The attractiveness of this type of asset comes not only from its outstanding value in the upper-class portfolio, but is also identified by 5 core factors: Position, privacy, Prestige,private Experience and Preservation.
position - Unique location
Branded real estate is often present in places considered the focus of prosperity: between the bustling alleys of New York, on the shining shore of Dubai lights, next to a hundred-year-old park in London, or facing the brilliant river of light in Ho Chi Minh City. At any destination, they occupy almost irreplaceable positions, opening up the most typical landscape of the city and all important connections just a few steps away.
In the world, it could be Crown Residences at One Barangaroo, which is surrounded by Sydney Bay and overlooking the legendary Opera House; or Six Senses Residences at Palm Jumeirah towards Bluewaters Island and the Dubai Marina horizon.
In the center of the super urban area of Ho Chi Minh City, there are Grand Marina, Saigon, with a panoramic view of the Saigon River and 4 new symbols of the Perilla of the East: Marina Central Tower, Landmark 81, Bitexco and Ba Son Bridge. Assets in these locations are not only a sustainable investment, but also a privilege of living on a heritage land, witnessing the vibrant transformations of the city that never sleep.
privacy - Almost Infringable privacy
For large-scale businessmen or the upper class, private jets are not just a means of transportation, it is a territory in the air, where all curious looks are left behind. Brand real estate also carries that spirit: a closed space but opens up the owner's own world. From isolated entrances, the professional security team to personalized management services, all operate as a seamless system, creating completely isolated villas or apartment buildings, where private life is respected and protected at the highest level.
In Vietnam, one of the projects with the most profound privacy identification factor can be mentioned as The Rivus - the first floating villa with the Elie Saab brand in Asia. Surrounded by rivers, The Rivus is like a closed peninsula, separate from the bustle of the city. Combined with a limited number of only 121 villas, The Rivus makes a strong statement about privacy.
This is not simply a low population density, but a carefully selected living space, for outstanding individuals, helping them find harmony and create strong relationships.
Prestige - Guaranteed by a global reputation brand
In branded real estate, the accompanying brand is a prestigious sophisticated "signed", sometimes helping the owner implicitly introduce and position themselves without having to speak up. Names like Marriott, Four Seasons, Elie Saab, Armani or Porsche do not only shape the value of an asset, but also evoke an entire worldview: lifestyle, enjoyment and the idea of success passed down through generations.
At The Rivus, the project bears the mark of Elie Saab, one of the first owners to receive the villa as a successful businesswoman in the beauty industry. It is not by chance that this businesswoman wants to own a villa with the Elie Saab brand, but because of the harmony that this asset brings when "beauty" in all fields is honored and resorts with each other.
Privilege - Experience privileges
In addition to brand reputation, branded real estate also opens up a "espoke" world - where every detail is absolutely personalized. From elevators that take supercars straight to the living room at Bugatti Chiron Residences in Dubai, to car maintenance services right in the Porsche Design Tower, all become a tradition of a lifestyle that is measured and packed with shoes for each individual.
At The Ritz-Carlton Residences, The Grand, Hanoi, private management services are upgraded to art, combined with the standard of serving the brand's legend. Each need is met according to the owner's habits, personality and preferences. From unforgettable experiences, unexpected moments to silent caring gestures, all not only satisfy the needs of life but also touch the deepest emotions of the upper class.
The most special thing is that the privilege of owning branded real estate is not for the majority. Since the Sherry-Netherland era, this segment has been positioned as the space of the elite, the rich, and the outstanding. It is scarcity that comes from limited quantity and strict standards that have shaped the value of assets, and more importantly, formed a selective community, where people of the same class find harmony in the value system and lifestyle.
Preservation - The value of heritage
According to Savills' report, the value of global branded real estate is 33% higher than traditional real estate but still increases by an average of 10% per year from 2015-2024, far exceeding the price increase of other segments. In addition to sustainable growth, the value of branded real estate is also determined by the depth of heritage factors associated with the land where the real estate is located. In fact, in Manila, the central luxury real estate market such as Makati witnessed a price increase of up to 21.2% in 2023 alone, the highest globally at that time and surpassing both Dubai and Shanghai.
In the center of Ho Chi Minh City, the Grand Marina, Saigon branded apartment complex is developed on the foundation of the historic Ba Son shipbuilding workshop. This place preserves the more than 200-year-old legacy of Saigon's maritime industry, in the heart of La Sen Park. These heritages are not only preserved but also become a part of contemporary life, so that valuable stories will be told forever.
The dawn of luxury real estate in Vietnam
In nearly a century of development, branded real estate has continuously redefined and diversified luxurious lifestyles through many different types, reflecting the enjoyment and investment tastes of the global upper class. In addition to geographical factors, the identity of branded real estate is also shaped by two separate worlds: Hotelier and non-Hotelier. One side is a unique statement of lifestyle, written by famous names outside the hospitality industry.
The first phase of branded real estate is associated with hotel brands (Hotelier) because of the natural similarity between living space and the art of operation and care for residents. However, since the 2010s, a real revolution has occurred when lifestyle brands ( Non-hotelier) joined the game. From the Haute Couture platforms of Elie Saab and Versace, to the fast curves of Lamborghini and Porsche, luxury symbols have brought their own DNA into the architecture, attracting customers looking for absolute harmony in aesthetics.
Although the lifestyle product line only accounts for 21% of the market share compared to 79% of hotel brands (according to Savills), its rise has opened a new colorful chapter. While hotel brands dominate thanks to their expertise, lifestyle brands conquer with personality and a unique world.
The dawn of Vietnamese branded real estate has appeared in recent years, through cooperation with hotel management brands. Although still young, this segment in Vietnam is also witnessing remarkable developments in both quantity and quality with projects present in three major cities: Hanoi (The Grand Hanoi), Ho Chi Minh City (Grand Marina Saigon, The Rivus) and Da Nang. In which, The Grand, Hanoi and Grand Marina, Saigon are considered branded real estate associated with the most famous hotel brand in the world.
In addition, The Rivus is a typical and pioneering project in the lifestyle brand real estate line in Vietnam, with floating villas carved with the iconic logo of Elie Saab right at the entrance. This is currently the only version that bears the mark of this fashion legend worldwide.
The presence of brand heritages such as Marriott International or Elie Saab in Masterise Homes' masterpieces is not only a testament, but also an affirmation of Vietnam's new position, marking its mark on the international real estate map.
