Something happened in 2010 – a chain reaction that propelled the city of Dubai to enter a new era of luxury living. It must have been after the introduction of the Armani Residences in Burj Khalifa that Dubai witnessed a spike in its demand for ultra-luxury residences.
Several factors undoubtedly played a part considering the city’s growing population of wealthy individuals and families looking for opulent vacation homes. Yet, the evolution of co-branded real estate is not one many have anticipated from the beginning.
Now, Dubai is home to approximately 29 branded residences, many of which are international brands such as Four Seasons, Banyan Tree, W Residences, and One Palm by Dorchester Collection. On average, prices for these ultra-luxury branded homes can range from $450,000 for a 1-bedroom apartment to over $30 million for a beachfront penthouse.
A shining example of this co-branded trend is the Bugatti Residences, a project that stands as proof of innovation and collaboration in the UAE. Born from a strategic partnership between Binghatti Developers and French luxury car brand Bugatti, this branded venture redefines the very essence of upscale living.
Not surprisingly, the primary target audience for these residences is ultra-high-net-worth individuals, a statement that came directly from Binghatti’s CEO, Muhammed Binghatti. The vision was clear, and it was to ‘defy the conventional’ by ‘levelling up’ Binghatti’s work in every aspect of its operations.
Set to consist of 182 units spread across 42 floors, the exteriors of the Bugatti Residences were inspired by the ‘gentle ripples’ found on the beaches of the French Riviera and the dunes of Dubai. Though the main feature of the residential project would have to be its 11 highly customisable penthouses, each differentiated and named after iconic destinations like Cannes, St Tropez, and Monaco.
Further cementing the allure of the project, the Bugatti Residences will also boast bespoke Bugatti furniture, exuding the brand’s distinctive design elements including the iconic ‘C-line’ furniture and the ‘horseshoe’ motif, among others.
“This project is nothing short of a megaproject,” Binghatti expresses, adding that the project is a way for the company to open up the Bugatti experience to a broader audience. “We are also targeting people who have never bought real estate before but would like to own one as a trophy asset,” he revealed.
“This is not something that you buy to flip, it’s something that you buy to own and be proud of, for eternity.”