The Rise of Branded Residences in Dubai: Trend or Long-Term Play?

If you’ve been following Dubai’s property market lately, you’ve probably noticed that branded residences are the new buzz around Dubai’s real estate market. Developers can’t seem to launch enough of them, and buyers are lining up. But, are branded homes just another hot trend, or are they here to stay as part of Dubai’s long-term real estate story? Let’s unpack it.

What are Branded Residences?

A branded residence is a home that carries the name and design standards of a well-known brand, often a luxury hotel group or a fashion label. They’re usually developed in partnership between a real estate company and a luxury brand. The brand might be a hotel group like Marriott, Four Seasons, or Ritz-Carlton, or even a fashion label like Versace or Armani.

What sets them apart is the combination of design, service, and name recognition. Residents enjoy perks such as concierge services, spa access, and private lounges. The interiors reflect the brand’s signature style, and the brand name adds a certain prestige that regular apartments or villas don’t carry.

If you drive around certain parts of Dubai, you’ll already see some of these branded projects standing tall. Some of the big names are:

Armani Residences at Burj Khalifa: Designed by Giorgio Armani himself, these were among the first to put branded living on the map in Dubai.

Palazzo Versace at Culture Village: Combines fashion with living, with interiors inspired by Versace’s designs.

Cavalli Tower by Damac: One of the more recent launches, with interiors by Roberto Cavalli.

Dorchester Collection Residences: Managed by Dorchester Collection, the same brand that runs iconic hotels like The Dorchester in London and Le Meurice and the Plaza Athénée in Paris.

Bulgari Residences on Jumeirah Bay Island: Ultra-luxury villas and apartments on one of Dubai’s most exclusive islands.

History of Branded Residences

Branded residences aren’t unique to Dubai. The concept first took off in the 1980s, when the Four Seasons and Ritz-Carlton started experimenting with private residences attached to their hotels. The idea was to extend the five-star lifestyle from a short stay to a permanent home.

Over the years, other brands joined in. Fashion houses like Armani and Bulgari, car makers like Porsche and Aston Martin, and even wellness brands have all leapt into real estate. Globally, there are now nearly 700 completed branded residence schemes, and another 600+ in the pipeline by 2030.

Dubai entered the scene relatively recently, but it wasted no time catching up. Armani Residences in the Burj Khalifa, launched in the early 2010s, was one of the first. From there, the city’s appetite for branded homes only grew, and today it’s one of the top global hubs for this sector.

The Cost of Branded Residences

Branded residences always come with a premium compared to regular properties in the same neighbourhood. But how much more, and why are buyers willing to pay it?

Globally, the price difference between branded and non-branded homes tends to sit somewhere between 20% and 35%, according to market studies. But Dubai has taken it a step further because the premium can climb to around 40% higher than comparable properties without a brand attached. So, if a luxury apartment costs AED 5 million in a prime location, the branded version in the same area could be closer to AED 7 million.

Sure, the upfront cost is higher. But when you see a name like Four Seasons, Armani, or Bulgari, you know you are getting design, build, and service all up to a certain standard. Investors know the property is not only more enjoyable to live in but also easier to rent out. Tenants are willing to pay higher rents for a home that carries the weight of a prestigious name, which in turn reassures investors about steady returns.

Why Dubai Is a Hotspot for Branded Residences

Dubai has always been about creating something unique. From the tallest building in the world to artificial islands shaped like palms, the city has never shied away from bold ideas. So it’s no surprise that branded residences have found a natural home here.

There are a few reasons why they’re booming in Dubai:

International Buyer Appeal

A big share of Dubai’s property buyers are overseas investors. Many of them may not know every detail about the city’s different neighbourhoods, but they do know the global brands they’ve come across before. That’s why a branded residence feels like a safer choice. For instance, if you’re sitting in London, Mumbai, or Moscow, and you see “Four Seasons Private Residences” in Dubai, you already have a picture in your mind of what the service, design, and overall experience will be like. It’s a familiar reference point in a market that might otherwise feel unfamiliar.

On top of that, the emirate doesn’t impose income tax or capital gains tax, making it especially appealing for high-net-worth individuals who want their investments to work harder. This safe and investor-friendly environment has made Dubai attractive for wealthy buyers looking for prestige properties.

The Golden Visa Advantage

The UAE’s Golden Visa programme is another factor driving interest in branded residences. Buyers investing in Dubai property from AED 2 million can obtain a long-term residency visa. This adds extra appeal to branded homes, since residents can enjoy the city for years without worrying about visa renewals. It also makes it easier for families to settle and for investors to manage their property with peace of mind.

Lifestyle Expectations

For buyers in Dubai, especially high-net-worth individuals, property isn’t just about square footage or the number of bedrooms. It’s about the lifestyle that comes with it. Many of them are looking for convenience, privacy, and access to services that make everyday life smoother. Branded residences offer exactly that. Concierge desks, valet parking, wellness centres, and residents-only lounges become part of the package. Instead of thinking about property as just a home, buyers see it as an extension of the luxury experience they’re used to when they stay in five-star hotels or travel abroad.

According to a report, Dubai is now the world’s largest market for branded residences, overtaking cities like South Florida and New York. With around 160 projects in total, it’s not just leading, it’s completely dominating the global landscape. That says a lot about how fast this segment has grown. 

Another thing that really stands out is the pipeline. Dubai is packed with completed projects, but it also has a whole wave of new ones on the way. That shows developers are doubling down, almost as if they know demand is only going to keep growing.

Long-Term Play or Just a Trend?

So, are branded residences just another buzz, or do they actually have staying power in Dubai’s market? It’s something investors and regular buyers are asking. The answer isn’t simple, but when you look at the numbers and the direction of the market, the case for longevity feels much stronger than the case for short-term hype.

Global Growth

Branded residences are part of a much bigger global trend. The sector worldwide has expanded by around 160% over the past decade. It means more developers, more brands, and more buyers are getting involved. Dubai may be leading the way, but it’s riding on a wave that’s reshaping luxury real estate in many major cities. When a trend grows at that pace worldwide, it’s a sign it’s not just a temporary craze.

Investor Confidence

People from Europe, Asia, and beyond see the city as a safe place to park their money because of tax advantages, transparent regulations, and global connectivity. Branded residences fit neatly into that picture. They combine a familiar international name with the security of owning property in Dubai. For an investor who wants status and stability, it ticks multiple boxes at once. As long as Dubai continues to be seen as a haven, branded residences will remain on their radar.

Developer Commitment

Now, let’s look at the developers themselves. If this were just a fad, you wouldn’t see so many big projects lined up for the years ahead. By 2031, more than 140 branded developments are expected in Dubai alone, and we’re not just talking about hotels lending their names. Luxury fashion houses and even car manufacturers are jumping in. Projects like Armani Beach Residences, Bugatti Residences, and Mercedes-Benz Places show how diverse the partnerships have become. Developers are clearly not treating this as a short-term marketing gimmick. They’re building entire business strategies around it.

Luxury Market Momentum

Over the past few years, the city has seen record-breaking demand for the luxury real estate market. In the first half of 2025, over 1,300 ultra-luxury homes were sold. It shows there’s a serious appetite for high-end property. Branded residences are right at the centre of this momentum, often commanding higher prices and stronger resale values than standard luxury homes. As long as the luxury segment continues to grow, branded residences will likely grow with it.

So, is it a trend or a long-term play? Well, branded residences may have started as a niche idea, but they’ve grown into a segment that’s reshaping Dubai’s real estate landscape. With global momentum, investor appetite, and developer commitment all pushing in the same direction, it seems safe to say they’re a long-term play and not going anywhere anytime soon.

Conclusion

At the end of the day, branded residences boil down to choice. Some buyers value space and location above all else, while others want the lifestyle, convenience, and prestige that comes with a big name on the building. In Dubai, both types of buyers exist, and that’s why the branded model works here. So, is it just a trend? Well, it’s definitely trending, but it also looks like a long-term play. For investors and end-users alike, branded residences look set to stay part of Dubai’s real estate story for years to come. 

Want a home that matches your lifestyle and standards? From world-class amenities to prime locations, we can help you explore Dubai’s branded residences and find the perfect fit. Contact us today.