What are Branded Properties?


A branded residence is a luxurious apartment building that has been designed and furnished by a famous brand.
Briefly, these are luxury homes that have the same name as the hotel chain or famous designer.
This is an attempt to provide consumers with more options in terms of accommodation for when they travel.
For example, if you love art, there are many different branded residences created by artists such as Andy Warhol or Yves Klein. 

Key highlights from Knight Frank Branded Residences Report.

  • More than one in three prime international buyers (39%) would be willing to pay a premium for a branded residence.
  • The figure rises to 45% and 43% in Australasia and Asia respectively.
  • The key motivation for purchasing a branded residence is the service provision and amenities.
  • Typically, the price premiums for a branded residence vary between 25% and 35% comparable to non-branded product.
  • However they can vary from as much as 132% in some cities in Asia.

THE WHITELEY, QUEENSWAY, LONDON W2 4YN, Prices from £1,500,000

At the heart of The Whiteley will be 139 unique residences and the UK’s first Six Senses Hotel, a brand renowned for its dedication to wellness and sustainability, that will provide residents with exclusive spaces, services and experiences. Every apartment at The Whiteley is utterly unique, offering the opportunity for both exceptional privacy and world-class amenities in the heart of Central London. The residences vary from studios to five-bedroom apartments. 

THE OWO, WHITEHALL, LONDON, SW1A, Price on Application

The OWO is a landmark Grade II*-listed Edwardian baroque building situated in the heart of London on Whitehall and opposite Horse Guards. Formerly home to the Ministry of Defence, the building was once the office of great statesmen such as Winston Churchill and Lord Haldane and was the inspiration for writer Ian Fleming for his James Bond 007 spy stories. The building includes 85 branded residencies and 125 Raffles hotel rooms.

Mandarin Oriental Residences, Price on Application

Mandarin Oriental Residences, Fifth Avenue is a boutique offering of turnkey fully furnished residences with legendary services and amenities from Mandarin Oriental Hotel Group with private dining by Michelin-starred Chef Daniel Boulud. Located on Manhattan’s most iconic stretch, the 29-story historic conversion is surrounded by renowned luxury retail, fine dining, and cultural landmarks, with Central Park a short stroll away. Mandarin Oriental Residences, Fifth Avenue offers the unparalleled—five-star hotel services, with none of the guests; and the comfort of home, with none of the upkeep. The interiors are elegantly appointed with rich architectural features and uncompromising finishes.


The landmark hotel has been an icon since it re-opened on Park Avenue in 1931 as New York’s largest and tallest hotel, a beacon of Midtown glamour. Now, the Waldorf Astoria is preparing for the next stage in its illustrious life with an extensive facelift to offer 375 branded residences for sale alongside 375 gracious hotel rooms and suites. For the first time, buyers have the opportunity to own a part of history.

Property London

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