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Uncomplicated Luxury

Uncomplicated Luxury

13.01.20

New resort and residences, LUX* La Baraquette, is redefining the branded residences space with its fresh, playful and uncomplicated take on luxury. Propriétés & Co, the developer behind the project, hand-selected contemporary hotelier LUX* as operator, and jointly set out to deliver a new breed of branded residence in the charming port town of Marseillan in southern France. With an unrivalled package of benefits including its own 11-acre vineyard and wine club, car-free living and striking interior design by man of the hour Lázaro Rosa Violan, residences at LUX* La Baraquette offer five-star living without the five-star price tag. Prices range from €300,000 for a one-bedroom Garden Suite up to €4.5 million for one of the four luxurious Waterfront Villas.

A branded residence development typically comprises a luxury hotel linked to a residential offering, in which homeowners benefit from the operator's reputation, services, facilities and management. This association allows owners the privacy of a permanent home but with the convenience and quality assurance of a 5* hotel.

According to a recent report, there are currently 435 branded residential projects worldwide and nearly 300 more in the pipeline for development; 85%1 of all branded residences are hotel-linked. Not surprisingly (since the world’s first branded residence, the Sherry-Netherland, opened in Manhattan almost a century ago), North America remains the largest and most developed market for hotel-linked residences. However, other regions are flourishing. MENA is the fastest growing with a pipeline of +148% new projects, followed by Europe with 80% additional projects planned. The sector as a whole is forecast to grow by a further 27% in the next 3 years. With the huge potential for growth of branded residences in Europe, LUX* is taking the opportunity to carve the way for a new class of branded residence on the continent.

With the increase in demand for branded residences comes a shift in buyer preferences and diversity in offering. With LUX* La Baraquette, Propriétés & Co is predicting the uptake from  younger, more diverse purchasers to increase in the coming years, and with this, have designed an appealing, forward-thinking concept which will appeal to this younger, well-travelled, and eco-conscious buyer, yet remain true to the authenticity of the local area.

Jean-Francois Garneau of Propriétés & Co, comments; “We felt the traditional branded residential offering was a little on the conservative side, a little too neutral for us. We wanted to create a branded residential product that wasn’t “all beige”, that was more playful, colourful and relaxed and really captured the essence of a second home… a place that is different from our primary residence and gives us the opportunity to actually “live” differently. Of course, with 300+ days of sunshine, “Art de Vivre” all around us, and a leading operator-partner such as LUX*, inspiration for La Baraquette came easily. And although we offer many of the usual benefits associated with a hospitality-led resort - peace of mind, convenience, premium amenities, investment security and lifestyle facilities - we are proud to offer branded residences that are totally relaxed and unfussy yet deliver five-star quality. It’s not something you often see.”

Regarding changing trends in the market, Chris Graham, author of “Branded Residences: An Overview”, observes; “The profile of a typical branded residence buyer continues to evolve as increasing numbers of companies ‘jump on the brandwagon’, with diverse residential offerings now including automotive manufacturers, luxury brands and even restaurant operators. Younger purchasers tend not to be as emotionally connected with established big-name brands as their parents; rather they seek something with distinctive points of difference, notably a greater focus on unique experiences, convenience, and a balanced and more sustainable live/work/play environment.”

Adjacent to the picturesque 17th-century Mediterranean port town of Marseillan, La Baraquette is LUX*’s first foray into branded residential in mainland Europe. Bordered by the Étang de Thau Lagoon’s oyster beds and surrounded by acres of private vineyards, the resort offers the very best in liveable luxury; a five-star hotel with spa and restaurants, unique collection of 189 design-led  Apartments, Patio villas and Garden Suites and exclusive Waterfront Villas designed by Slow Life Architects, as well as an array of first-class facilities and restaurants.

Julian Hagger, Chief Marketing Officer of LUX* adds: “At LUX*, we help people celebrate life and enjoy a “lighter, brighter” holiday experience. We’ve rethought luxury travel for a truly unique getaway, and we feel La Baraquette allows us to push the boundaries of the holiday experiences, while also developing our branded residential offering in a unique way."

"Residences at LUX* La Baraquette offer the whole package, not only providing residents with the assurance of LUX*’s brand quality, it sets the scene for residents to live life to the full, allowing them to make the most of the experiences and active lifestyle on offer in the region – the best wine, fresh oysters, water sports and beautiful French scenery.”

With its own private vineyard and wine club membership, residents can enjoy being part of the wine-making process, free cases from each harvest, tastings and masterclasses, plus certain properties have their own private wine cellars. Located on the Thau lagoon, the region is one of France’s top destination for water-sports and has convenient access to the Pyrenees for skiing, hiking, the famous Canal du Midi and numerous historic towns and castles for a true taste of the idyllic, authentic South of France.

The residences at LUX* La Baraquette have been thoughtfully designed by award-winning Slow Life Architects from Barcelona, and with interiors by star designer Lázaro Rosa Violan (Cotton House, Soho House Barcelona, Edition Barcelona, and newly opened Amazonico in London). These bright and spacious residences blend together the colours, textures and mood of the Mediterranean; delivering the epitome of French elegance with sleek, modern comfort and convenience. Residences include from perfectly formed Garden Suites flanked by the resort’s fragrant herb garden, and Apartments inspired by the traditional architecture of the elegant ‘Maisons de Vignerons’ of Marseillan.

The Patio Villas are inspired by the architecture of the region’s farmhouses – blending traditional design with minimalist interiors. Each Patio Villas is built around a private walled courtyard with an expansive garden area, a private plunge pool and stunning views from a large rooftop terrace.

The resort’s top-of-the-line offering are the four Waterfront villas. Designed as a true extension of the resort’s hotel and the epitome of luxury living, these exclusive villas each feature infinity pools, private underground parking plus large basements housing a state-of-the-art cinema, billiards room, private wine cave and sauna.

Offering a range of properties suited to a variety of budgets and lifestyles, hassle-free property management and a rental scheme offering exceptional investment and the option to reclaim 20% VAT, LUX* La Baraquette is set to become a new breed of branded residence.

Residences at LUX* La Baraquette start from €300,000. For more information, visit
www.la-baraquette.com, email contact@la-baraquette.com or Tel: 020 7060 7449

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