Branded residences are big news with hotel brands, automotive marques and high-end fashion labels showing increasing interest in this lucrative area. Branded residences offer buyers a lifestyle experience that combines the privacy of a home with the convenience and exclusivity of a luxury hotel brand. These properties offer highly coveted locations, exceptional service, extravagant amenities and, of course, exquisite interior design.
In this article, we will look at some key branded residence design styles and examine some of the sources of interior inspiration that contribute to the creation of these remarkable properties.
Whether associated with Armani or Aman, branded residence interiors are the last word in luxury. “From the front door to the bathroom fixtures, branded residences exude opulence at every turn,” says Kate Mooney, Founder of OCCA. “Branded residence buyers are extremely discerning and it is the designer’s goal to create a space that both captures the imagination and feels immediately welcoming.
“Materials and finishes are crucial to developing a sense of luxury and every last detail is carefully considered to create spaces that are sophisticated yet warm. As well as engineered walnut flooring, onyx marble vanities and richly piled rugs, branded residence buyers can expect touches such as champagne bathroom fixtures gilded in 22-karat galvanized gold, which signal that these spaces are truly exceptional.
“The feeling of luxury and exclusivity can be further heightened through the inclusion of one-off custom designed pieces,” explains Kate. “Bespoke artworks, customised furnishings and one-off fabrics underscore the idea that the property is unique and has been curated to suit the specific tastes and needs of the individual.”
Hotel technology has made significant leaps in recent years and some of these developments feature in branded residences. From smart lighting and app-controlled heating to cutting-edge entertainment systems, the latest tech can offer owners complete control of their surroundings and ensure a premium experience.
“Incorporating the newest technology isn’t just about offering branded residence buyers the ultimate convenience,” explains Kate. “By employing smart home technology, branded residences can also offer the unparalleled levels of hygiene that may be expected in five-star hospitality venues. Air purification systems, ultraviolet light disinfection and touchless technology can provide peace of mind for residents and help to limit the transmission of viruses in the wake of the Covid-19 pandemic.”
Sustainability is an increasingly important consideration for branded residence buyers and brands. This means that the luxurious interiors and lavish amenities offered by these properties must be designed and developed in a way that will help to limit the building’s impact on the environment.
“Hotel brands and developers are seeking new ways to offer premium services while ensuring they don’t cost the Earth,” says Kate. “This is leading to changes such as efficiently designed buildings that reduce the demand for heating and ventilation systems, the integration of green energy sources and a move towards fixtures, fittings and equipment from brands with lower carbon footprints.”
The increasing focus on environmental credentials has also contributed to a rise in the number of hospitality brands associated with branded residences, building meaningful and measurable ESG strategies. This includes Accor, which has pledged to achieve net zero carbon emissions by 2050, and Marriott’s Serve360 which focuses on building and operating sustainable spaces. Some branded residences, like Elounda Hills in Crete, which is currently in development in collaboration with 1 Hotels, place the environment at their heart to create spaces that are low impact and encourage residents to connect with nature.
Branded residences are often imbued with the signature style of the brand they are associated with. Signature colour schemes, distinctive silhouettes or key materials may provide the foundations for the interior look and help to reinforce the link between the property and the brand’s identity.
Dubai Hill’s Vista, a development created in collaboration with Lambhorgini, has been inspired by the iconic car brand. “Each villa has the distinctive sleek lines, clean angles and contemporary materials associated with this marque,” says Kate. “The various property options are also named after engines designed by the brand which will appeal to Lambhorgini enthusiasts.”
Meanwhile, the residential condominiums inside the The Towers of The Waldorf Astoria, New York, have been painstakingly designed to pay homage to the legacy of this iconic building and incorporate key aspects of this heritage brand. Designer Jean-Louis Deniot, said, “I had to find a way to give the Waldorf Astoria flavour without using the typical Waldorf Astoria symbolism. I wanted to give an impression of something Neo–Art Deco through contemporary shapes, ideas, finishes and profiles”. The resulting interiors strike a balance between old world elegance and fresh modernism with a clean colour palette, streamlined furnishings and statement lighting.
Setting the Scene
Branded residences occupy some of the world’s most desirable postcodes and these stunning locations often permeate the interior design of the properties. “Whether the property is in the centre of a city, halfway up a mountain or on a tropical island, branded residences are all about location,” says Kate. “With this in mind, it’s little wonder that designers often lean into the setting when developing the overall look and feel of the space.
“Some designers may opt to put the location centre stage by creating flow between the indoor and outdoor spaces, keeping window treatments to a minimum and ensuring there is no competition between the interior and the magnificent surroundings. The St Regis Residences in Miami is a good example of this as a calming palette of sand, coral and sky mirrors the breathtaking beaches that surround the properties and creates synergy between the location and the home.
“Designers may also be inspired by the history of the building, as with Raffles London at The OWO, or they may find ways to incorporate elements of the local culture by collaborating with resident artists or featuring materials that are traditional to the area.”
Let’s talk about you…
If you’re looking for some ideas or advice for your hotel property, we’d love to help. Contact the OCCA Design team and we can discuss your next steps and how we can help you take them.