New Codes of Luxury: The Rise of The Branded ResidenceAn Executive’s Guide to Capitalising on Brand Equity
Noë & Associates
The branded residences market is booming. From under 300 schemes in 2015 to nearly 1,000 today, the sector has tripled in a decade and is projected to nearly double again by 2035, with automotive and lifestyle brands now joining hospitality groups at pace.
Created by The Future Laboratory in partnership with Together Group, New Codes of Luxury: The Rise of The Branded Residence is the definitive guide for brand leaders navigating this opportunity.
It draws on interviews with leading executives across hospitality, automotive and real estate, alongside market analysis and a global case study review. The report unpacks why brands are entering branded residences, what separates the winners from the rest, and how to build a strategy fit for future luxury buyers.
Inside the Report
: Why branded residences have become a key arena for luxury brand expression
: A proprietary framework outlining the eight elements that make a successful development
: Category-defining case studies from Baccarat, Nobu, Porsche Design, Elie Saab, Aman and Clinique La Prairie
: A decision-maker’s checklist for brand readiness, partnerships and deal structures
: How tomorrow’s HNWI buyers will redefine luxury living by 2035
Expert Contributors
Featuring insight from leaders including:
: Ben Whattam, marketing director, Bentley Motors
: Shafi Syed, global head of hotel development, Equinox
: Lindsay McGinn, global vice-president of brand advisory, Accor One Living
: Jenni Benzaquen, global senior vice-president of residences, Rosewood
: Charlie Walsh, global head of residential sales, Maybourne
: Dean Main, founder and CEO, Rhodium : Brett Gregory-Peake, managing partner, Liaison
: Natalie Caetano, managing director, Noë & Associates
: Tim Gosman, global head of strategy, Noë & Associates
: Mark Noë, founder and CEO, Noë & Associates
: Dorian Vee, founder and CTO, Imerza
: Richard Danks, executive vice-president of lifestyle for EMEA, Purple PR
Why It Matters
Branded residences are no longer a hospitality side business. Non-hotel brands now account for a growing share of new schemes, signalling a shift from licensing extra into a luxury brand category in its own right.
For brand leaders, this is the single greatest opportunity to deepen relationships with HNWIs beyond product sales.
This report provides the strategic insight needed to understand where the market is heading next and how to lead within it.
About Together Group
This report was created in partnership with the Together Group.
Together Group is a curated collective of creative consultancies, technology, and production studios, crafting the future of luxury and lifestyle.
The group blends creativity, culture, and cutting-edge immersive technologies to create and elevate brands, experiences, and destinations of the future.
As of today, the group integrates the capabilities of 15 category-leading specialist houses, with over 700 people collaborating across 20 locations globally.
Download the report