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WHAT’S IN A NAME? THE RISE OF BRANDED RESIDENCES

The appeal of Branded Residences for high net worth individuals is obvious. Branded residences are luxury homes associated to a premium brand that offers prestige and recognition through association, in addition to services. They also offer investors the opportunity to buy into the quality and high levels of service which are synonymous with upscale luxury brands ...


The concept of branded residences began back in 1927 when Sherry-Netherland Hotel opened on Fifth Avenue and since then the concept has gone from strength to strength with over 400 branded residences scattered all across the globe with little sight of it slowing down Marriott International with brands such as Ritz-Carlton, St.Regis & W all within ins group has sixty branded residences planned for the future while Four Seasons has fifty plus projects under development.


Not just limited to hotel chains luxury brands and designers such as Versace, Baccarat and even Aston Martin have all lent their names to this new luxury property development.


Here we take a look at some of the newest branded residences on the market…

TWENTY GROSVENOR SQUARE, LONDON (FOUR SEASONS HOTEL AND RESORTS)

Twenty Grosvenor Square is London’s first Four Season residence and features 37 ultra-luxury three- to five-bedroom units at the very top end of the market. Steeped in rich history the building was once the home of the US Naval Forces in Europe and was frequented by the likes of General Dwight Eisenhower during the Second World War.

Located in the exclusive neighbourhood of Mayfair— The three, four and five bedroom apartments have each been conceived with the utmost luxury in mind with elegant features like drawing rooms, soaring ceilings, media rooms and family and catering kitchens all included. Spanning 250,000sqft, the Four Seasons residences will also include a private wine cellar, a spa with 25m swimming pool, state of the art fitness centre, cinema and private landscaped gardens.


Bringing the luxury of Fours Season’s , Twenty Grosvenor Square Four Seasons Residences will offer first class services and amenities from in-residence dining and catering and concierge services, to housekeeping, salon, spa services and even grocery stocking, event planning, childcare and pet care, the seamless amenities will be personally tailored to the lifestyle of each resident.


Prices start at £17.5 million for a three- or four-bedroom apartment of around 3,400 sq ft. Prices for five-bedroom apartments of 5-6,000 square feet start at £38 million.

For more information visit: www.20gs.com/residences


RESIDENCES BY ARMANI/CASA, MIAMI

Over the last few years Miami has been host to several branded residences with developments from Porsche, Aston Martin and Missoni. The new Residences by Armani Casa designed by architect Cesar Pelli with interiors from fashion designer Giorgio Armani is a 54-story new development with 308 exclusive, luxury oceanfront condominium residences.


The residential tower is located between Ocean II and Ocean III, at 18975 Collins Avenue in Sunny Isles Beach an area consider to be one of the best luxury oceanfront condominiums in the United States.


The apartments of Armani Sunny Isles will have 5 different designs. There will be 5 residential units on each floor and each will have approximately 1,300 to 4,000 square feet. The amenities, which set the difference between this and other luxury projects, include floor-to-ceiling glass windows 10 feet high, 3 floors reserved for private cabins and activities by the pool and full-service restaurants. Other prominent amenities include a modern gym and spa, oceanfront balcony and pools with sun loungers.


The building which has already sold 83% of its units is set to open later this year. Units in the Armani tower can range anywhere for $2.9 million for a two bedroom apartment to $17 million for a penthouse.

For more information visit: www.rbacmiami.com


ONE BARANGAROO, SYDNEY (CROWN RESIDENCES)

Situated in the new, trendy Barangaroo precinct on the edge of Sydney Harbour, The Crown Residences at One Barangaroo is an affluent project offering a limed collection of 82 exquisite residences that has been brilliantly designed to frame the spectacular views of Sydney’s Harbour icons.


Offering a selection of expansive 2, 3, 4 and 5-bedroom residences, with a very limited number of trophy Duplex Penthouses, the remarkable twisting glass design of the building and over-the-top amenities of the residences are matched only by the effortless luxury of the 6-star hotels services, offered to residents both day and night.

Developed by Crown Resorts, Australia’s leading independent hotelier and celebrated New York design firm Meyer Davis Studio Interiors the residences is scheduled for completion in 2021.


Prices start from A$9.5 million-plus () for two- to six-bedroom units; A$60 million for duplex penthouses.

For more information visit: www.onebarangaroo.com.au


ELLIE SABB RESIDENCES, BY EMAAR, DUBAI

Lebanese fashion designer Ellie Saab is collaborating with Dubai real estate development company Emaar to create a luxury, branded apartments, offering Palm Jumeirah, Dubai skyline and Arabian Gulf views. The Saab residences named the Grand Bleu Tower will form part of Emaar Beachfront, an under-development residential community in Dubai Harbour off the shore of Dubai Marina near Palm Jumeirah, which will be comprised of more than 20 towers.


The Saab-designed apartments will house between one and three bedrooms, with each home boasting a private balcony, and span between 670 square feet and 2,150 square feet. The four-bedroom collection of penthouses will be a particular highlight, overlooking the Arabian Sea, Palm Jumeirah and Dubai Marina. As well as great views, residents will have direct access to a private beach and numerous dining options in the building, as well as "luxury resort style amenities".


Taking cues from Miami's chic beachfront lifestyle, the property will also feature a private beach, landscaped pool deck on a high floor, as well as an infinity edge swimming pool.Residents will also have access to a pool deck on the eighth floor, with the design inspired by the laid-back yet stylish aesthetic of Miami. The deck will be terraced and landscaped to provide a city oasis for homeowners, with an infinity pool, gym and recreational facilities also available for use.


The new development will join the long list of other luxury properties in Dubai which also feature interiors by top fashion names including Giorgio Armani, Versace, Fendi, Ralph Lauren, and the late Karl Lagerfeld.


The luxury gated island destination is due for completion autumn of 2023.

For more information visit: www.emaar-elie-saab.ae


THE RITZ-CARLTON RESIDENCES, PARADISE VALLEY, ARIZONA


One of the world’s most recognized luxury brands, The Ritz-Carlton, is making its entrance into Arizona’s most affluent and desirable area, the town of Paradise Valley

Set on 20 acres overlooking Camelback Mountain, The Ritz-Carlton, Paradise Valley offers a luxury experience inspired by its surroundings and features both a resort hotel and residences.


The entire 105-acre project includes a 200-room Ritz-Carlton resort surrounded by 91 single-level villas and 45 single-family homes which range in size from 5,500 to more than 12,000 square feet. Floorplans can be personalized to meet the lifestyle of the homeowner and will feature three- to five-bedrooms that can also be configured as entertainment spaces. Each home can have a main and lower level with 22 homes having the option to add an additional upper level. By providing four different home plans and three different elevation styles that emphasize modern, prairie and Mediterranean-inspired architecture, the Estate Homes will be incredibly diverse as no two neighbouring homes will look alike.

An emphasis has been placed on creating generous, versatile spaces within The Estate Homes along with fully equipped kitchens, and optional prep kitchens, making these homes ideal for formal entertaining. Each home has a seamless transition from indoor to outdoor spaces which will allow homeowners to create their own oasis by adding expansive lawns, fountains, an outdoor kitchen or spectacular pool. Select master bathrooms will feature sliding doors that open out to a private water garden complete with outdoor showers and exquisite water features. Homeowners can also opt to have an auto showcase gallery, where an elevator will bring their exotic vehicle to be put on display in the lower level of their home.


Ritz-Carlton Residence owners will experience a “resort within a resort” with their own junior Olympic sized-pool, private and beautifully landscaped grounds, a dedicated concierge and residential management team, priority access to hotel amenities, and a host of a la carte services such as in-residence dining and housekeeping. The Villas and Estate Homes will be whole-ownership and Ritz-Carlton branded, serviced and managed.


Prices vary from the low $1 million to more than $5 million.

For more information visit: www.ritzcarlton.com


Article provided courtesy of PERFECT HOMES MAGAZINES summer edition

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