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Dubai is fast emerging as the global hub for branded residences, a segment of luxury real estate where properties are developed in partnership with world-renowned lifestyle, fashion, and hospitality brands. With more than 48,000 branded units spread across 144 complexes, the city has now surpassed Miami, London, and New York, positioning itself as the world leader in this growing market.
In the first half of 2025 alone, over 5,500 new branded homes were added, reflecting both developer confidence and rising international demand. Developers have widened their collaborations beyond traditional hotel groups, embracing luxury fashion labels like Armani and Missoni, carmakers including Bugatti and Mercedes-Benz, and lifestyle brands such as Cipriani and Six Senses.
This shift illustrates a deeper change in buyer preferences. For many high-net-worth individuals, property is no longer just a financial investment but a statement of identity. Branded homes offer curated living experiences, access to exclusive amenities, and the reassurance of global brand recognition. Buyers are willing to pay premiums of 40 to 60 percent compared with non-branded properties, a trend analysts believe is reshaping Dubai’s property market.
The numbers underline that momentum. Industry data suggests the number of branded residences in Dubai has risen by more than 160 percent in the last decade, far outpacing the global average. In 2024 alone, 13,000 branded units worth Dh60 billion changed hands, accounting for 8.5 percent of all property transactions in the emirate a 43 percent increase on the previous year.
For developers, the strategy is clear. Branded partnerships help differentiate projects in a crowded market while ensuring global appeal. Binghatti’s collaboration with Bugatti, Arada’s Armani Beach Residences, and Select Group’s Six Senses development are just some of the headline projects that have entered the market recently. Major players like Emaar, Meraas, and Nakheel are also integrating brand-led concepts into entire neighbourhoods, embedding lifestyle into the urban fabric.
The appeal is not only aspirational but also practical. Branded properties tend to hold their value better during downturns and are considered more liquid assets for international investors. A villa within Dubai’s Bvlgari Residences sells at around Dh10,500 per square foot, a price that represents both exclusivity and relative affordability compared with Miami’s Aston Martin Residences, where prices can reach Dh25,000 per square foot. Yet Dubai also commands ultra-premiums. Bugatti Residences in the emirate are selling for more than double the rates seen in other cities, rivalling or surpassing global benchmarks.
Government policy has helped amplify this demand. The introduction of long-term Golden Visas, full foreign ownership of property, and zero income tax has provided reassurance for global buyers. The Dubai 2040 Urban Master Plan is steering development toward sustainable, wellness-focused communities, which aligns closely with the ethos of branded projects.
Developers are also pushing boundaries. Leos Developments recently unveiled Hadley Heights 2 in Dubai Sports City, the world’s first Olympic-branded residential project. Created in partnership with British swimmer Tom Dean, the development includes AI-powered gyms, rooftop running tracks, immersive simulators, and wellness parks. It highlights how branding is expanding beyond traditional luxury names into lifestyle-driven collaborations.
Industry executives say the surge reflects changing consumer behaviour. Buyers are no longer just purchasing square footage but a holistic identity. Branded residences combine lifestyle, prestige, and investment potential, making them attractive across multiple demographics. With Dubai’s tourism sector, global connectivity, and growing community of ultra-high-net-worth individuals, the city offers a consistent pool of buyers seeking long-term value.
Comparisons with global peer’s further underline Dubai’s competitiveness. Buyers in the emirate are willing to pay premiums averaging 57 percent for branded homes, compared with 27 percent in Thailand and more than 50 percent in the United States. In Europe, premiums can reach as high as 265 percent, underscoring Dubai’s positioning as both an entry point and a super-prime market.
Analysts agree that the outlook remains strong. More than 140 branded projects are expected to be delivered by 2031, cementing Dubai’s dominance in the sector. For investors, the combination of lifestyle appeal and capital appreciation is proving hard to resist. For developers, the model has become essential in attracting global attention and maintaining momentum in one of the world’s most dynamic real estate markets.
As Rui Liu, chairman of Leos Developments, noted, “A home is no longer just a physical asset. It is an extension of ambition and identity. Dubai has become the stage where lifestyle and investment converge, and branded residences are at the centre of that transformation.”
Branded residences in Dubai are luxury homes developed in partnership with global fashion, lifestyle, or hospitality brands, offering unique amenities and prestige.
Buyers pay 40–60% more for branded residences due to lifestyle benefits, strong brand associations, and higher long-term resale value.
Dubai currently has more than 48,000 branded units across 144 complexes, with new projects expanding rapidly.
Brands include Bugatti, Armani, Missoni, Cipriani, Bvlgari, and Six Senses, among others.
By 2031, over 140 branded projects are expected to be delivered, solidifying Dubai’s position as the global hub for branded homes.
