Gally. Buyers can associate the brand of their home with their personality in the same way they would wear a Chanel or drive a Porsche. But it's not just that. The quality and height of the services distinguish these properties.
At Epic Marbella, furnished by Fendi Casa, extras include a gym, spa, 25-meter swimming pool, kids club and concierge. "Our goal was to create the same living conditions that you would have if you lived in a hotel - comprehensive customer service," says Mr Rodriguez. Even better, "all areas are fully furnished by Fendi Casa."
"We were thinking about which brand would be appropriate to associate with Fendi Casa, and the natural answer was that of Karl Lagerfeld, who has been Fendi's leading designer for 30 years."
The One Atelier does not choose the brand by chance, but carefully considers it according to the location and the target buyers. "When we discuss with a customer which brand we could use, we look for an answer to the question of which are the most famous brands in the area where buyers come from," explains Mr. Gally. "The most important thing is to choose a brand that our customer trusts."
Storytelling is an important part of the essence of any luxury brand and something that brings a specific shine to branded residences.
"We have decided that Fendi Casa has the values we are looking for and combines them with timeless luxury," said Mr Rodriguez. "One Atelier was the tool we needed to bring this brand to Marbella." One Atelier explores the essence of the brand and finds ways to convey its distinctive features in architecture and interior design. Colors, shapes and materials should evoke the same mood as the brand's designs. After all, every detail - from the furniture to the wall cladding, from the flooring to the landscaping - is built in the spirit of the brand. Epic Marbella uses many natural materials, including travertine. "The building that houses the Fendi, the Palazzo della Civiltà Italiana, is lined with travertine," said Mr Gali. "This is something very distinctive about Fendi and Rome."
The future of branded real estate looks really promising. Although The One Atelier keeps secret which other brand
s it works with, the company reveals that it has several projects in Portugal, Russia, Saudi Arabia, China, Thailand and Mexico. Recently announced another prestigious Spanish project with Sierra Blanca Estates: Karl Lagerfeld Villas, Marbella - a boutique complex of houses, inspired by the legendary fashion designer Karl Lagerfeld.
"We were thinking about which brand would be appropriate to associate with Fendi Casa, and the natural answer was that of Karl Lagerfeld, who has been Fendi's leading designer for 30 years."
"The connection between Karl Lagerfeld and Fendi has always been extremely strong, he was an iconic figure and a remarkable artist, and their shared history is worth telling," said Gally. "We really want to bring about a change in the Golden Mile of Marbella and attract more brands to the area," added Mr Rodriguez.
At The One Atelier, that shouldn't be difficult, thanks to Mr. Gally's motto, "Let's see what we can do together."
Reproduced with permission from Luxury Portfolio International and Luxury Portfolio magazine. © Luxury Portfolio International. All rights reserved
The photos are provided by the Elegant Living showroom, where you can find the collections