Bugatti is famous for making some of the most expensive, high-performance cars in the world. Now, the brand is taking a surprising turn: instead of racing on tracks, it’s racing into real estate. Bugatti is building its first residential tower in Dubai, with apartments starting at $5.2 million.
It’s not just Bugatti. Other luxury brands like Porsche, Aston Martin, Fendi, Missoni, and even Swiss watchmaker Jacob & Co are creating branded residences. These aren’t ordinary apartments. They’re fully-furnished homes where the brand’s style and logo are woven into every detail, letting buyers live the brand every day.
The Bugatti tower in Dubai, built with Binghatti Properties, will even have penthouses with private car lifts so owners can park their cars inside their apartments. Big-name buyers are already on board, including football star Neymar and opera singer Andrea Bocelli. Neymar reportedly spent $54 million on one penthouse.
Originally, branded residences were mainly hotel chains like Four Seasons or Ritz-Carlton. Now carmakers and fashion houses are jumping in. Porsche opened its Design Tower in Miami in 2017, Aston Martin launched its Miami residences last year, and Jacob & Co plans a new project in the UAE for 2027.
For brands, it’s smart business. They earn extra revenue without the headaches of construction, which is handled by development partners. Buyers pay a premium for exclusivity—these apartments often cost 30 to 40% more than regular luxury homes. Many come with private clubs, wellness centers, chauffeured cars, yacht access, or even private jets.
Some projects take it even further. London’s Six Senses Residences will have a biohacking center for therapies like cryotherapy. In Texas, the Austin Surf Club will feature a huge man-made surf lagoon.
Experts say the rise of branded apartments is about more than luxury—it’s about status. Professor Giana Eckhardt from King’s College London calls them a “status symbol,” like a rare watch or diamond. Owning one shows your place in the social hierarchy and gives a sense of exclusivity.
BinGhatti adds that every apartment is unique, giving owners a truly one-of-a-kind home. But some caution that too much branding—logos everywhere—can feel excessive or even tacky.
Branded residences are more than just homes. They’re a lifestyle, letting the ultra-wealthy live their favorite brands every day, with comfort, prestige, and exclusivity built in.
