When it comes to location, location, location for luxury living with a branded seal, Miami is the place to be. The city of Sunny Isles Beach in Florida is currently home to the Porsche Design Tower and Residences by Armani Casa.
Oct 09, 2023
From Bentley to Porsche, a new class of branded condominiums and towns are emerging.
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Bentley Residences renderings. Images courtesy of Dezer Development
By 2026, the Bentley of real estate will alter the Miami skyline, standing at 749 feet tall, the Bentley Residences is expected to be the tallest oceanfront building in the US. Bentley Residences promises to “bring the innovative luxury of Bentley into your home” allowing people to literally live the brand. The 63-story building comprises of 216 residential units and a host of amenities including an outdoor pool, gym, and a gaming room featuring indoor golf.
At the end of 2023, Aston Martin Residences will open its doors in Downtown Miami. According to the New York Times, the 391-units are almost completely sold out, including the $59 million Aston Martin triplex penthouse.
In the United Kingdom, a new Thames Living project will break ground in collaboration with Porsche Consulting, a subsidiary of the luxury auto brand. The new town will be located along the River Thames and consist of residential buildings, parks, hotels, restaurants and retail. More detail is expected in December 2023 when the project officially launches.
The motivation for luxury brands to enter the billion-dollar real estate business looks promising. According to a recent report by real estate company, Knight Frank, the market for branded luxury residences is predicted to grow 12 percent each year between now and 2026. In addition, by expanding into real estate, luxury auto brands become lifestyle brands, providing people with an all-encompassing brand experience.