The lucrative category of branded real estate is getting a high-fashion makeover.
Branded residences offer an elevated level of luxury living, and while hoteliers (Aman, Four Seasons, St. Regis, Ritz-Carlton, and more) entering the prime branded real estate market is nothing new, many lifestyle, auto, and fashion brands are capitalizing on this exceptionally popular sector, too. Just take Porsche Design Tower or Bentley Residences, which offer specific auto-centric luxury perks, such as over-the-top car elevators, or Ora by Casa Tua, a branded condo from the founders of Casa Tua restaurant in Miami. Then there’s Major Food Group’s Villa, a 58-story tower in Miami with a private restaurant and chef-designed kitchens. Fashion, a natural extension of one’s lifestyle, seems like an obvious choice for a branded home, and luxury buyers trust that products from fashion houses will retain high-quality details and a refined level of craftsmanship. While many brands have developed home labels, such as Fendi and Armani/Casa—and even Hermès and Louis Vuitton—real estate gives brands a chance to create a custom world for buyers using exquisite materials and textures. The result is like living in your favorite fashion brand’s boutique. Read on for the top branded residences from fashion houses.
Residences by Armani/Casa
Giorgio Armani founded his eponymous Italian fashion label in 1975, and it became synonymous with red-carpet dressing. Today, Armani still reigns as one of the most coveted high-fashion labels on the planet. In 2000, the company launched its successful homewear division, Armani/Casa. So successful, in fact, it entered the luxury real estate space in 2019 with Residences by Armani/Casa in Miami’s Sunny Isles Beach area. Sleek and sophisticated, the 56-story condo tower lords over the bay and has 308 residences. European-designed cabinetry, floor-to-ceiling windows, and custom bathtubs and fixtures are found in each residence.
Missoni Baia’s 57-story luxury condo tower is the Italian fashion house’s first foray into branded real estate. Located along the waterfront in Miami’s Edgewater neighborhood, the fashionable tower offers residents sweeping Biscayne Bay views and a design experience one would expect from Missoni. The brand’s signature zigzag pattern and bright, rainbow-hued palette dots the entirety of the building, from the lobby to the amenity spaces to the 249 residences. Layouts range from one to five bedrooms and are wrapped by floor-to-ceiling windows. Top-notch materials, such as Blue de Savoie marble and Calacatta Ice marble counters, line the kitchens and bathrooms. The amenities are also well thought out and include luxury amenities, including a pet spa; a beauty salon; a children’s playroom; a pool deck with cabanas; and more.
Fendi Château Residences
Italian fashion label Fendi has completed several luxury residential projects, but the company’s first branded residental venture is Fendi Château Residences, which opened in Miami’s Surfside neighborhood in 2016. The tower has 58 total residences across 12 floors, with custom Fendi Casa cabinets and furnishings. Like living in a pristine, five-star resort, the condo building has 300 feet of private beachfront, an oasis-like pool and deck, intimate white glove services, a private cinema, a library, a concierge, a spa, and a private restaurant.
Italian high-jewelry and fashion brand Bulgari is doing it big in Dubai with the Bulgari Lighthouse, a residential tower on Jumeirah Bay near the Bulgari Resort Dubai developed in partnership with Meraas. Like other Bulgari projects, the striking lighthouse is done by Antonio Cittero and Patricia Viel, who were inspired by coral’s organic shapes and curves to create the facade. The 27-story tower will have a total of 31 residences, including a three-level Sky Villa with nine bedrooms and a 13,000-square-foot terrace. Each level is separated by architectural coral shapes that uniquely filter through light and air for an artistic residential style of living and are a metaphor for protection, privacy, and peace. Each residence has its own private elevator and penthouse-style layouts, and there are shared amenities in addition to hotel access such as private chef services, a dedicated concierge, a private pool, and Mediterranean gardens.
Diesel Wynwood Residences
The Italian retail brand is developing anti-Miami residences. In lieu of whitewashed homes, the residences feature a darker color palette with moody hues and plenty of texture. Situated in the 305’s trendy Wynwood neighborhood, the tower will have 129 loft-style residences ranging from $450,000 to $7 million. The label chose Wynwood for the neighborhood’s burgeoning art and creative scene, and its contemporary-style residences are a perfect fit for the vibrant area.
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