In a bold move, luxury carmaker Bugatti is venturing beyond the racetrack and into the world of high-end real estate. The French brand is set to unveil its first residential tower in the heart of Dubai, United Arab Emirates, as part of a growing trend among luxury firms to offer branded residences to the world’s super-rich.
With the cheapest apartments in the Bugatti Residences by Binghatti priced at a staggering £3.9 million, the company is tapping into a fast-growing market for these exclusive, fully-furnished living spaces that prominently display the brand’s name and logo. Bugatti is partnering with UAE-based developer Binghatti Properties to bring this 43-storey tower to life, offering residents the ultimate in luxury living, including private lifts to accommodate their high-performance vehicles.
The appeal of branded residences lies in the desire for social status and exclusivity, according to experts. “Ultra-wealthy consumers increasingly want status assets and goods that are not available to everyone,” explains Giana Eckhardt, a professor of marketing at King’s College London. “They want the social rewards that come with being associated with these brands.”
This trend is not limited to Bugatti, however. Other luxury brands such as Porsche, Aston Martin, Jacob & Co., Fendi, and Missoni have all entered the branded residence market in recent years, with projects in locations like Miami and the UAE. In fact, Dubai now leads the way globally in the number of branded residence developments in the pipeline, fuelled by an influx of wealthy individuals relocating to the city.
Interestingly, prices for these branded properties in low-tax Dubai are often cheaper than in other global hubs like New York and London, making them an “extremely affordable” option for the super-rich, according to Faisal Durrani, head of research at Knight Frank Middle East.
Beyond just offering exclusive living spaces, many of these branded residence schemes feature additional perks such as private members’ clubs, wellness facilities, and access to services like chauffeured cars and private jets. Some are even being marketed around shared passions, like gastronomy, wellness, and longevity science.
However, not everyone is enamoured with the idea of branded apartments. Business psychologist Stuart Duff warns that the excessive presence of a brand within a residential building could “reduce the perception of rarity and uniqueness, and lead to a feeling of bragging” or even be seen as “vulgar and tacky.”
Nevertheless, the trend shows no signs of slowing, with the number of branded residence projects forecast to rise to 1,019 by 2030, up from just 169 in 2011. Bugatti’s foray into this market is a clear indication that luxury brands are now firmly setting their sights on conquering the skyline, not just the racetrack.
