Luxury brands teaming up with property developers

Designer names appear on just about everything these days, from bedsheets and sunglasses to floor lamps and cutlery.

But in what is predicted to become a new niche in luxury real estate, designers are now lending their names to entire buildings.

"Branded" buildings bearing the appellation of a world-class luxury trademark are sprouting up in status-conscious cities around the world, giving buyers something new to get excited about.

Baccarat, the French crystal brand known for its HK$1,000 champagne flutes, has The Baccarat Residences in Shanghai and New York. The Bulgari Residences in London and Bali are adjacent to hotels in those cities constructed by the luxury jewellery brand. Versace, Fendi and Armani have partnered with developers worldwide - from Morocco to Manila - bringing their specific aesthetic to residential buildings.

This new evolution in luxury real estate is showing up in other forms, too. At the Ritz-Carlton Residences in Los Angeles, one newly unveiled penthouse has been completely outfitted by Fendi Casa. On a prime stretch of Wilshire Boulevard in Beverly Hills, a high-end condominium features flats designed by Armani Casa and Ralph Lauren.

The idea, say developers, is to convey the sensibility of the building or unit by aligning with well-known designers, and, as a result, appeal to brand-conscious buyers.