Branded Residences are Heading to Europe: Dubai’s Luxury Real Estate Trend is Set to Hit Marbella

Luxury fashion and automotive companies are expanding beyond their traditional domains by building high-end residential towers worldwide. These exclusive properties offer a lifestyle that encapsulates the essence of iconic brands, from interior designs to supercar garages built within the apartments, with a special glass car elevator.

Dubai and later Miami became the first cities where branded residences came to market. In 2010, high end fashion houses broached the real estate market with Residence Burj Khalifa, designed by Giorgio Armani.

Since then, front runner such as Fendi, Missoni, Roberto Cavalli and Elie Saab have moved from the runway to waterfront housing developments on both sides of the Atlantic.

On the coast of Miami, automotive manufacturers compete with luxury clothing brands to provide the ultimate luxury residence. The Porsche Design Tower in Sunny Isles Beach was the first condominium in which residents can deliver their car to the apartment in a special glass elevator, Aston Martin is selling penthouses in the branded 66-floor skyscraper with the Vulkan supercar as an add-on benefit. And Bentley Residences is due to arrive in Miami in 2026 – the sparkling structure features a glass-walled garage in every unit.

Now, the trend has made its way to the Costa Del Sol, Europe’s most coveted real estate destination; the first hotspots to house branded residential projects will be Marbella and Málaga.

The gated complex Epic Marbella created in collaboration with Fendi Casa stretches along the exclusive Golden Mile. Karl Lagerfeld Villas Marbella is set to be built on a plot located between the Penibaetic mountains and the coastline. Dolce & Gabbana moves to Marbella with a collection of 60 super-luxury residences that form the third and most significant part of Marbella Design Hills, a new €250m neighborhood.

It is obvious to those with a finger on the real-estste pulse that branded residential towers might be not only a luxurious asset-backed purchase but a smart investment. By associating with well-known luxury brands, these properties attract high-net-worth individuals seeking exclusivity and prestige. Moreover, these branded properties often provide exceptional amenities and services.