Has Dubai's branded residences boom reached its peak?

Trade Arabia

02-04-2025

Dubai's real estate market, a global stage for architectural ambition and luxury, is moving into a new era with the rapid rise of branded residences.
These exclusive developments, created in partnership with top global brands like Armani, Bugatti, and Kempinski, offer more than high-end homes - they promise a lifestyle that resonates with high-net-worth individuals (HNWIs) and seasoned investors.
Yet, as the market expands at a breakneck pace, a question lingers: has Dubai's appetite for branded residences reached its limit, or is there still untapped potential?
As someone who's spent years working closely with developers and investors alike, I see this sector's appeal up close, stated Sean McCauley, the co-founder and CEO of Dubai-based property consultancy Devmark.
In 2024 alone, Dubai launched 17 new branded projects, adding to an impressive lineup of 121 developments and over 39,000 units citywide.
The demand is evident: AED28.8 billion in sales came through in just the first six months of this year. With an additional 70 projects anticipated by 2028, it's clear that developers are confident in the segment's growth, though I can understand concerns around potential saturation, he stated.
Branded residences popular
In my experience, branded residences hold value because they offer buyers more than just property - they provide a trusted name, a community, and an investment in something lasting. Buyers today are savvy; they want security in their investments, and a reputable brand often represents that, explained McCauley.
For the HNWIs flocking to Dubai (Henley & Partners reported a 62% rise in this group relocating to the city in 2024 alone), these residences offer not only homes but lifestyle choices aligned with their preferences for luxury, exclusivity, and quality.
One of the standout projects we've launched is the W Residences Dubai – Jumeirah Lakes Towers (JLT), known for its energetic brand appeal, which has shown me how much these developments are moving beyond mere luxury.
Today's affluent buyers want experiences, convenience, and community wrapped into their lifestyle investments. The project drew strong interest from HNWIs, many of whom were captivated by the brand's contemporary vibe and tailored services, he stated.
It reflects the 'hotel at home' concept, where hospitality-inspired amenities - such as concierge services, wellness facilities, and dynamic social spaces - are seamlessly integrated into residential living.
When people think of branded residences, they often default to hospitality giants like Four Seasons and Ritz-Carlton. While these brands have defined the segment, the universe of branded residences is far more expansive.
Today, lifestyle, automotive, fashion, and even tech brands are entering this space, each bringing its unique identity and appeal. For instance, lifestyle-driven brands focus on creativity, ethos, and cultural identity, offering an experience rather than just luxury, said McCauley.
What's particularly exciting is how storytelling plays an increasingly pivotal role in branded developments. A brand doesn't have to be globally recognised to resonate with buyers; it just needs a compelling narrative, he explained.
For instance, a lesser-known fashion or tech brand can focus on sustainability, craftsmanship, or innovation, creating an emotional connection with buyers who value those principles. Developers need to think beyond what they consider 'good brand' and instead explore those that offer meaningful, distinctive experiences, he added.
Regardless of the brand, one of the key considerations for developers exploring branded residences is time to market. Partnering with a brand requires navigating design approvals, marketing strategies, and legal agreements - all of which can significantly extend timelines.
Understanding the parameters of each brand, the expectations around interior design and brand guidelines is key for real estate developers, but as we've seen in projects like Kempinski Marina Residences and W Residences Dubai - JLT, a clear vision and meticulous planning can make all the difference in delivering a project that exceeds market expectations, he noted.
Need for differentiation, innovation
In a market as competitive as Dubai's, I've seen firsthand that branded residences need more than just a well-known logo on the door - they need a robust and distinctive identity that appeals to the buyers of today. The Kempinski Marina Residences in Dubai, a project we helped launch, underscored this.
Selling out in hours and achieving AED1 billion in sales, its success was driven by prime location, thoughtful design, and standout amenities like a private 25-seater movie theatre, golf simulator, and wellness facilities. Projects like this show how powerful it can be when a brand's values are carefully aligned with the property's features, remarked McCauley.
There's also a shift in what different generations of buyers want. I see younger, lifestyle-driven clients drawn to branded residences that reflect a modern identity. For many, these homes have become statements of style, self-expression, and ambition, he pointed out.
"To capture this audience, I believe the most successful developments will be those beyond traditional luxury, offering experiences that appeal to a more contemporary mindset. Developments like Mama Residences perfectly capture this trend with their vibrant, artistic design led by French architect El Doghaili Benjamin. Every detail, from the mosaic steps to the kaleidoscopic glass accents, creates a dynamic living experience," he noted.
It's not just residences that are evolving; commercial spaces in Dubai too are transforming. The concept of office spaces being designed to blend work and lifestyle seamlessly are gaining traction.
Today's best commercial towers feature gyms, daycare facilities, premium food and beverage options, and amenity floors to attract tenants and enhance productivity.
New hotelification trend
This trend of 'hotelification' extends the principles of branded residences into workplaces, further blurring the lines between living and working environments, stated McCauley.