Branded Residences Boom

South Florida's HNW property buyers have a literal bounty of ultra-high-end amenities to choose from: In the Porsche Design Tower, owners can transport their cars to their units using custom glass elevators.

At the Fendi Château Residences, each unit's kitchen cabinetry comes courtesy of the fashion house's home line. The Armani Casa boasts a cigar room and two-storey spa for residents, all designed and furnished, unsurprisingly, by Armani.

Branded residences are proliferating across greater Miami, as well as New York, Texas, and California, as developers seek ways to appeal to an international buyer base and command premium prices. A section of the real estate market once mostly linked to high-end hotels has expanded to a much broader swath of luxury, including fashion labels, car brands, and even a provider of high-end music festivals.

More branded buildings are on the way. In Miami, the Bentley Residences is targeting completion in 2028, as is a 90-story Dolce & Gabbana-affiliated tower. A 70-story project tied to the Swiss watch brand Breitling is in early stages, with construction set to begin in 2028 and finish in 2031. Hospitality brands, including the ultraluxury Aman, have projects in the works in multiple states.

"Brands are very appealing in markets where there are a lot of out-of-state and foreign buyers," comments Fernando de Nuñez y Lugones, CEO of Vertical Developments, whose projects include condos tied to Elle, Fendi, Armani, and yacht company Riva. "The brands act like third-party endorsements for buyers and agents."

Much like with luxury handbags or cars, property buyers will also pony up for name recognition. Branded condos can command a hefty premium - as much as 30% or more in some cases - compared to similar unbranded offerings.

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