Say My Name

What niche real estate product promises property investors insulation against risk and a bona-fide sense of belonging? According to the latest industry research – it’s a branded residence. Laura Henderson reports.

For high-net-worth buyers motivated by that elusive, yet highly-prized investment attribute – peace of mind - the concept of a managed property certainly ticks all the right boxes. Buying overseas can be complicated, so a development footprint from a trusted source that has already done the due diligence leg work is understandably appealing.

Current high-style incarnations have certainly come a long way from their 1980s condo stateside roots, most notably the growing number of ‘stand-alone’ branded initiatives underway. Take Four Seasons in London and Ten Trinity Square overlooking Tower Bridge with a hotel and residences, and  its first residential property offering at 20 Grosvenor Square in the heart of Mayfair. Motivational drivers are understandably key to moulding and shaping the offering. These not only include above-the line quantifiables - top-notch facilities and high-quality guest services, professional property management, access to an environment of like-minded people, but also the expectation of increased chances of capital appreciation, rental returns and better resale potential.

Perhaps the trickier part of the equation is successfully addressing growth driven by a desire to satisfy evolving ‘below the line’ priorities, intuitively appealing to buyers’ emotions – the experiential part of ownership. As consumers, we’re certainly more ‘home comfort’ conscious these days.

As such, a high-performing development must be driven by exceeding customers’ evolving requirements and desires. Increasingly these have been shifting towards the 3 Cs - convenience, confidence and after-care – and, from the evidence, this trend is firmly set to continue.

Not surprisingly, the turnkey ease of branded ownership translates to top drawer prices. Branded properties normally sell for 20-30% more than non-branded equivalents, a key consideration, particularly in an uncertain market, where buyers are seeking reassurance of quality, but also value for money. The established relationship and loyalty forged with a known and trusted label can certainly offer an investment edge. Buyers just need to be sure that the premium price tag pays its way.

ONES TO WATCH

ASTON MARTIN RESIDENCES, MIAMI

South Florida is undergoing an impressive overhaul, with developers crafting the region’s next generation of luxury living. Perhaps more impressive than the sheer number of developments however, are the names attached, including motoring powerhouse Aston Martin.

“Aston Martin designs sports cars for those who appreciate automotive fine art, so it was a natural progression for us to extend our expertise in design, materials and craftsmanship into a project of this calibre,” says Aston Martin’s vice president and chief marketing officer, Simon Sproule.

Rising from one of the last parcels of available land along Miami’s waterfront, the 66-floor ultra-luxury skyscraper towers above its neighbours. The development’s expansive one- to five-bedroom apartments are complemented by seven penthouses – including two-storey duplexes and a three-storey triplex – all enjoying private pools and spacious terraces.

Highlight features include doors with bespoke artisan Aston Martin handles, number plinths and kestrel tan leather door tabs. Resident perks comprise 24-hour valet service, an art gallery, fitness centre, movie theatres, and an infinity pool on the 55th floor.

Owners of top-tier apartments will receive a special limited-edition Aston Martin ‘Miami Riverwalk’ DBu and the buyer of the most expensive of the penthouses will be handed one of the most sought-after cars on the planet - an Aston Martin Vulcan.

www.astonmartinluxuryresidences.com

MILENNIUM BINGHATTI RESIDENCES, DUBAI

Renowned for its ‘more is more’ ethos, it feels entirely natural that Dubai is the chosen destination for the uber glam Millennium Binghatti Residences.

The AED400 million project on the Dubai Water Canal in Business Bay is a combined effort of Binghatti Developers and the esteemed Millennium Hotels and Resorts, a company that has built a stellar reputation for opulence and ultra-luxury accommodation.

Comprising 230 units including studios and spacious one and two-bedroom apartments, hotel-inspired facilities are all part of the owner service offering including concierge, daycare, catering, laundry, housekeeping and maintenance services.

“Residences are assets for savvy investors aware of the large rental revenues and prosperity of this thriving region,” says Muhammad Binghatti, CEO and head of Architecture at Binghatti Developers. “Apartments deliver the very best in comfort and convenience for every resident.”

www.binghatti.com/millennium

HALF MOON BAY, ANTIGUA

Investors can scoop up one of the luscious 44 branded beachfront residences at Half Moon Bay on the island oasis of Antigua, decked out with the highest standard features that guests of Rosewood Hotels and Resorts have come to expect.

Buyers can also take advantage of the bespoke build option; an opportunity to select, design, and build their retreat on the half-mile beach, on the cliffs, or near the hotel – complete with access to the full panoply of Rosewood Half Moon Bay amenities, services, and immersive experiences.

“The benefit of ultra-luxury means you can put a less significant footprint on the land, in this case we have just 40 villas and ten plots of land,” explains Half Moon Bay CEO, William Anderson. “These are not big numbers, which makes Half Moon Bay compelling for people who want a truly singular experience.”

There’s no other place you can buy on top of an 80-foot cliff that overlooks a world class beach and coast to one side, and a stunning resort. This is a once in a lifetime investment opportunity.”

www.halfmoonbayantigua.com