ABU DHABI : Dubai has emerged as the epicenter of a worldwide transformation in luxury real estate, with branded residences redefining how people live and invest. Homes developed in partnership with leading automotive, fashion, and hospitality brands are achieving price premiums of up to 198 per cent compared with traditional properties a trend unmatched anywhere else.
The global branded residences sector has expanded by 160 per cent in the past ten years, with Dubai leading the charge. The emirate today counts 61 completed branded projects and has more than 100 under construction, giving it the largest development pipeline in the world. By 2031, over 140 branded residential projects are expected to be delivered, securing Dubai’s position as the hub of this sector.
Originally pioneered by luxury hotel groups such as Ritz-Carlton and Four Seasons, branded real estate has since attracted a broader range of names. In Dubai, brands including Bugatti, Mercedes-Benz, Armani, and Six Senses are now shaping residential spaces, each offering design, lifestyle, and service standards that reflect their global identity.
The financial advantage of brand association is clear. Bugatti Residences in Business Bay command premiums close to 198 per cent, while Armani Beach Residences and Mercedes-Benz Places achieve premiums above 130 per cent over comparable non-branded homes.
“Luxury real estate is evolving. A home is no longer simply where you live, but a reflection of identity and aspiration,” said Louis Harding, CEO at Betterhomes. “In Dubai, branded residences already command around a 40 per cent premium compared to traditional homes, and with more than 140 projects set for delivery by 2031, the city is clearly leading a global shift in how we live and invest.”
Beyond prestige, branded residences consistently outperform traditional properties in terms of resale value and sales velocity. Investors are drawn to their stability and long-term growth potential, while residents value the exclusivity, amenities, and lifestyle alignment that branded projects deliver.
“With the MENA region forecast to account for a quarter of global supply by 2030, Dubai has firmly established itself as the benchmark for lifestyle-led investment,” Harding added.
Dubai’s branded residence boom reflects a larger shift in consumer demand: homes are no longer viewed purely as places to live but as expressions of personal brand and aspiration. With developers leveraging partnerships across industries and buyers willing to pay substantial premiums, Dubai’s skyline is being reshaped by properties that blur the line between luxury, lifestyle, and identity.