Originating from the symbol in New York
The story begins at Sherry's restaurant - a favorite destination for successful politicians, businessmen and outstanding scholars - on the prestigious Avenue No. 5 in the splendid New York of the early 20th century. Despite the low cost, Sherry's still has a special attraction for high-class diners, who not only come for delicious parties but also enjoy luxurious space and impressive entertainment services. In 1927, Sherry's executives took an ambitious step. Instead of opening more restaurants, they decided to launch the Sherry-Netherland hotel apartment building, giving birth to a completely new segment: branded real estate. Sherry's luxury reputation, combined with its perfect location in the heart of Manhattan, has quickly made 165 apartments on the top 14 floors of Sherry-Netherland expensive and sought after by the upper class, laying a solid foundation for the type of real estate to identify class.
Up to 5 identifying factors of branded real estate globally
From the icon in New York, the branded real estate model has developed widely worldwide, becoming a declaration of the owner's position and lifestyle. These are living spaces that combine a reputable real estate developer with a prestigious brand such as a resort, hotel, restaurant, fashion, cosmetics, etc. In addition to being closely associated with the brand's positioning, branded real estate also affirms its outstanding value, with 5 identifying factors that make the value and attractiveness of this product line, namely: valuable position ( Position), privacy (Privacy), guaranteed by prestigious brands (tige pres Pres Pres Pres Pres), exclusive experience ( Privilege) and heritage value ( Preservation).
Unique location - Position
The distribution of branded real estate projects on the world map is always associated with the world's prosperous locations such as New York, Dubai, Southern California, London. Even when settling in a city that is already majestic, these projects still occupy the most prime and rare positions. This is the first important factor shaping a branded real estate project. The value of the location is not only demonstrated in the ability to perfectly connect with high-end outdoor amenities, but also in a beautiful view, opening up spectacular horizons that not everyone has the opportunity to admire. Typical of these are Crown Residential Area, One Barangaroo with a panoramic view of the shore of Sydney Bay and the legendary Sydney Opera House or Six Senses Residences in Palm Jumeirah (Dubai) with a view of Bluewaters Island and Dubai Marina's horizon. In addition, many projects also approach areas with impressive natural landscapes with the surrounding environment such as mountains, forests or beaches.
Private quyen (Privacy)
When you have a prime position, privacy becomes an indispensable privilege. For the upper class, privacy in their daily lifestyle is always top-notch, from politicians to famous businessmen or S-class stars, typically model c c callyford who bought a Ritz-Carlton luxury apartment in Miami, football star Lionel Messi who owns the most luxurious real estate in Miami - an apartment in the famous Porsche Design Tower... Private property requires designs to ensure absolute caution and safety without making the homeowner feel isolated and isolated. These exclusive residential areas are also a place to gather a community with the same mindset, style, standards of living as well as luxurious and classy aesthetic taste, thereby nurturing selected, close and strong connections. This is a sophisticated double standard that only branded real estate can meet.
Guaranteed by a globally famous brand ( Prestige)
For the upper class, a house is not only an asset but also a tangible affirmation of its invisible values: honoring success, lifestyle, aesthetic taste and the family's traditional heritage. That is the reason why the reputation of the place of residence must be worthy of the owner's position. A living space guaranteed by a famous brand is not simply a place to live, but also a story bearing a personal imprint of the achievements and values passed down. Therefore, the reputation worthy of being an invisible value that branded real estate brings, helping the owner to be more prestigious than any introduction.
Privilege experience
If brand reputation is a guarantee of position, then personalized privileges and experiences are the perfect piece for a true lifestyle. Owning a branded restaurant means that the owner can enjoy a chain of services designed specifically, tailored to suit the owner's preferences, with a particularly limited quantity and exclusive rights. Typically, Marriott Bonvoy - a loyal customer program of Marriott Hotel Group with permanent privileges such as prioritizing global Marriott services, access to Executive Lounges and high-end amenities for the elite, Bonvoy points accumulation, exclusive incentives at JW Marriott, Ritz-Carlton, St. Petersburg brands. Regis... around the world. There are even more luxurious privileges, such as Bugatti Chiron Residences tower in Dubai installing elevators from the garage to each apartment for cars, or the Porsche Design Tower project also has maintenance services, tire replacement and car washing right in the interior... All are served with customer service up to the artistic level of a team of experienced experts, a customer service team refined on the personality and interests of each homeowner, bringing surprising and personalized experiences, not only meeting living needs but also the exclusive living value of the upper class.
Preservation Heritage
Not only are they architectural works of timeless beauty, branded real estate projects are also a place that cleverly tells the historical story associated with the land in which they are present. The Aman Nai Lert Bangkok residential area project is a vivid proof. As soon as it was launched, the project immediately made a strong impression with the ability to convey the identity of the excellent Aman brand and the unique story of the Nai Lert family heritage, the owner of the first 5-star hotel in Thailand. The inspiration for the project comes from the iconic project over 108 years old - Nai Lert Park Heritage Home. Today, these works go further by honoring indigenous culture and art, creating a deep connection between the owner and the identity of that land.
From uniqueness in design language to traditional heritage values, branded real estate affirms its increasingly enhanced value under the lens of time. In other words, time is the "backbone" of the brand value. The longer the brand is and the more prestigious it is, the more expensive the value of branded real estate is.
Brand imprint determines asset value
In nearly a century of development, branded real estate has become one of the fastest growing and most diverse segments today. According to Research from Graham Associates, the number of branded real estate projects increased from 15 projects to 800 projects in just over 30 years. The projects cover 180 cities in 64 countries around the world and are divided into many different types, reflecting the enjoyment and investment tastes of the global upper class.
Based on location, this segment is divided into two main lines: Urban branded residences - urban branded real estate, associated with the location of the center of a big city, providing an ideal living space with convenient connections; and Resort branded residences - resort branded real estate, located in resort tourist destinations or suburban areas, becoming destinations for private vacations of owners. The division between Urban and Resort also reflects the dual aspirations of the elite when owning a high-class real estate: settling in the heart of a bustling urban area and investing in resorts in destinations with beautiful natural landscapes.
Regarding cooperation with hotel brands and lifestyle, the diverse differentiation of this segment is clearly demonstrated in projects. In the first phase, branded real estate is associated with high-end hotel brands (Hotelier), because of the close connection of these two types: housing and residents' operation/care services. The pioneering steps from the 80s of Four Seasons in Boston, Aman in Thailand, or Ritz-Carlton in 2000 in Washington D.C have shaped the market. Inheriting that legacy, hotel brands are still leading with an 86% market share, with Marriott International the largest name, along with iconos such as Four Seasons, Mandarin Oriental, and Aman. The tradition of providing hospitable services, experience in bringing "standard hotel" amenities, and especially the ability to "tailor" individual services for each family, each different need is an advantage that helps hotel brands dominate the segment.
Not long after, the participation of luxury brands outside the hotel industry such as Porsche, Bentley, Elie Saab, Dolce & Gabbana... enriched the market. These brands focus on conveying creative design impressions and stories of life value, creating non-hotelier real estate. The brand's participation is also diverse, from participation in design to management and operation, creating different products to meet the diverse needs of the global luxury.
The wave of shifting to Asia and Vietnam's position in the luxury real estate market
After North America and Europe, emerging markets for branded real estate are often areas with skyrocketing economic growth. Asia - Pacific and the Middle East are quickly becoming new hot spots. In particular, the shift of investment capital and the need to benefit from the global upper class are heading towards Southeast Asia, which is considered the focus of a new wave of development.
According to the Branded Residences 2024/2025 report, in 2024, with more than 240 new projects and an expanded presence to 100 global markets, branded real estate recorded 180% growth in just one decade - apartments and luxurious villas that are constantly finding owners, even in times when the global economy faces many challenges.
Market highlights in 2024 include 70% of St. Regis Residences (Dubai) apartments having found owners in the first hour of opening for sale, 106 The Ritz-Carlton Residences Diriyah apartments were booked almost immediately. Four Seasons Group announced a sharp increase in branded real estate sales, reaching 1.2 billion USD in the first quarter of 2024 alone. And in Bangkok, Porsche launched Porsche Design Tower Bangkok apartments with 22 sky villas and mediable prices from 15-40 million USD - creating unprecedented sales records for the super luxury market in Southeast Asia.
In that context, Vietnam has emerged as a strategic destination, a dynamic bright spot in the market. Along with Thailand, Vietnam is leading Southeast Asia thanks to its prosperous economy and rapid growth of the middle class and super-rich.
According to CBRE Vietnam, the branded real estate market in Vietnam is witnessing remarkable developments in both quantity and quality. The inner-city branded real estate line is mainly concentrated in major cities such as Hanoi (The Grand Hanoi), Ho Chi Minh City (Grand Marina, Saigon, The Rivus...). Meanwhile, the resort (also known as the "second home") is often developing in coastal cities such as Phu Quoc, Ha Long, Cam Ranh or Ho Tram.
Although still young, most branded real estate projects in Vietnam cooperate with long-standing prestigious brands. Notable are projects collaborating with JW Marriott International such as Grand Marina, Saigon or The Ritz-Carlton at The Grand, Hanoi. The only luxury fashion brand currently appearing in the Vietnamese luxury real estate market is Elie Saab with the first floating villa in Asia - The Rivus (Ho Chi Minh City). These are all projects from international-class branded real estate developer - Masterise Homes, a pioneer in the brand segment in Vietnam.
Knight Frank's report also affirms that Vietnam is becoming a prominent country for luxury living spaces, with increasing demand from domestic Wealthy people and foreign investors. The great need to find a living space that shows the position, lifestyle, taste and reflects the elite living values of the upper class is the driving force that shapes the development trend of this potential real estate segment. The upper class is always willing to pay to own individual privileges, so as the number of super-rich continues to increase, the demand for luxury real estate also increases and the market becomes more competitive.
Owning branded real estate has become a sophisticated statement of lifestyle and the classy position of the homeowner. Along with time, these assets have surpassed the limits of living space or investment to become a generational heritage, guaranteed by the class and reputation of the world's leading prestigious brands.
