In and around Miami’s Brickell District, a branded residence boom is underway. Construction sites emblazoned with luxury names that run the gamut from Cipriani to Dolce & Gabbana and from Mercedes Benz to the Mandarin Oriental are emerging from an urban abyss of “For Lease” commercial property signs. The coastal city is a prime example of an evolution — underway worldwide — in which residential, rather than corporate expansion, is pioneering a new local landscape.
According to the most recent branded real estate report by Savills, Miami was home to the highest number of branded residence projects after Dubai in 2025. Worldwide, branded residences rose to 910 in 2025, from just 323 in 2015. This year, that number is expected to boom and is pegged to rise to 1,747 by 2032.
Fashion brands, with their strong identity and loyal consumer, are poised to benefit from the relatively untapped potential of the high-end real estate market. Among the top names by number of projects in the pipeline until 2030 are Elie Saab, Giorgio Armani, Fendi, Missoni and Versace, which have all inked deals with partners around the world to lend their visions to the real estate world and expand their concept of living as a powerful extension of their brands.
La Mer By Elie Saab comprises three distinctive branded towers situated on Al Marjan Island in the UAE.
Courtesy of Elie Saab
How It Works
According to Bernstein luxury analyst Luca Solca, fashion brands are incentivized to enter the branded residences world by brand elevation, more than anything else. In luxury getaway spots like Miami, these homes sell at the top of the range in terms of square footage. “This contributes to the mystique of the brand,” he explained.
These projects are usually initiated through licensing agreements. The brand establishes design, lifestyle and service standards, and in turn, developers are privy to pricing premiums due to the immediate connection the buyer has with the fashion or luxury brand. The brand itself strengthens their customer loyalty while expanding its universe, said Fernando de Nuñez y Lugones, chief executive officer and partner at Vertical Developments, which is building the Avenia Residences by Fendi Casa in nearby Aventura, Fla.; the Armani Casa Residences in nearby Pompano Beach, and Miami’s Elle Residences.
“It’s not just a logo on a building — it’s a lifestyle statement,” de Nuñez y Lugones said, talking about design concepts and accents that make residents of the 22-apartment complex feel like they are part of the Fendi universe. Slated for completion by 2027, homes start at $5 million and each one will feature custom Fendi Casa walk-in closets, spa-inspired bathrooms and kitchens adorned with signature Fendi Casa cabinetry.
What’s in It for Brands?
How much do brands profit from these real estate deals? The short answer is, it depends, experts say as brands and development companies continue to experiment with this relatively new model. Going forward, it remains to be seen how luxury brands will leverage their reputations in order to generate profits from these residences.
In terms of sales impact, these activities can only become meaningful when they reach a certain scale. “Think Armani or Bulgari in hotels — and end up contributing maybe low double-digit percentage of total royalties,” Solca estimated.
One firm new to the arena is Italy’s Oniro Group, which owns the licenses to produce Roberto Cavalli Home Interiors, Gianfranco Ferré Home, Etro Home Interiors and Jacob & Co. The firm marked its debut into branded residences with New York City-based jeweler and watchmaker Jacob & Co. for the Beachfront Living by Ohana situated conveniently between Abu Dhabi and Dubai. The project is curated by Ohana Development, a major player in the Middle East’s luxury real estate sector.
Riding the ongoing trend, Oniro Group is now collaborating directly with real estate developers and international luxury brands for the first time, its CEO Moreno Brambilla explained. Historically, Oniro Group’s growth was driven by a retail-oriented distribution, through showrooms and selected partners around the world. Now they are poised to embark on even more bespoke interiors for projects worldwide.
Lisbon Bramcaamp Karl Lagerfeld jacuzzi.
Courtesy of Karl Lagerfeld Residences
Keeping the Name Alive
“It’s not just a change in distribution — it’s a transformation in how we create and deliver value… It marks our entry into a segment with exceptional growth potential, one that will become increasingly central in our strategy for the coming years,” Brambilla told WWD. For names like Gianfranco Ferré and Roberto Cavalli, whose luster may have slightly faded following the loss of their founders, it’s also a way to ensure long-term growth potential.
“From a strategic perspective, branded real estate projects generate new and highly profitable revenue streams, while strengthening brand equity and visibility in key global markets. For example, the brands we collaborate with — from Roberto Cavalli Home Interiors to Etro Home Interiors and now Jacob & Co. Haute Living… the impact goes far beyond immediate sales. It’s about building cultural relevance and lasting emotional engagement with clients,” Brambilla said.
Oniro Group teamed with New York City-based jewelry and watchmaker Jacob & Co. for the Beachfront Living by Ohana, situated between Abu Dhabi and Dubai.
Courtesy of Oniro Group
Italian firm Luxury Living Group, which owns the production and distribution rights for Fendi Casa products, is another key player in the branded residences arena through its luxury living division, which is in the throes of realizing residential projects for its brands such as Bugatti Tower in Dubai, the Bentley Residences in Miami and two Trussardi Residences in Dubai.
Luxury Living Group collaborates with brands and developers through different models, each offering a distinct way of experiencing a brand in a residential context. “In fully branded projects, the brand becomes the guiding vision of the entire development, creating immersive environments where living means belonging to a lifestyle. Projects such as Bugatti Residences and Trussardi Residences in Dubai clearly express this approach,” said Luxury Living Group CEO Andrea Gentilini.
Trussardi has been through changes in ownership and management and is now controlled by Miroglio, which took over from Italian independent asset management company QuattroR, after the company was forced into a restructuring plan with creditors.
Fashion house Karl Lagerfeld was an early entrant int the branded residence market, along with Armani, and is on a roll with new projects.
In December, it revealed a partnership with Dubai-based AARK Developers for hundreds of beachfront residences on Al Marjan Island, a man-made archipelago in Ras Al Khaimah, which is described as an “ultra-luxury waterfront development” valued at more than $1.4 billion and scheduled for completion in 2028.
Key Drivers: Tax Incentives, Low Entry Costs
Cities that incentivize second-home buying through tax regimes are a haven for these new residences.
In the case of Florida, tax structure, the inflow of high-net-worth residents, and Miami’s international connectivity are among the top factors driving growth.
“Then add the city’s cultural and hospitality ecosystem, which is really strong, the weather, the indoor/outdoor lifestyle and it just keeps attracting global buyers,” said de Nuñez y Lugones, adding that looking ahead, the appetite for differentiated, design-forward projects will drive the market well into 2026 and beyond.
Jason Wu has partnered with The Residences at Mandarin Oriental, Miami to design bespoke uniforms for the property’s sales gallery staff.
Alain Martinez/Courtesy of Swire Properties
Since the COVID-19 pandemic, the high-net-worth migration has prompted the development of The Residences at Mandarin Oriental, Miami, which is being built in the idyllic Brickell Key by Miami-based firm Swire Properties with interiors designed by Paris-based Laura Gonzalez. It is expected to be completed by 2030. In 2024, Armani Group unveiled plans for oceanfront property Armani/Casa Residences on Pompano Beach, which is north of Miami.
According to Savills, London and New York, by contrast, are not tax havens but continue to act as safe harbors for capital, their liquidity and legal systems underpinning long-term confidence. “In emerging markets such as Cairo, Istanbul, and Mexico City, relatively low entry costs and the opportunity to diversify across currencies provides an additional layer of attraction for regional investors,” the report said.
The branded residence boom is not limited to cities like Miami, Dubai and Abu Dhabi. Both the Ritz Carlton and the St. Regis have plans for Houston’s first branded properties, which are expected to offer the city a luxury experience never seen or experienced by the local market.
Ripple Effect
Elsewhere, the potential for unique design within new luxury real estate projects is echoing well beyond fashion.
Luxury home websites and platforms like Artemest and Invisible Collection, as well as design brands like B&B Italia, are expanding their reach to a broad spectrum of clients in search of curated solutions for residential and hospitality spaces.
Italian design platform Artemest took a deep dive into the luxury real estate world, unveiling its first model residence concept in a penthouse valued at $13.5 million in 2024, highlighting a growing appetite to create a narrative within new spaces and distinguish properties with hard-to-find, rare pieces.
Artemest’s CEO Marco Credendino said emerging markets in the Middle East, where contract business is booming, are a major driver of sales. “The business has evolved from being focused purely on residential projects to a balanced mix that includes hospitality and food and beverage. Bespoke contract work is becoming a significant part of our business,” he said.
Casa Bella Residences by B&B Italia, with design led by Piero Lissoni and architecture by Miami-based firm Arquitectonica.
Courtesy of B&B Italia
Miami‘s Arts & Cultural District is home to what will be the first branded residential project for Italian design furniture firm B&B Italia. With Casa Bella by B&B Italia, the northern Italy-based company has become one of the first furniture firms to dip into the buoyant branded real estate market, aiming to meet the demand for high-end homes with five-star hotel amenities and services — with completion set for later this year.
For B&B Italia, the Miami property was a natural step in growing its business, CEO Demetrio Apolloni told WWD.
“Just under 60 years of tireless, research-driven innovation have made us capable of shaping the future of living. We are crafting timeless, contemporary environments that extend our design philosophy beyond single objects into unique, holistic spaces. This is how we meet the demands of a global audience seeking a truly integrated, eye-catching lifestyle,” Apolloni said.
