The year is 1927, and the tallest apartment hotel in New York City - at that time - has just opened. It bears the resonant name The Sherry-Netherland Hotel. Though no longer the highest of its kind, it's still said known as an icon nearly 100 years later. And a trailblazer for branded residences around the world.

© Brett Wharton

Then and now

In fact, the Sherry-Netherland was the first hotel to offer 165 luxurious apartments for sale. The uniqueness: all apartments would be privately owned and have all the associated amenities. At the same time, however, the owners were to enjoy all the amenities of a five-star hotel.

© Four Seasons Hotels & Resorts

Although the concept caught on, it did not experience its absolute breakthrough until 1985, the year in which the Four Seasons Boston opened its doors. Part of the complex also included apartments that were available for purchase. The luxury hotel brand Aman, for example, has 16 branded residence complexes worldwide by now. Among them, iconic hotels like the Amangiri in Utah.

© Aman

Originally part of a hotel, either in the same building or apart from it, there are now branded residences associated with other luxury brands. For example, Lamborghini, or Armani, Cavalli and Bulgari.

A growing trend

What the individual properties have in common, however, is that they promise luxury, service and amenities, which the brand provides. Not, for example, the owner of an apartment. In most cases, however, the buyer of one of these properties has a full say in the furnishings. Often you can even have a say in the floor plan of your own four walls.

The internationally active luxury real estate broker Knight Frank has recorded a steady increase in the segment. It's estimated that the number of branded residences will increase by more than half by 2026. In fact, numerous branded residences are currently opening again around the globe - and not just from hotel brands. According to Knight Frank, there'll be 32 in 2023 alone.

Remarkable new branded residences

One&Only Le Saint Géran, Mauritius

© Kerzner International

In Mauritius, Private Villas are being built right next to the iconic One&Only Le Saint Géran, one of the best hotels on the island. Those who live here have all the amenities of a luxury resort next to them. And in front of them unfolds the beautiful Indian Ocean. All villas are located in the middle of a grove of tall coconut trees and have a private pool and up to 6 bedrooms.

Tierra Viva by Lamborghini, Spain

© Automobili Lamborghini

Together with the luxury real estate agency Dar Global, Lamborghini is currently building the Tierra Viva estate in the hills of Andalusia. Just ten minutes from Marbella, three different types of villas are being built with a rooftop swimming pool, several terraces and a large garden. Lamborghini is supplying the interior. The opening is expected to be in 2027.

Bulgari Lighthouse, Dubai

© bulgarilighthouse.com

For some time now, the Bulgari empire has included not only boutiques, but also unique hotels in the most beautiful places in the world. You can find Bulgari hotels in Milan, Dubai, London and Bali, among others. A special hotel complex, the Dubai Lighthouse, is being built in Jumeirah Bay in Dubai. There'll be no lack of amenities for neither the guests nor the future owners of the 4 to 5 bedroom Penthouses. They have magnificent views. In addition, there's a private pool, marble bathrooms and much more. Even the smallest penthouse has its private floor.

Aston Martin Residences, Miami

© astonmartinresidences.com

On 66 floors, the British car manufacturer Aston Martin opens its first apartment complex. Apart from all the amenities that the luxury property offers anyway, in addition to the own apartment there's optionally either an Aston Martin DB11 Riverwalk Edition or a DBX Riverwalk Edition on top. After all, you want to travel in style. It's scheduled to open in 2027.

Armani/Casa Skyscraper, Miami

© Felix Mizioznikov

Also in Miami is the Armani/Casa Skyscraper. Its design comes from César Pelli, the world-famous creator of the Petronas Towers in Kuala Lumpur. Shortly before his death, he created this 56-story structure with 308 luxury apartments. The largest among them is nearly 560 square meters and cost around $10 million. Armani's Design Studio provided the interior design. The apartment offers an oceanfront bar, a spa, a pool and access to the private beach. The opening took place in 2021.