Luxury brands are branching out into real estate by collaborating on exclusive projects
World's leading brands are designing luxury homes and making them even more appealing
To say Giorgio Armani has built an empire for himself would be a bit of an understatement. The design veteran is a household name the world over, known for his fashion lines for men and women, accessories and home products, and lending his name to beauty products, fragrances and watches.
One of the more recent ventures for the designer is residential properties. "I always had a broad vision of aesthetics and I decorated my home, my stores and my work spaces to my own taste," Armani says.
Now, fans of the designer and the brand can appreciate his elegant and sophisticated style in their own homes.
Armani is working on Century Spire in the Philippines, set to be completed in 2018. The brand also recently announced a partnership with Smart Hero Group for a real estate project in Beijing. Armani will design the residential units, common areas and amenities for one of the "Top 10 Contemporary Buildings in China". The project is scheduled for completion by the end of 2017.
Many other brands have also tapped into the residential property market and these luxury residences are popping up across the globe. Versace, for example, recently launched its AYKON Nine Elms project in London, set to be completed in 2020. The brand is also about to complete projects in Beirut and Jeddah.
Bottega Veneta is also working on its first residential design project. Eisenzahn 1 in Berlin will feature the lobby, common areas and a showroom apartment designed by creative director Tomas Maier and furnished by the luxury brand's home collections.
The added value of a globally-recognised brand being tied to a property is clear. Brands such as Armani, Versace and Bottega Veneta bring a dedicated fan-base to the table and offer a major talking point for property developers - even before the property is completed.
But it's not as simple as just slapping a name onto a property. "Branded developments can only work if the brand in question offers real added value," says Niall McLoughlin, senior vice-president of DAMAC Properties.
