In the premium real estate market, branded homes are no longer an afterthought. Once a specialty product, they are now a key tactic for developers, a loyalty strategy for international businesses, and a significant expenditure for consumers. These properties are influencing the design, marketing, and purchase of luxury residences.
The extent of this change is demonstrated in Knight Frank’s Residence Report 2025–2026. ABased on over 1,000 active and pipeline branded residential developments in 83 countries, the research reveals a growing sector with much more discipline.
Buyers in London, Singapore, Miami, and Tokyo are willing to pay a premium for quality, service, design, and brand trust. Value is shifting away from flashy frills and towards longevity, wellness, and daily living. Modern developments prioritize health-led living, including longevity clinics, community wellness, and sensory-focused design. Examples include London’s Surrenne and Dubai’s SHA Emirates, which prioritize wellness in daily life.
The global perspective highlights Dubai’s impressive achievement. According to the research, the Middle East is at the forefront of this transition, contributing for around 27% of the global branded residence pipeline while having a lower proportion of completed projects.
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